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THE VALUE BEHIND VERTICAL VIDEOS

Best Practice

Ever since Instagram first announced IGTV as their latest video tool in 2018, brands and influencers have transformed their media production, creating purely vertical content in order to successfully resonate with a mobile audience.

However, whilst there is no doubt that vertical videos successfully interact with consumers, marketers still need to understand the benefits of video marketing and how in combination with influencer marketing, this content can quickly drive further engagement and reach for their brand identity.

Continue reading to discover our breakdown behind the benefits of video marketing and why you should consider this marketing asset within your next brief.

1. VERTICAL VIDEOS ARE THE MOBILE-FIRST FORMAT

There is no denying that the world has gone mobile, and with smartphones leading the generation, vertical formats are the best way for consumers to absorb a whole new brand experience. 

According to a recent study, over 94% of users hold their phones vertical when watching a video, even if they were intended to be watched horizontally. So, with the demand for vertical formats increasing, social networks such as Instagram are increasing this seamless experience, through new tools such as IGTV. One report even stated that through the usage of vertical video,  they had 130% more views and 4 times more engagement than their traditional advertising techniques. Therefore there is no doubt that especially within the influencer marketing space, were visuality and product promotion is key, brands will continue to develop purely inspired vertical formats within their future video marketing. 

2. VIDEOS BOOST YOUR SEO RATING

Videos resonate well with both consumers and search engines. For example Google, Instagram and Facebook are among the array of platforms which promote the use of video content because they themselves receive countless benefits such as, increased inbound links and extended engagement on their sites.

In addition, if you have a blog post that incorporates a video, you are three times more likely to attract inbound links, boosting your SEO even further. Google even prioritise videos within their keywords, so when users search for a topic or brand, videos instantly appear across the top banner and quickly capture consumer attention.

3. THEY ARE A POWERFUL TOOL FOR INCREASING AUDIENCE ENGAGEMENT 

Over 90% of users say that seeing a video about a product is helpful in the decision process. Furthermore, according to a report published by Forrester, including video in social media posts leads to a whopping 200-300% increase in click-through rate.

Consequently, by optimising brand exposure within your video shares, consumers will interact even more with your content and become visually absorbed with your brand identity.

Instagram is just one platform which encourages this interactivity, allowing users to attach swipe-up links towards various websites or blog pieces for stories, a powerful tool for influencer marketing and an encouraging way to promote product purchase.

4. VIDEOS QUICKLY BUILD BRAND TRUST WITH BOTH CONSUMERS AND INFLUENCERS

As influencers strive to build a successful following and increase their credibility, authenticity is the key behind any social media campaign but also style in which they connect with their audience is also vital.

Videos are consequently a powerful communication tool which allows influencers to build the gap between reality, resonating their brand experiences instantly with their audience to create a more personal, organic recommendation.

So, as the demand of video content increases, Influencer marketing, very much like word of mouth, has proven effective because, among many other plusses, it thrives upon a trusted bond that is created between the influencer and the follower.

5. THEY ENRICH YOUR CONTENT STRATEGY

Whilst pictures can say a thousand words, videos can explain even more. They are a useful tool which allows your campaign concept to truly come to life, allowing users to truly engage with your brand experience.

Your audience can quickly become captive with your campaign, as your product can alone speak directly to the consumer, so it’s not just about promoting advocacy but also selling a lifestyle.

This fresh approach thus allows your brand message and identity to become truly recognised, as it’s not just a TV commercial, but something bespoke for a mobile-friendly audience and offers them something of true value.

6. THEY PROMOTE THE MODERNITY OF YOUR BRAND

Video marketing is still a modern means of promotion, with a limited number of brands truly optimising this format within their strategy.

Customers appreciate businesses who are up-to-date because it means they’re still relevant and understand what they are interested in, making a longer-lasting impact in less than 60 seconds. The biggest names in online marketplaces including Amazon and eBay also report that adding a video ad to a product description increases the chances of a shopper buying that item by up to 35%.

So, by showing that you’re a company who is alert of modern marketing techniques and aware of the latest technology, videos can quickly become a powerful tool for your influencer marketing, building a stronger relationship with your audience.

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