Video Sharing
70% of marketers say video is the most effective means to driving conversions, according to Cisco. Consumers prefer to be able to touch, see, and test products before they purchase.
This need is even greater when it comes to high involvement products or services – those that prompt consumers to undertake considerable research before making the purchase due to a high perception of risk. These risks may be functional, financial, temporal, physical, psychological, social or sensory.
The intangible nature of online shopping causes an increased need for businesses to provide as much information as possible about the product or service to relieve any doubts about purchasing.Consumers are more likely to make a purchase after viewing a demonstration video as it replicates as close as possible the traditional in-store experience, thus relieving any fears they may have about purchasing. Informational videos increase viewers understanding of a product by 74%. Video on Websites Increases Google Rank
Google uses Google PageRank to determine a page’s relevance, importance, reliability and authority. Pages are ranked on a scale of 0 to 10. The most relevant pages rank higher and subsequently appear at the top of Googles search results page.
Adding video to your website can increase the chance of a front page Google result by 53 times. This is because Google ranks pages with high quality content (pictures and videos) better than those without rich media content. The amount of time spent on a web page also affects your Google ranking, and web pages with videos give rise to longer dwell time.
In addition, Google will positively view websites that are linked to by other sites. For example, creating content on YouTube and linking your website in the description or video can create good backlinks that improve your Google PageRank.Video Increases Engagement
Content Marketing Institute states that adding video to the social mix means audiences are 10 times more likely to engage and share posts. Videos that have elements of surprise, generate an emotional reaction, or encourage involvement are paramount to a successful video marketing campaign.