5 Reasons Video is Dominating the Content Marketing Game

Creating a page that is able to rank on Google properly is a titanic feat on its own, let alone to optimize it for conversions. Conversions are actually the reason why we do everything, from building the website’s interface, to generate its content, up to pay hefty sums of money to advertise it on social media.

But what if you could easily boost all your conversion rates to absurd levels with a simple trick and see them skyrocket? It sounds like a cheap advertisement, doesn’t it? Well, according to some very recent researches this trick is a sound reality instead, and it’s something we had under our noses all this time: Adding videos to pages. Let’s see why.

1. We’ve Grown Accustomed to Video Ads

Saying that videos are, by far, the most effective form of advertising is like stating the obvious. Although the trend is eventually going to change, up to 2016 TV ads still were the most effective advertising medium. We have been attuned to TV since we were children, and we got so much accustomed to watching it that eventually it became the principal channel through which we learned, experienced and knew the world around us. The way we live our human lives are still dictated by the trends set up by TV, so videos are simply the simply the form of online communication that is better suited to capture our attention. Which is something that goes directly to point 2…

1. The Human Attention Span is Lower than a Goldfish

Human attention span kept dwindling over the course of the last three decades. A goldfish has an average attention span is 9, while human one used to be 12 up until 2000. Now we landed to a pathetic 8.25 seconds (meaning that the vast majority of users stopped reading this article after the first paragraph). This means that probably, although you invested a lot of time writing your content (which is still good to improve its on-page SEO metrics), no one is going to read it, sorry. I know that feeling. However, if you just add a video to your page, the time people spend on it is increased almost three-fold to nearly seven minutes.

1. Videos Increase Trust and Safety

While they browse the internet, most people live in constant fear that their privacy is violated and that their security is at risk. With all the spamming, phishing and credit card frauds going around this risk is concrete enough for all the less tech-savvy users. And even if your website has nothing to do with that, this fear is often irrational enough to let people feel suspicious without even realizing it.

What’s the most effective way to tell them you can be trusted other than bringing back some human interaction? Talking to them directly lulls them in a sense of… well true security in the same way a badge or trust seal can improve your conversions.

1. Videos Get Better Conversion Rates

This is as simple as it sounds. Videos often get viral, and they’re shared more than anything else, because when someone wants to show his friends something it’s definitely simpler to do so with a video rather than forcing them to read something. 9 mobile users out of 10 share videos with other people. And if even this isn’t enough, even famous influencers like Neil Patel claim that videos increase their conversion rates by up to 64%.

1. Videos Evoke Emotion

Every expert salesperson will tell you that the secret of successful selling is being able to evoke emotions. People base their choices on feelings. The brands they favor and products they buy are vastly depending on the emotions they experience when that object is presented to them. Videos can reach their hearts, touch their emotional strings, talk to their inner children or simply make them laugh. A video is much easier to remember than the most colorful page or the most catching text also.

Adding a video to your content page can prove to be the best idea you ever had for your website. Just try it, and you will see how beneficial (and easy) it could be.

Are you experimenting with video content? Share your tips and tricks for increasing engagement with video content in the comments.

Tommy Wyher is a Tampa native who works in various startups.