You Invested in Video – Now What?

Posted by Danielle Cyr on Wed, Feb, 28, 2018 @ 08:02 AM

Videos are powerful marketing tools. Just one minute of video is equal in value to 1.8 million words, according to Forrester Research. And, for companies and causes who have made the investment in video, there is significant marketing ROI to be reaped. The question is, when the storyboards, production and editing are behind you, what do you do with your video?                        

online video marketingIf you’ve made the investment in a tribute video, company profile or other longer-format piece of content, you literally have an entire portfolio of marketing videos at your fingertips. One five-to-seven minute video can be edited into everything from short videos for a website to highlights for social sharing. You can use that video in conference presentations, sales pitches, blog posts, email marketing, event programs, and the list goes on. The key is to create a dedicated plan for sharing your video content to ensure you maximize the return on your investment. As you work to develop a plan, keep these key video sharing channels and video viewership stats top-of-mind.

Video and Your Website

A 2016 study by Cisco projects video will account for 80-percent of all web traffic by 2019. And, embedding video on a landing page can yield an 80-percent increase in conversions. Whether it’s your homepage, your newsroom, your blog or another area of your website, adding video can give a powerful boost to your website’s marketing power. Also consider:

Email Marketing with Video: By the Numbers

Did you know that 2018 marks the 40th anniversary of email marketing? While the effectiveness of email marketing relies heavily on getting people to open the message (no, it doesn’t matter how great the GIF, giveaway or incentive inside is if the subject line is a dud), video can help to improve performance.

  • Social Media Today reports using the word “video” in a subject line can increase your open rate by 19-percent
  • Forrester reports organizations can achieve a 200-300-percent increase in click-through rates by including video in their emails
  • 82-percent of marketers believe video is an effective email marketing tool, according to HubSpot

YouTube Facts You Should Know

  • There are more than one billion YouTube users
  • YouTube reaches more 18-34 and 18-49 year-olds than any U.S. cable network
  • Views from mobile devices top 50-percent of all views
  • 45-percent of people watch Facebook or YouTube videos for more than one hour per week, according to WordStream

For more YouTube stats, click here.

As you evaluate how video can put some additional power behind your marketing program, remember to think about how one high-quality video can be edited and repurposed for other applications. Investing in video is a smart marketing investment and one that can yield ongoing returns for your business or nonprofit.

Topics: video marketing, video production, communications strategy