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Why Advertisers Will Use Video Content For Effective Marketing In 2020

Video content is becoming the favourite marketing tool amongst marketeers, which bring along a number of benefits with it:

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Gone are the days when marketers had to buy ad space after negotiating with various rival companies; today, every nation of the world is adapting to an approach which is “digital first” and the internet penetration is increasing rapidly even in the most remote corners of the world. Digital media is bridging barriers between rural and urban India. Access to the internet has become cheaper and infiltrated in every part of our lives, which now enables marketers to use more dynamic marketing options on digital.

Video marketing can be an extremely useful opportunity for marketers because video on digital has doubled in the past few years and there is no such thing as “prime consumption in me” anymore. People now consume video content while travelling to or from work - in trains, buses, during lunch breaks or during dinner at home. Which is why video marketing is now a popular new option among global as well as Indian marketers. Video advertising increases brand metrics and a relative lift on essential aspects like ad recall and overall brand awareness. 

Earlier in the 2000s, content marketing started out subtlety. Video content was primarily used as placements in films, depicting product usage clearly. Product placements in films and television draw the audiences’ attention and are hard to miss, especially when they are incorporated within its storyline. It’s called “product placement” because the format requires the product to be placed within the content, as subtly and organically as possible. In today’s time, it is easier for smaller businesses to create their own video content with easily available templates, along with many tools that are available on Facebook and other social media platforms. By 2020, many easier and simpler templates will be available - enabling marketers to create and publish their video content on the move!

Although video content has been a marketing tool for a long time, it has mostly been used only by large corporations. It has become popular because of its ability to resonate better with the people, than just plain text or images. People often tend to forget what they read but they hardly forget what they see because humans are naturally drawn to pictures in motion. Time and again, we find ourselves humming the tunes of “Oye Bubbly” and “Dettol Dettol Ho” which simply proves that video marketing not only does all the work of traditional marketing but it also multiplies the effects. Many advertisers and marketers are still engaged in using the conventional advertising techniques but there is no denying that the target audience is likely to get attracted towards video content on social media. In the coming years, it is going to be the most ideal type of content among the advertisers. Internet and social media have changed the advertising techniques making them more advanced which has opened the way for new trends to pave in.

Video content is becoming the favourite marketing tool amongst marketeers, which bring along a number of benefits with it:

Helps to reach a wider audience and increases the sale  

Standing out in today’s cut-throat competition is essential in order to grow business as well as increase sales. The content that can be conveyed to target consumers by video marketing makes it informative and entertaining. Netizens are more likely to share videos because emotions, voice, and movements are contagious and appealing to the audience. This makes the brand reach a larger audience in lesser time with a large amount of information. The video appeals to all the senses by building trust and credibility towards the brand.

Search Engine favors videos

One of the most important reasons to opt for video marketing is that search engines love videos. It not only draws larger volumes of traffic to your website but also helps to engage customers and keep them on your website for a longer time. Search engines priorities video content to change and modify the way search results are displayed and pages are ranked. Fun fact, YouTube is the second largest search engine after Google. If the video is uploaded on YouTube as well as the website, your visibility on Google search is highly augmented. YouTube videos also provide quality backlinks which help you reach higher in the search engine ranking. A promoted video on social media is a cherry on top to get found.

Television Ads/ Video Ads

The video content will also take over television ads because of their fun and engaging nature. Digital advertising is cost friendly as compared to television as most of the money from the marketing budget goes into buying the air time. The former medium is beneficial to marketers and advertisers. Instead of paying for “bulk purchase” of viewers, the marketer only pays for the audience they target. If the ad is skipped, they don’t have to pay which allows advertisers to be more creative and worry less about air time. It also helps advertisers convey their message in an improved manner to reach their audience.

Video adds effectiveness to your email marketing campaign    

Adding videos to email marketing is the most effective and quicker way to communicate with target customers. A video in your email marketing helps to increase conversions, brand awareness or educate your customers. Email marketing helps to increase click-through rates, increased time spent on reading the email, and increased sharing and forwarding.

Video helps to boost social media engagement

A video is the most shared type of content on social media which includes Facebook, Instagram, and Snapchat stories. As people are now into watching live videos, it has become a new type of content. Using videos on social media is the main means of communication between brands and their customers. They create better engagement, clicks, and sales for advertisers and rightly educate consumers about products and services. It is also important to use appropriate hashtags to keep your audience engaged and strike an emotional chord with them. The tagging game is running strong on all social media platforms. Various YouTubers are collaborating with brands to increase brand awareness and visibility.

OTT Content
OTT content is becoming popular within the marketing community for all good reason. As the audience engagement is increasing, OTT content in a larger form is allowing content creators to be more scalable and profitable in their business. As smartphones are becoming the preferred screen, television is becoming dead. As all of the TV content is followed by the larger audience on Hotstar, Voot, and Zee5 etc…and other online media players. 

OTT content comes with many benefits to marketers. They provide income stability and audience reach, OTT services are the future of online marketing. To gain newer audiences, OTT players are creating original content by also including international stuff.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

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content marketing

Yashraj Vakil

The author is CEO, Buzzinga Digital

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