Why you need to use video in your marketing

by Sonja van den Bosch

Why you need to use video in your marketing

In a world of content saturation, businesses need to find new and engaging ways to excite their audiences. Video marketing is not new, but it is gaining momentum as email use on mobile devices and tablets continues to increase and now exceeds email openings on desktops.

With the rise in popularity of YouTube and Vimeo, video marketing is no longer as challenging and time consuming as it once was.

It is far more engaging than using images and text alone and the stats show this. By adding “video” into your email subject line, you can:

Boost open rates by 19%
Boost click-through rates by 65%
Reduce unsubscribes by 26%

The benefits

The major draw-card of video marketing is that it is visually explanatory– it draws the viewer in and maintains their attention. Chatbooks did this beautifully in this campaign by using humour to illustrate how their product aims to make their target customer’s life better.

It is time-saving for both the sender and receiver: this is especially relevant when the information given is on a complex subject. Eddie Woo is the maths teacher we all wish we’d had. Initially videoing lessons for a student who was unable to attend class due to cancer, his YouTube channel now has over 44,000 subscribers.

It is a penetrating marketing tool and has the possibility of going viral quickly. Heineken’s latest ad is a wonderful example of this. The brand’s new #OpenYourWorld campaign wants to highlight that there is more that unites than divides us.

4 ways to use video in email marketing

Educate your subscribers! Provide instructions, how-to video, product demonstrations. Many people prefer visual learning so this is the perfect way to reach them. Research shows that 64% of users are more likely to buy a product online after watching a video!

Give behind-the-scenes. Ever wanted to know how something is made? What does it take to get that product to market? Show your customers what goes into the process. The Australian Ballet’s website has taken full advantage of video to showcase every aspect

Speak directly to your audience. People connect with people and a personal message on your landing page goes a long way. We have a great example of how to do this.

Customer testimonials. Few things are more important than your business’ reputation and one of the best ways to improve your company’s image is to use testimonials from delighted customers. Video provides an emotional connection, builds the power of trust and they are a powerful, inexpensive tool.

How do I do it?

  • Video landing page. Include a link in your email marketing to your video landing page where you can also include contact information, additional calls to action and other important data. Including video on a landing page can increase conversions by 80%.
  • Still image with an overlaid play button. Include an image of your video that links back to your YouTube or Vimeo video. The video merge tag on Mailchimp helps in creating video screenshots in your campaign.

Why can’t I just embed the video in the email?

Although video marketing is becoming more popular, there are still some technological challenges. Not all email clients support video playback. Recent stats show the following email clients support HTML5: iOS devices, Apple Mail, Outlook.com, Thunderbird 24 (Mozilla) and Samsung. In case of others including GMAIL and Yahoo, the video would be displayed as a fall back image. Given that Gmail is one of the biggest email clients, this method is risky.

Video files are generally large and if sent directly in an email, the user may have no option as to whether it gets downloaded or not. This could lead to excessive data usage and possible unsubscribes.

Final thoughts

Until email clients update their software to fully support HTML5, the best options are a video landing page or including a still image with a link to your video to reach all your audience without researching what email they use.

Make the video relevant to your products and encourage video sharing. Social media is powerful and 55% of people watch videos online every day. 500 million people watching videos on Facebook every day. 500 million. And please turn off the audio; 85% of Facebook video is watched without sound.

For a guide on getting started with your own video, click here or here

Of course, whilst video is exciting and offers a different way to reach your audience, the question remains, how can you effectively incorporate video into your marketing strategy to reach your target market? Twinlife Marketing can help you work out how video can fit into your overall marketing strategy and can be contacted here.

Sources: www.campaignmonitor.com,www.insivia.com/27-video-stats-2017



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