Marketing trends are like users attention spans, sometimes brief and always evolving. Technology, including smartphones and social media, provide instant gratification and access to products, businesses, and each other. The unconscious trend of people has shifted from researching articles or related content to watching and engaging with desktop and mobile videos. This change in how users consume information is key to understanding how video marketing helps with website conversion rates.
Website conversion rates are defined as the percentage of website visitors who follow through with the desired outcome of purchasing a product while on a website or the percentage of people who turn into returning customers. Average conversion rates are circumstantial and industry-specific and vary based on the operating system, device, demographic and location. However, video marketing helps to attract more highly motivated visitors than print ads or text-driven social media posts. Close to 5 billion videos are watched on YouTube on a daily basis and coming in at a $135 billion dollar industry, digital video marketing is a trend that is most likely going to stick around, (forbes.com).
By nature, people are visual and video is the number one type of content consumers want to see from brands. Well-defined video marketing can create enjoyment, product connection, and understanding while generating brand awareness. Heading into 2020, video marketing through social media channels, optimized for mobile viewing is the avenue to focus on. Marketing statistics are crowded in this space as each social channel reaches several demographics, but in today’s social culture, Instagram and Facebook remain on top. 500 million people use Instagram Stories on a daily basis and over 75 million people visit Facebook Watch daily, (biteable.com). In other words, creative, concise and engaging video marketing is a necessity if you want to increase your conversion rates.
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