Video is becoming a powerful marketing tool and disseminator of information, evident in the results of a recent report by Cisco. The company explored a number of ways that video is positively affecting its return on investment (ROI) and other brands should take note. Because so many users are watching videos online, video content marketing should be integrated into strategies to promote brands, engage users and drive sales.
Cisco found that people who view videos on its site are twice as likely to engage in high-conversion activities. These users visit 44 percent more pages, resulting in more time on Cisco’s site. Video is good for click-through rates as well – Cisco’s audience was five times more likely to click-through on video blogs and was twice as likely to click-through on emails that contained video.
The report comes in the wake of a news article by Brafton that discussed consumer video viewing as well as use of video content marketing for SEO purposes. A report from AYTM Market Research showed that more than 90 percent of consumers view videos on the internet, making the medium relevant to virtually all content marketers looking to improve strategies. Brafton reported that using SEO best practices to drive discovery for branded videos can help optimize viewership.