Searching for information has evolved over time. Gone are the days when we would flip through encyclopedias for the answers to our questions. With the dawn of Search engines like Google we entered a new age of discovery and in 2020 we are entering yet another new age of information. Videos.
Videos are changing how we search for content, it’s impacting brand’s search rankings, and it’s setting us up for what’s to come next.
With YouTube now the world’s second largest search engine, and numerous other platforms proving videos at the top of our search results, integrating video into your content is an essential next step if you want your brand to not only move forward in a new era of content, but effectively keep up with how your audience is searching the web.
How Important are Videos, Really?
Raise your hand (yes, we’ll know if you did…) if when searching on Google for well, anything really, you switched over to the video tab or immediately clicked on one of the videos in the carousel. It’s becoming a habit to rely on video content when searching out of not only convenience, but as more become available.
Brands are creating video content and using it as a marketing tool 81% more than they did last year, and as of 2022, online videos will take up more than 82% of all consumer internet traffic. These are huge indicators that it’s not just valuable for a brand to incorporate videos into their strategy, it’s a must.
How Does Video Impact Brands?
Brands that incorporate video into their product pages, blogs, articles, etc. are 53% more likely to be at the top of their search page. They also experience a 158% increase in organic search traffic Those are numbers you can’t ignore, and brands who are ahead of the game haven’t. Let’s take a closer look at a few ways some of our favourite brands have utilized video content.
In 2020, it’s no longer surprising to find video demos on product pages. We were first introduced to this trend back in 2016 when one of our favourite companies, Zappos, started the craze. Rather than just showcasing photos of their shoes, they included a short video giving their audience the next best thing to actually seeing it in person. This simple new addition to their content drove more traffic to their site at a time (2016) where video was just beginning to make an impact on brand’s marketing decisions.
Other brands like Nordstrom and Structube took that idea and evolved it even further into detailed product demos or descriptions and styling videos. Utilizing video content on their product pages was a way for them to get more information out about their products and bump their search ranking at the same time.
Nordstrom Canada
Structube
Another great example is Michael Hill. The Canadian jewelry company is one of the largest in the country, and they are number two on search under “jewelry Canada”. Their blog features video content where they cover a number of different topics relating to their products and industry. Now the interesting piece here is they outranked Tiffany’s. The much larger and more well-known brand has the capability of being at the top of any search page, but they do not utilize video content anywhere on their site. Coincidence? We don’t think so…
This is Only the Beginning
Stretching and reshaping your brand’s strategies is how to gain longevity and stay relevant as new strategies come and go. With video content, find small corners or wide-open spaces of your business that you know have an “IT” factor. A great example is the beauty industry and video tutorials on how to use a certain product. Sure, you aren’t reinventing the wheel with this specific strategy, but it’s a wide-open space that people love, which results in a lot of views. Understand each area of your business, find the “IT” and begin creating.
So, we know that video content is the current “search ranking king/ queen”, but it won’t stop there. We are quickly moving into a place of voice search, which will soon be the new era that yet again businesses will have to adjust to. If your brand is ready to get on top of video content, or you want to get ready for what is to come, reach out to us! Our team at LBITF would love to help you evolve.
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Article Written by:
Angelica Nicole Greene-Barrales
Marketing Lead at Little Bear in the Forest | Digital Marketing Collective
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