The Importance of Having Videos in a Digital Strategy

An image says more than a thousand words. And 24 images per second can tell your story better than anything else. This takes greater relevance in the digital era, now that YouTube is the second most used search engine. Discover why videos are key for your digital strategy.

Youtube videos are a searching trend

There is a large number of people who'd rather consume information with images and sound than in writing. This is more common in Latino culture and in younger generations such as millennials.

The increase in the consumption of video content has exponentially increased in the last 3 years, as technology has made searching for information and playing videos without having to wait for an eternity, easier.

YouTube has become the second most used search engine and the third most used site on the internet.

This trend offers a lot of opportunities to promote products' and services' content, specially if we understand the buying intentions, which are:

• Information
• Education
• Reviews
• Expert opinions
• Entertainment

Kinds of videos according to the user's intention

The video should be produced keeping in mind the users intention:

Information/education

If the intention is to inform or educate ourselves, we will look for a tutorial on how to do or solve something. It's a great way to show your audience the ways in which you can help them solve their problems and give them a guide on how to evaluate their options.

As an example, a video that explains the content of an article:

For example, the following content is from a coach who helps people find work, she is a career coach and informs on: How to prepare yourself for a job interview?

Reviews and expert advice

We also look for reviews and opinions about products or services. This information is the most powerful one to have an influence on the consumer's final decision. The fact that an expert (or regular user who tells us about the experience he's had with a product or service) becomes the second most reliable source for buyers, since of course, the recommendation of a friend always comes first.

As an example, take a look at this Top Gear video:

These last cases also help to inform and educate your potential client about what your company does or solves, so they are an excellent opportunity to have an influence on them and to ask them to learn more about you, visit your web-site, your e-commerce, or get in touch with a representative.

Entertainment

Users also have the intention to entertain themselves, that's why they watch from viral videos, to series and movies. It is a little harder to use this kind of videos to promote the contents of a company, since they are produced to entertain and not to advertise yet, it is possible to do it, since these two intentions are not 100% against each other.

Opportunity to be offered as a Google search result with videos

Google tries to offer the best results to its user's searches. We know that many of these results are ads which, most of the time, we do not want to see, at least not until we have done a more thorough investigation of the solution that better suits us, or until we are ready for the purchase. While this happens, this kind of results is not relevant for the buyer at the beginning.

*Picture above: Picture with ADS results and videos

That's why Google also offers more kinds of results. It usually offers 10 non-paid results. In the digital marketing jargon, we call these organic results, that is, you don't pay Google to advertise your company (yet, you made it there!).

*Picture above: Organic and picture results

Google is always running tests with more kinds of results, such as frequent questions and snippets or zero result.

*Picture above: Results that answer questions

One of the latest kind of results that Google offers, are image and video content.

Google knows that users increasingly prefer to watch the result in a video. So if Google finds a content of this kind (video) that responds to the question asked by the user, it'll give it preference over the other kinds of results.

This brings a new way of competing in the search results. And thanks to the fact that video content is not as saturated yet as written or ad content is, there is less competition at the moment.

So, as a conclusion, you'll have:

1. A more effective way to communicate with your clients
2. A better mobilization rate
3. Less competitors

What are you waiting for to get this video strategy started?

We'd be glad to help you with a consultancy on the kinds and production of content. Call us now and get started ASAP!