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The digital age although brought forth agility to the economy and the society, has also considerably reduced the attention span of consumers to a couple of minutes. So for brands and companies to become memorable, lengthy advertisement is no longer enough and aptly these companies are moving forward with video content marketing. Video advertising is becoming the best medium to tell a story about company products and the difference it can create in the market.
Instead of bombarding social media users or television spectators with exuberant and over-the-top advertisements, today companies are using video marketing to showcase and demonstrate the use of a particular product within their website. This provides the customers with an insight into the offered products and exponentially increases the chances of sales.
Through video marketing, brands can bring transparency and visibility to the customers, which help in building trust among prospective clients and increase the number of prospective clients successfully. Given the advantage of video content, businesses have found it to be the best form of marketing for product campaigns to garner the maximum ROI.
Search engines such as Google and video-sharing platform like YouTube are most likely to present a brand or website on its first search results that have a video link embedded on the page. To reach a maximum number of prospective clients, most websites and social media platforms allow the above the fold portion—the area that loads first when a webpage is opened—of the web page for advertisement. Now, diverting attention from the below the fold portion of a webpage is impossible with a small detailed written text but vibrant pictures in motion demonstrating the benefits will always prove effective.
Videos are becoming the most effective form of advertisement when directed towards millennials, who are the main consumers and users of mobile content. Furthermore, if a video advertisement goes viral, for instance, the Dollar Shave Club campaign of 2012, it improves the customer and marketing prospects extensively.
Today over 90 percent of mobile users share video on various social media and video-sharing websites, making video the most memorable form of ad contents. But the video isn’t enough to sway the influence of consumers in a positive direction with regards to a brand’s product. It is essential to bring forth a valid content that showcases the value proposition of the product, and proven market research on consumer preferences to capture the audience.