News and PR Insights from 5W Public Relations CEO Ronn Torossian

The Undeniable Power of Video Marketing

Someone once said “a picture is worth a thousand words.” Somewhere along the line, a videographer or director responded, “Then what’s a video worth?” Turns out, quite a lot. Video marketing has seen a significant increase in interest in recent years, and, looking at the statistics, it’s no wonder why some are calling video marketing the most important trend in marketing and advertising today.

Just how powerful and pervasive is video marketing? According to recent studies, more than 70 percent of all consumers surveyed said they have shared a brand’s video, and nearly three out of four businesses say adding a video component to their content increased their conversion rate. More than half of the consumers surveyed say that being able to look at a video about a product before buying it makes them more confident in their purchases, especially online. And, if a website includes or features a video, that content is 50 times more likely to drive organic search results compared to text alone. Google loves videos.

So, what are the possible venues for video online? YouTube remains the most popular by far, with new users and new content creators joining in huge numbers every day. Consumers have learned that they can find out about just about anything on YouTube, so that is often their first choice when searching for an informational video. But it is far from their only choice.

Many social media platforms allow video, and some even encourage content creators to create live broadcasts – or livestreams – of their content for fans to engage with in real time. This kind of video marketing creates immediacy and connection in a way that practically no other marketing tool can.

One shift that’s having a direct impact on how marketers talk to customers or prospects is the move to mobile devices. While long-form sales letters and squeeze pages still work, they can be tougher to read on a smartphone, so many marketers are shifting to video as a way to keep people watching, listening, and connecting.

There are also video creation services that allow users to stream content in real time to multiple platforms at once, so there’s no reason to choose where to publish anymore. Take advantage of all the opportunities video marketing offers and maximize the impact of the message.

Video is also versatile. Not only can video be shared on multiple platforms, but the content can be transcribed for teaching or marketing material, and to create blogs or keyword annotated content for just about any online application.

Ronn Torossian

Ronn Torossian is the founder and CEO of 5WPR and one of the most well-respected Public Relations professionals in the United States. Ronn is the author of "For Immediate Release: Shape Minds, Build Brands, and Deliver Results with Game-Changing Public Relations."

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