Consumers have become wary of traditional marketing in terms of direct promotional materials and content. We know that companies want our money and will try to convince us we should spend it with them. This is why peer marketing has boomed in the past few years, where social media platforms have become a venue for consumers to recommend (or criticize) brand products and services to their social networks.
When it comes to B2B marketing, companies will find many ways to convince you they are the brand for you and, in the past, those with the most money to spend on marketing and advertising had greater influence on their audience. YouTube and social media equalize this playing field because there is a cost-effective opportunity to reach your target market if video marketing and social media are used the right way.
Successful marketing relies on trust – consumers trust their peers and trust what they can see and hear, which puts video marketing in an important position. Entertainment has become vital to successful video marketing, where one could argue that companies are looking to entertain first and promote second. Take, for example, a video that went viral a few weeks ago, “First Kiss” where strangers were asked to kiss each other after only meeting a moment before. The awkwardness and hesitancy in the encounters appealed to such a widespread audience with over 69-million views on YouTube, and countless parodies. Only later did the world find out this was an extremely clever marketing ploy by a ladies clothing brand in L.A.
With almost double the number of visitors converted into leads when a video is embedded in a web page, we know that video marketing is effective…but why? Let this infographic shed some light on why videos, a visual, audial and potentially emotional experience, make a difference in marketing.
How often click on a YouTube thumbnail when visiting a website? Does this help you make your decision about a company? I look forward to your thoughts below.