[Not] BREAKING: Video Should Be Part of Your Ad Mix

Video hasn’t been this popular since it killed the radio star in 1979. OK, that might be a little bit of an exaggeration, but at least you’re singing now.

If you’re not using video to help promote your brand or product/service, you’re doing this whole “advertising” thing wrong. Don’t worry, we’re here to help.

In a piece highlighting some interesting numbers from HubSpot, Forbes breaks down why video has become so important for modern marketers. According to the report, 90 percent of consumers indicate product videos directly inform purchase decisions. Further, by 2019, online content will consist of 80 percent video marketing. More from the article:

• Adding a video to marketing emails can boost click-through rates by 200 to 300 percent.
• Embedding videos in landing pages increases conversion rates by 80 percent.
• YouTube reports mobile video consumption grows by 100 percent every year.
• 64 percent of customers say they’re more likely to buy a product online after seeing a video about it.

To keep up with competition, remain relevant and break through to your target audience, developing video content needs to be one of your top marketing tactics.

People want to be told a story. Stories are authentic, compelling and relevant. Stories are personal and make connections. All brands have a story to tell, and video can tell that story in ways that text cannot.

If you’re struggling to see how incorporating video fits into your advertising plan, or even thinking, “It costs too much to produce,” “If I don’t spend enough, the quality will be terrible and it will reflect poorly on my brand,” or even, “We’re not a big enough brand to justify the expenditure,” then it’s time to set you straight.

In another life, it would cost $100,000 “just to turn on the camera” for TV commercials. And that was before HD hit the screen. Video production has evolved since then, going from a “big-budget tactic” to brands of all sizes using an iPhone to produce quality content. At MGH, we have several smaller budget clients we help produce amazing video content for, with great results.

High-definition is necessary for television, but it’s not for the internet. There are plenty of opportunities to create quality video content outside of hiring a production team with a camera worth more than your budget. Your video simply needs to be authentic and tell your brand story.

All said, you shouldn’t rely on video to replace other marketing tactics. However, it should absolutely be a top priority in making your marketing mix stronger.

Like all marketing strategies, video has its place. It just so happens that place is pretty much anywhere online -- on your website, your social media pages, via smart digital advertising. You get the idea. Online media allows your video content to target the right people in the spaces they are spending their time.

You don’t need a big budget to know that.