Why Video Needs to be Part of Your Marketing Mix
Consumers are watching videos on all platforms more than ever before. According to a recent survey from HubSpot ,the number of digital video viewers worldwide is expected to reach 3.5 billion. Also in 2023 people are watching on average 17 hours of online video per week. And 91% of businesses are using video as a marketing tool.
Consumers depend heavily on this type of content during their research phase when making purchasing decisions. Thus, having a smart video strategy is a vital component to have in your marketing toolbox, especially if you are a d2c marketer.
Video continues to impact performance marketing. Performance marketing, which focuses on driving specific actions such as clicks, leads, or sales, has become increasingly reliant on video. As consumers become more selective with the content they chose to consume, video has proven to be a more engaging outlet for ads rather than static images or text which are much less captivating. In the world of digital advertising, video advertising has become a key component of any successful campaign.
As much as consumers love watching videos, shorter length videos are preferred. We owe a lot of this to TikTok. After the rise of TikTok, a wave of short form content shortly followed suite. Consumers are continually seeking out short snappy videos under 1 minute long
Direct Response TV (DRTV) and infomercials are becoming popular methods again for direct-to-consumer (DTC) brands to promote their products in detail while also displaying a call-to-action, allowing viewers to make a purchase. The DRTV video content blends information, inspiration, and entertainment with a bit more fun than the old DRTV days where the offer was the main ingredient.
There is also more video in advertising on gaming platforms as well, which is a genre that more and more direct to consumer marketing companies are exploring.
Video advertising will continue to grow and evolve with each new platform. This is a positive for d2c marketers, as it provides the opportunity to increase engagement, drive conversions, add to the database and ultimately see a positive overall impact on revenue.