​Women engage internet video content frequently, and brands can inspire website conversions with positive messaging.

​Brands must identify which marketing channels reach their target demographics best, especially as competition for consumers’ attention heats up online. Content marketing provides businesses with new opportunities to educate prospects with custom content, but companies need more than text-only blog articles to push people through the sales cycle and increase website conversions.

Visual content inspires internet users

As the content marketing landscape evolves, brands have begun to incorporate new tactics like infographic marketing and video content production, and these media types help roundout brand campaigns. Brafton covered an Invodo report recently that found 44 percent of surveyed consumers either strongly or somewhat agree that video content inspires them to purchase products or services. Marketers can use visual content to reach buyers who prefer to watch promotional material, and the medium allows for brands to create narratives that pull viewers in for the duration of the online clips.

Female audiences increase video content consumption

For companies promoting products aimed at female audiences, video proves an effective channel, and demand for visual media continues to soar year-over-year. Online video content consumption among females 18 and older increased 45 percent last year to reach an average of 7 hours and 12 minutes. Mobile video engagement rose by 7 percent to total 5 hours and 2 minutes. These numbers come from a recent Nielsen report. Interestingly, females aged 18 to 34 watched approximately three less hours of television last year, while internet video content consumption jumped 4 hours. Brands that have traditionally allocated resources toward major broadcast networks should evaluate their marketing spend and invest more in digital outlets.

Females aged 18 to 34 watched approximately three less hours of television last year, while internet video content consumption jumped 4 hours.

The changing mindset of women

Nielsen commented on the changing mindset of women shoppers, writing, “the female brain is programmed to maintain social harmony, so messaging should be positive and not focus on negative comparisons or associations.” The Nielsen NeuroFocus also noted that women “remember more and differently” than men. Brands that produce video content to promote their products frequently purchased by women might want to tailor their strategies to consider Nielsen’s advice.

Video marketing requires brands to leverage different messaging than they would in written content initiatives, but the payoff can be significant. Because visual media compels viewers to convert, businesses can expect their content ROI to increase, as long as the right messages are communicated effectively.

Ted Karczewski is an Executive Communications Associate at Brafton. He works to develop his own voice and apply his passions to the evolving world of SEO and content marketing, but he doesn't shy away from writing for fun. After graduating from Suffolk University, Ted used his Communications degree to test out Sports Journalism before Marketing at Brafton.