Why Video Content Is Essential for Small Business Marketing

Ready for a surprising stat? Consumers are 64 to 84% more likely to buy a product after seeing a video for it.

With the growing popularity of online video, it has become an essential component to consider for your marketing strategy. It’s easy to see why video content seems to be everywhere lately. It’s a powerful way to tell your brand story and build relationships with your potential customers. In fact, 71% of marketers report higher conversion rates for video than any other form of marketing.

Video content is a valuable tool for your small business that can be affordable if you do it effectively. The keys to success? Your video has to be shareable. You have to know where best to share it. And before even recording the first second of footage, you have to know how you are going to measure success.

Producing Shareable Content

Audiences are about 10 times more likely to engage, share and comment on video content than on blogs or related social posts. They’re easy to view and share on mobile as well, with 92% of mobile users watching and sharing videos.

It’s never been easier to create video content as right now, when most people have all they need to create video at their fingertips daily — a mobile device.  Depending on what your goals are and the scope of the video, your mobile phone or a camera (that you can purchase for less than $100) on a tripod can be capable of producing a professional-looking story.

Be sure, especially if you’re sharing on social media, to keep your video on the shorter side, at one minute to one minute and thirty seconds. Attention spans can be small on social media, but videos under 90 seconds see an average retention rate of 53%. Short and sweet = shareable.

Where to Share

Your video can be easily distributed to any social channels your business has including Facebook and Instagram. Facebook users watch eight billion videos every day and Mark Zuckerberg has said that 90% of content on Facebook feeds will be video based by 2018. Facebook also gives a high organic reach in the newsfeed to video content, which means you don’t have to pay as much to promote it.

Finding a place on your website for it to live is important, as well — search engine algorithms place rich media, such as videos, in a favorable light. This may give your website a search engine optimization (SEO) boost, so your customers will find your video through a Google search. Make sure you spend some money in social media advertising to promote your video to your target audience — a budget as small as $100 can yield 5,000 video views.

Measure Your Success

Before you get started creating your content, think about your goals — what you want to gain from your video content. Is it views? Clicks to your website? A solid plan can make a difference when you check to see if your content is delivering on ROI. Important metrics to monitor, as well, include average time users are watching your video, views to completion, and views to 50%. These metrics will show just how many people stayed from start to finish and at what part of the video they might have dropped off.  

Paying attention to any comments or engagements you receive on your social media channels can let you know how you want to tweak your content for next time based on feedback. If you improve on and learn from each video you create, your company will begin to develop a powerful strategy to engage your audience and inspire them to take action.

Video content is an affordable and effective way to market your small business, and can increase sales. It’s a great way to tell your company story in a visual way — just remember, for it to be impactful, it has to be shareable.