Video consumption has risen dramatically across the globe since 2020. Driven by the surge of short-form video on platforms such as TikTok, estimates put US digital video viewers up to 244.4 million in 2020 – and that number is only growing.

The biggest gains in overall viewership were among the youngest and the oldest members of the
population. They’re watching videos on all types of devices – but is your brand reaching them? Statistics
show that 86% of marketers use video advertising of some kind, and you don’t want to get left behind.
In 2022, video isn’t just about appealing to your audience – it’s a real marketing tool that is integral to
your strategy. At least, it should be. There are many ways how video can improve your marketing, and
we want to share a few of them.

Let’s look at how your marketing video and SEO strategy can improve your overall marketing strategy.

✓ It Facilitates a Better Understanding of Your Product

Videos don’t just showcase your product or service – they convey your value to the customer through
demonstrations, customer testimonials, interviews, and more. Video content lets your potential buyers
learn about your product on their terms in a highly engaging manner.

Customers have the world in the palm of their hands – quite literally, thanks to the prevalence of mobile
devices. They can go from discovering a problem to finding a solution for it in mere minutes. If you’re
the seller of that perfect solution, you want your product or service to appear immediately in their
search.

Video allows your customer to understand what you do and how it will help them. Many people are
visual learners, especially in this fast-paced digital world. They’ll use videos to learn about a product,
then decide to purchase or not.

Not only do you want your customers to better understand your product, but you also want search
engines (like Google) to understand it. If search engines don’t know what you’re offering, your rankings
won’t draw in much organic traffic – and that’s a problem.

Utilizing SEO allows you to find what your customers are looking for and what problems they’re having.
You want to solve their problems and this is the way to position yourself as the solution. However, you
can’t do that if you (and your videos) aren’t ranking well.

✓ Video Boosts Your Search Engine Rankings

What is search engine optimization (SEO), and what does it have to do with how video can improve your
marketing?

In short, optimizing video for search engines ensures that you’re showing up in search results, not just
on your own websites or social profiles. In turn, this makes it easier for customers to find your product
or service.

Consumers want more video content, and you need to create more content to quench their thirst for
information. They watch them on their phones, tablets, and laptops. Video SEO goes beyond generating
traffic from your videos. People watch approximately 19 hours per week of videos and are twice as likely
to share videos as they are any other content.

It works to drum up visibility for your brand across a variety of platforms. This allows you to build brand
trust, boost social engagement, and generate more leads.

Examples of video content that people want to see include videos on:

  • Branding
  • Lifestyle
  • Crowdfunding
  • Animation
  • Products

But how does SEO do that? What you’re trying to do is align your content strategy with what people are
searching for. This gets you found on the internet.

For example, when someone searches on Google, some of the results show a video thumbnail. Users are
more likely to click on a link with a video click than a link without one. These video thumbnails are called
rich snippets.

People click on rich snippets more than they do links without one. Why? They catch your eye and can
display more information. Both are beneficial to your business and important to consumers. They help
bring organic traffic to your site. That’s what you want to see.

✓ Video Encourages Social Shares

People share video content with friends twice as much as any other type of content. Video allows you to
evoke an emotional response and connect with your audience in a meaningful way. If you don’t have a
video content marketing strategy, this is one of the biggest reasons to change that.

If your video and content resonate with your audience, they’re more likely to make a purchase or pass
along your information to a variety of friends, family, and colleagues. Talk directly to your customers
through your videos. If you’re going to stand out on social media and encourage shares, use all available
video options at your disposal.

Social media platforms center around engagement. They’re your opportunity to get people talking about
your products or services in front of an audience of millions. Up to 82% of the U.S. population is on at
least one social media platform. Where else do you have access to so many customers?

Even the biggest social media platforms are moving to more video-focused content. Their algorithms are
designed to keep users on their platform for as long as possible. The longer they stay on, the more ads
they can show-and the more ad revenue they can collect.

The Bottom Line

Video isn’t going anywhere, and that means you need to account for it in your SEO strategies. At
Inbound Studio, we understand that talking about video and SEO is daunting, but important.

As a small to medium-sized business, you’re marketing dollars are being pulled in lots of different
directions. That’s why we offer video marketing services that are cost-effective and top-of-the-line.

Customers want more than just a logo or social profile. They want to know about your values and what
makes you tick. Marketing video content gives you the chance to talk directly to your customer and
create an emotional connection that wasn’t possible in the past. Your competition is out there doing it.
Now it’s your turn.

Contact Inbound Studio and we’ll work closely with you to understand your goals and create impressive
videos that focus on your brand. We’re not just videographers, we’re a full-fledged digital marketing
company and we know how to get your message out and achieve maximum consumer engagement.

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