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Video content is hot right now, and many marketing teams are looking for creative ways to utilize it in their digital marketing strategies.

Consumers tend to gravitate towards video content because it’s easier to digest. Digital marketers are noticing this, resulting in an uptick in overall importance being placed on this channel versus other content styles.

Consumers tend to gravitate towards video content because it’s easier to digest.

Source: Smart Insights

Studies show that about 54% of consumers want to see more video content from brands that they support, not only for entertainment purposes, but for promotional and educational purposes as well.

With numbers like this, video content should be added to a brand’s digital marketing strategy, and there are a variety of methods for them to do so.

What is video content in digital marketing?

Video content, in a nutshell, is sharing content in a video format via a brand’s digital marketing channels. Videos can be shared in several different digital channels, including:

  • Emails
  • Social media
  • Websites

Video content also doesn’t have to be for entertainment purposes, which is where many marketing teams get hung up. Marketers can make use of videos in a variety of ways, including:

  • Introduction videos
  • Support videos
  • Explainer videos
  • Testimonial videos and more

According to the latest research done in 2018, one-third of all time online is spent watching videos.

What role does video play in digital and email marketing?

With consumers spending more time watching online videos, marketers definitely want to begin incorporating video content into their digital marketing strategy, if they haven’t already.

One of the best ways to do this is to begin incorporating videos into your brand’s email marketing strategy, because consumers still prefer to hear from their favorite brands through email more than any other channel.

Need more incentive to include video in your email marketing strategy? Check out a few of these stats:

  • Video content in an email leads to a 200-300% increase in click-through rates
  • Sixty-four percent of consumers are more likely to purchase a product online after watching a video

Need more incentive to include video in your email marketing strategy? Check out a few of these stats:

Source: Campaign Monitor

How to measure the success of your video content

Measuring the success of your video content comes down to which channel you’re choosing to use it on. Each channel (social media, email, website, etc.) has its own analytics and insight programs to help guide marketing teams on how their content is performing.

Videos in email

When it comes to measuring the success of your video content in your email campaigns, you’ll want to monitor several different KPIs, including:

  • Click-to-open rates – this KPI compares the number of unique clicks and unique opens. It helps guide marketing teams by indicating how effective the email was when it came to getting users to open and click through to learn more.
  • Click-through rates – this KPI measures how many people clicked on a hyperlink, CTA, or image within a specific email. In most cases, videos that aren’t embedded directly into the email will be hyperlinked to a CTA or image.

Videos on social media

Depending on which social media platforms your team chooses, you’ll have a variety of metrics to review. For example, Facebook provides users with several metrics to review after marketers post a video to their brand’s page.

Does video content really matter?

Based on the statistics, video content does matter because that’s where consumers are spending their time, and any good marketing strategy will aim to reach their audience where they are.

What now?

Video content is going to play a significant role in digital marketing moving forward, so it’s imperative that marketing teams take the time to begin implementing it into their strategies if they haven’t already.

Ready to start adding videos to your email marketing campaigns? Campaign Monitor makes it easy with their drag-and-drop editor. Want to learn more video’s place in marketing? Check out our piece on Video Email Marketing.

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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