What is the difference between what seems to be similar concepts of “video marketing” and “video advertising”?
Video marketing uses video content to inform the audience about a product and to increase brand recognition in general. And video advertising refers to video content that is targeted at a specific audience in order to generate revenue in the shortest possible time. Yes, these two concepts are closely related, as video advertising is part of video marketing. So how do you distinguish between them?
If a company producing goods puts a video on its website about the production process, packaging or tells about its company – it’s video marketing. But if he orders the placement of such video on third-party sites – it will already be video advertising. For our video production, it is important to understand the purpose for which the client orders the video: to involve potential customers and maintain loyalty to the current, or for more active promotion.
But after all, marketing itself is aimed at making a profit, then why do we need the existence of video marketing videos, not just advertising?
A marketing video is shown to the person who is already looking for a certain product, and he just needs to be convinced that this product will meet his needs. Advertising video suddenly appears before the viewer and should in the first seconds distract a person from the current activity and “pull” the attention to themselves. When watching an informative marketing video, the person does not feel the same pressure as when watching an advertisement.
Зачем бизнесу видеомаркетинг?
Companies use video marketing to promote their business on the Internet. If a person is not interested in buying at the moment of viewing it, the commercial will annoy him and he will simply ignore it. Placing, for example, on YouTube video with the title, which includes keywords and with the addition of the correct tags, the company will attract people who are already interested in the product. And by adding a web page address to the signature, you can increase the number of jumps on the site.
According to the statistics provided by the marketing agency “Storyteller agency”:
- When a video is placed on target pages, the conversion rate increases by 80%; on the home page, the video conversion rate increases by 20%.
- The audience spends 88% more time on sites with video.
- Video content improves traffic (84%) and generates more lids (81%).
- 72% of the audience say they prefer to receive information about a new product through video.
- 79% of viewers say that video helps make the purchase decision.