Every time the dishwasher delivers clean plates, a sense of satisfaction runs through Sam (what a relief from the daily chores!); and whenever he looks at the stuffed toy—a deer on the work desk—happy memories of the exotic vacation in the forest last summer fill up his mind and video marketing. Many of you perhaps can relate with both, but must be wondering what could be the connection?
Video—Yes, video; how to use your dishwasher correctly, on YouTube—guided Sam step by step, from setting up the desired controls to taking out the clean plates for the first time, making him an expert from day one itself. And that adorable video of the hotel which mesmerized Sam into making travel arrangements for the vacation and not to forget any of the attractions there, which he researched on YouTube. Sam was overwhelmed by the visual beauty of the place.
What started as a source of entertainment has encroached upon other domains, and today we find more people using video to make purchasing decisions than ever before. Both the entertainment and marketing spaces are getting dominated by videos.
But these simple video marketing techniques are becoming increasingly sophisticated, thanks to AI (Artificial Intelligence) analytics and algorithms. The future of digital marketing will see AI becoming a bigger influencer and an essential tool, playing a vital role in analyzing the browsing habits of users and offering solutions to marketers on creating focussed content. But why do people love videos?
The power of the video marketing
Videos can combine all other content types and present before the viewer as one complete information or entertainment package—the ideal cocktail.
Videos are great storytellers, and they make even the driest of all information digestible and easier to understand. No wonder one-third of all internet users (about one billion) are on YouTube.
When it comes to retention, it is a proven fact that a viewer (of a video) can retain a much higher percentage of the message than text. (Research has shown that this medium enhances tactical hand–eye connections that improve the ability to recall facts and retain learning).
And how does it impact digital marketing?
With almost 70% of the US population using a smartphone, it is a huge market and a booming time for the new-age digital marketer. According to the business data platform, Statista, over 85% of all internet users in the United States watch online video content. Adult males (many of whom are decision-makers) spend 40% more time watching video content than adult females.
Hubspot (the marketing and CRM platform) estimates that in the US, over 80% of the businesses use video as part of their marketing strategy, and almost all of them believe that video content gives them a better ROI.
However, not all internet users live in the United States, and definitely not all of them speak English. As such, video translation is an essential part of your video marketing strategy if you want to go global and reach a bigger audience. Video translation could be in the form of voice-overs or subtitles or even both. Facebook even reveals that 85% of videos posted on their platform are watched without sound. This shows that people prefer watching videos that have subtitles.
With over 500 million hours of video being watched on YouTube each day, YouTube Video Editor like this one herecan be a crucial tool to provide the required finesse to the videos for staying ahead of the pack.
What does the future look like for video marketing?
AI to be a lead player:
Regulars on Netflix might recall receiving title suggestions for future viewing, which is not just an ordinary promo since, at any given point in time, different people get different suggestions. How does it happen? Netflix uses machine learning (an AI derivative) to examine past viewing preferences and prepares the promo accordingly.
AI will help brands to effectively communicate with their potential customers by offering (businesses) plenty of actionable insights on user data and behavior.
AI tools and algorithms can track and map browsing habits of a target group of users and, this data, in turn, will help businesses create relevant content to appeal to the interest of a specific group and design focussed marketing strategies. AI tools can also be used to compare past and present customers—by incorporating the data of microanalysis into strategy, a marketer can learn how to retain old customers and attract new ones.
AI will facilitate the creation of more personalized video content, which will result in higher engagement.
So what does all this indicate?
Brands will have a better understanding of their customers.
Customers on their part will be happy to click more on content that interests them.
With real-time updates possible on AI analytics, marketers can plan strategies on a narrow window, allowing them to optimize their ad-spends; this will benefit small businesses, particularly because it will help them to utilize a small budget effectively.
Social media platforms will also offer an equal opportunity to the marketer for video promotion since the use of AI tools will allow the brand to monitor performance areas and click-through rates.
Digital marketing is moving towards a video-first platform by creating segmented, platform-specific formats (square for Facebook, vertical for Instagram, etc.) for enhancing viewer engagement.
In other words, AI will enable the creation of hyper-personalization of video marketing, which will lead to much better audience engagement.
With 85% of American internet users watching online videos, it is no wonder that marketers who use video as a promo tool grow their revenues faster than non-video users. It is estimated that by 2022, 75% of mobile data traffic will be by video.
The present impact of AI on video marketing is going to increase manifold in the future, and businesses are more likely to invest in a video marketing strategy that has been tried and tested and known for delivering the expected ROI.
Videos that educate a customer on a product or service, the best way of using it, and the difference the product (or service) can make (in the customer’s life), are the ones to stay ahead in the race. And for the marketer, the one that has the perfect blend of content and creativity, fine-tuned with AI support, will surely be the winner in getting better audience response. InVideo has been helping businesses for a long time with the right kind of videos that deliver the right results.