Video, Google, and getting the best bang for buck
Wednesday, 3rd November 2021
It’s not news that video is the fastest-growing visual brand growth tool currently on the market, with over 92% of marketers placing the medium at the heart of their strategy – an increase, incidentally, of 14% from 2018!
Video offers brands a unique opportunity to capture a viewer’s eye more effectively than any other medium, with viewing time up from an average of 84 minutes daily in 2019 to over 100 minutes in 2021…and growing fast!
Covid-19 really only served to accelerate a trend that was already gathering pace – platforms like YouTube and Facebook paved a path for a new generation of creators and consumers, particularly for short-format video content. TikTok and Snapchat developed a whole new audience spectrum, and forced players like Instagram to change their strategy to accommodate new behaviours and trends.
The result? A huge, wide-spectrum audience who are happy to scroll, consume, scroll, consume, scroll, consume until the cows come home…
Here are some great stats to illustrate what we’re going on about!
- In 2021, the average person will watch 100+ minutes of online video content per day
- 92% of marketers now say that video is at the heart of their marketing strategy
- 6 out of 10 people prefer watching online videos to television
- By the end of 2021, 82% of all internet traffic will be video
- Brand recall from video is 85% higher than text
- 72% of customers would rather learn about products and services via video
- Video marketing increases qualified leads by 66%
- 93% of marketers have gained new customers from video marketing
- Social videos are shared 1200% more than text and images combined
- The most popular video length for video ads is 15 seconds, accounting for 32% of all ads.
- 70% of marketers predict making significant increases to their video marketing budgets in 2021
So where does that leave you, the business owner who has product or brand videos, or wants to develop some as marketing tools for use on websites and other channels? Well, in a very good place, actually!
Even if you’re only planning to use video on your website, the habits that audiences have formed and reinforced over the past few years, now entrenched even further during Covid, mean that people are expecting to find video on your website; expecting to see your brand or products in moving images; happy to invest the time (but keep it short!) to learn more and hopefully make a purchase decision.
How to ensure that your website video gets the traction you’re looking for
A recent update from Google has revealed that to get the best performance from an on-site video – from search optimization to view conversion – you need to place your video prominently on a dedicated page.
By placing it on its own page, and making it the main subject of the page, Google is far more likely to index and rank it highly, giving you better visibility in search and encouraging a higher play click and watch rate.
In its update, Google specified that it’s also ok to use the video in other areas of your website, for example embedded in a news article, but that having it on a specific page would amplify its performance significantly – and it’s also a good idea to include the video title, description and any other relevant data to enhance SEO even further.
Ideally, as a marketing strategy you should be looking to create new video content as often as possible, remembering of course that one piece of video content can be used across a full spectrum of marketing channels including social media, paid media and your website.
Be sure, though, to apply the above advice – after all, if Google says it, it must be true!