Did you know that you can increase landing page conversions by up to 80% with the use of a video? Did you know that Email Marketing campaigns using videos can increase open rates by up to 6 times? If you want better responses you should consider this medium. It takes a lot of work and resources to make a good presentation. Besides the camera, lights, editing software and other equipment, there is also the material and its delivery. Writing a script is hard enough, but even the most compelling script needs a charming personality to deliver it.
Not everyone can make the sales message explode on the screen. After all of that, it has to be shared on social media, repackaging and repurposing it into different media. Using social media analytics tools, the visitor footprint can be counted and tracked from entry to exit, including the pages visited, as well as the length of video viewing. These analytics tools are important for the web owner to better understand their audience by reviewing video marketing statistics.
Digital marketers have since learned a trick about content: it can be repurposed for use in other media. Repurposing can easily result in more than 10 different posts on social media and other websites. You start with a script crammed with all the information about a product. Shoot the video, edit, and post to YouTube. Link from YouTube to the company website, and wrap it around a blog article. Strip the audio and post and share it as a podcast.
The same contents can be rewritten in chapters for other stand-alone blog articles. The links are shared on other social media. Snippets from the script can also be shared on Twitter, as hooks to the link. A single link on YouTube can lead to a month of the social media material.
These all use the same source. Images and infographics can be created afterward and added to the marketing mix as additional posts. This chain of repurposing makes the content material more important. It can also make the whole thing go viral because they all link towards the single link on YouTube or the blog or on Facebook.
Recent research studied different content types used by B2C digital marketers. The results showed that social media posts without video were on top with 92% of marketers using them. The second spot was the video with 76% of usage, 67% used illustrations and photos, and infographics at fourth with 59% of use. The numbers do not add up to 100% because marketers used more than one content type.
Social media posts are relatively easy to do. These only need a link to a page and a blurb, and even without any changes are used on Facebook, Twitter, and other social media. For the most part, these are used for completeness. It allows the marketer to have a presence on social media. The heavy lifting is done on YouTube. The usage may be slightly lower but have better results. With a single source material, repurposing can produce an endless number of links and social media shares.