Try and remember the last time you made it through the day without seeing a video play, whether it was on a personal electronic device or on a public screen or billboard. The amount of video we consume everyday can feel overwhelming at times, but there is a reason the most successful brands are keen to communicate this way.
A survey by Brightcove Inc. looked at the impact of video content on consumer purchasing decisions, and the results were clear: video is one of the most powerful marketing tools, especially among millennial consumers.
Of more than 4,000 people surveyed, 76% of consumers and 85% of millennials reported they purchased a product or service after watching a marketing video. It was also found that video is the preferred form of brand and marketing communication for 36% of consumers overall and 46% of millennials.
Brightcove’s survey also asked what types of products and services consumers most enjoy seeing videos for: 56% for personal electronics, 52% for household appliances, 48% for tools, 47% for software, 35% for clothing and makeup, and 27% for personal care.
As marketers continue to experiment with video and determine the right format and length for their brands, it’s important to keep in mind that videos aren’t just vessels for information, but that they should be a catalyst for action. Brightcove’s survey found that 45% of consumers overall and 57% of millennials reported it is helpful when videos have a call to action so consumers have clear direction for next steps. Additionally, 35% of consumers overall and 41% of millennials said they’d like videos to include links for them to access more brand information, making their experience seamless.
Effectively using video in the email marketing world usually take one of two forms. The email campaign is designed specifically to drive the recipient to a landing page where video and other marketing information is available to "close the sale".
Alternatively, the video can be "imbedded" in the email directly (or more precisely designed to look like it). Emails can't effectively host videos directly in the copy without compromising deliverability, but by using a screen shot image of a video with a "press to play" symbol superimposed on that image, it gives the look and call to action to play it. The image itself is hyperlinked to wherever you want to host the actual video and it starts playing on the click.
There is no doubt that videos are an essential instrument in the digital marketing landscape, especially among the millennial population. Choosing the right technique to incorporate your video into your email marketing plans is up to you, but the inclusion of video to help educate and illustrate your product or service can be the closing technique you need to make your campaigns soar. If your brand hasn’t been integrating video content into your marketing efforts, now is the perfect time to start.
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