PPB May 2021

often share this content on their timeline or with friends. Soon enough, the videomight go viral reaching a larger audience and bringing more brand exposure for your product. Conversely, Hubspot claims that users are not so keen on reading written content. Even if they find an article interesting, they are less likely to repost or share it. Video Boosts Traffic And Sales Since video accounts for most of the internet traffic, this makes it an effective marketing medium. Promotional ads with videos also gainmore views than standard banners and native ads. YouTube TV has recorded an increased viewership of over 39 percent in the past 15months. TikTok also drives a lot of traffic, with users spending an average of 500minutes on the sitemonthly. With these figures inmind, investing in videomarketing has the potential to increase your sales. Video Conveys Vivid Messages In the modern world, internet users have a very short attention span. Consumers crave concise, fun and digestible content. Why read a 2,000-word post if you can watch a short video clip and come away with the same information? In addition, well- crafted video content conveys more direct messages than written content, and users can relate to the emotions and visual cues from the video, which are often absent in text. Andmost importantly, watching a clip stimulates our visual perception sensors. As a result, information from video clips is retained longer. Video Ads Are Great For Marketing Consumers are more likely to sit through entertaining video ads because they are informative and entertaining. Likewise, statistics fromHubspot show that websites with video ads draw twice the amount of traffic as banner ads. Moreover, the recommendation algorithmon social media platforms suggests videos to users based on their activity. So, your ads will generate more leads and conversions because they are delivered to your target audience. Also, people don’t mind less-polished video production quality if they can gain useful tips from the content, but a poorly written article or tutorial will turn off any potential customer from your product. Google Values Videos For SEO Recent Google SEO recommendations prioritize informative video content. Since Google owns YouTube, the ranking algorithm is similar. Your business can only benefit from the endorsement of the largest search engines in the world. Facebook has also updated its video- ranking criteria to include loyalty, duration and originality. Websites with video content have a 50-percent chance of climbing up the rankings. You can also link your tutorial or intro video on YouTube to your website for more traffic and lead generation. So, optimize your videos for SEO on YouTube and Google by adding keywords in detailed video descriptions and other metadata. Andmost importantly, create video content that users will actually enjoy watching. Mobile Users Adore Video Content Research has shown that over 40 percent of internet users shop online from their mobile devices andmost of these online shoppers are inclined tomake a purchase after watching a video advertisement. So, your business should capitalize on this growing user interest by providing top- notch video content as part of your website or marketing campaign. Most importantly, don’t rely solely on high-definition videos with largememory capacities. These high-res videos often take longer to load, and they slow down websites. So, optimize Listen In For More Video Basics Learn more on how to produce your own company videos by listening to this free, 30-minute PPAI PromoTalks podcast, “ PPB Presents: Why Video, Why Now? The Basics You Need To Get Started.” In this episode, video experts Brady Peterson, owner of Scout Creative Media, a PPAI member company, and Josh Eaton, owner of Media Grabbers, discuss the benefits of using video to market your business and share tips to help you create great videos—even if you’ve never done so before. Tune in on Spotify and Apple Podcasts or by clicking on PromoTalks at pubs.ppai.org . According to CISCO, video consumptionwill represent over 80 percent of internet traffic by the end of 2021. | MAY 2021 | 55 GROW