By Tony Casteleyn

Video has become an essential marketing tool. It is a crucial way for brands to get an edge over competitors in search rankings and keep their audience engaged. Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. Evidence of this can already be found in the number of videos that are shared on YouTube alone. YouTube accounts for over 28 percent of all Google searches and 100 hours of video are uploaded to YouTube every minute. Morgan Stanley predicts that YouTube will generate $20bn of revenue by 2020, from $7.1bn in 2013.

Video can be used to introduce a company to potential overseas clients. It can also promote upcoming events and help to convey complex information more clearly. It is the best way to get a marketing message heard. Here at home, more than 82 percent of the UK web population watch online video and 65 percent of the UK online video audience is exposed to video ads each month.

Video is eye-catching, entertaining and effective. It can stimulate viewers in ways that is impossible to do in text and convey more emotion. Research indicates that video on the web has 41% higher click through rate than plain text.  That’s because video can simultaneously stimulate auditory and visual senses. That in turn improves overall website experience, while increasing levels of interest and time spent on a website. Video content can also increase the chances of front page Google ranking by 53 times.

Research also shows that authentic video increases conversion rates, reduces bounce rates, and has an overall positive effect on your sales. Retail videos on a webpage can increase conversion by 30 percent and 64 percent of viewers are more likely to make a purchase in an online store after viewing a video. Video promotion is over 6 times more effective than print and online. Videos are measurable and often one click away from the ‘buy’ button.

When targeting foreign audiences you can better engage them in their own language. Videos using multilingual voiceovers are appealing and can impress international clients.  To find the right voice, you can browse our new interactive voiceover catalogue.

Over to you

Does your business have a YouTube channel? How often do you rely on video for reaching more customers? Tell us in the comments below.


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  • Arek Estall

    Thanks for the post Tony. Given the stats above, do you think that video will be the main medium for communication online in the future?

    • Tony Casteleyn

      Thank you Arek. This a very good question. Given the stats above and other stats I have seen so far, video is in the process of becoming the main medium for online marketing strategies in the future. In my opinion, written communication will remain dominant unless it changes through Web 3.0. This next web generation might be a semantic web: a mesh of information linked up in such a way as to be easily processable by machines, on a global scale. Or the Web 3.0 could be a connected device trend which will push the Web into devices that are currently not viewed as information platforms. Would people communicate in a new way which has never been seen before? We will have to wait and see.

  • Nik Andreev

    Interesting post, thanks for sharing. We can all agree that video marketing is an invaluable asset that each business must adopt.

    • Tony Casteleyn

      Thanks Nik. Indeed, each business should use video internet marketing strategies. Video is a very powerful and efficient marketing tool, especially when it is well-edited and well-published. It must also be used with caution as video can be seen as offensive or inappropriate, resulting in a marketing blunder such as the “Wake up with the King” campaign when Burger king did a video with a “creepy” king. Sales dropped 6%. Here are more Marketing failures:

      • Nik Andreev

        Ha great video Tony!

  • Sally King

    I enjoyed reading this post, thanks – video certainly is a very powerful tool. But with so many videos uploaded online every day, what would you suggest can be done to make your video distinct and get it noticed?

    • Tony Casteleyn

      I am glad you enjoyed it Sally. I like your question. If I want a video to be distinct and get noticed, I will first think about its content and its look. I would ask myself: Would people enjoy watching my video? Is there any other video which deal with the same topic? What would make mine different?

      Once I think my video is ready, I would upload it on the web. To get it noticed on the web, I would choose a title and a description which would include as many relevant keywords as possible. It is usually the first thing people read when they skim through search results. The choice of my video’s thumbnail image would also be important for me as a good image can appeal to the public. Google uses the number of links to determine its position in the search rankings. So I would create links everywhere: on my website, on relevant blogs with comments which would include a link to my video. If I choose use YouTube as a broadcaster, I would try to keep viewers engaged as it would make my video more easily searchable, since Youtube uses criteria such as viewing numbers, feedbacks, bounce rates, the number of times the video appears in playlists or favourites …