Advantages and disadvantages of video advertising
This is a detailed article on the advantages and disadvantages of video advertising. Though videos are very effective to appeal to the multiple senses of the viewers, they are not without some limitations. With so many billions of videos being watched every day across different platforms, entrepreneurs cannot simply ignore it.
Advantages of video advertising
Videos have potentials to go viral, and therefore may spread and develop very swiftly without the owners having to even promote them actively. Usually, viral videos have certain traits that make people talk about them resulting in going viral further. The more viral the video ads are, the more exposures are for the organisations to create brand awareness and achieve other promotional objectives.
Videos tend to get ranked quicker and higher in search engines than regular pages with written texts and pictures as search engines love contents that are engaging. If organisations upload their video ads on YouTube, their websites, and social media pages, the possibility for the videos to show up in search results is greatly increased.
Content-sharing is very important for organisations to reach out to more people. If this can be done free, then it is amazing, is not it? Unlike, some other methods of promotion, people tend to share videos they love. Lister (2020) reports that 92% of mobile video viewers share videos with others.
As videos appeal to multiple senses, there are very effective to address the needs of people with different learning styles. Many companies are now-a-days using videos for product demonstrations which is very useful for potential buyers to make a purchase decision. Likewise, a lot of information can be condensed in a short video which saves a lot of time for the viewers.
Video advertising is a great way of generating sales leads. Jacob (2021) states that people are 64-85% more likely to buy after watching a product/service video.
Disadvantages of video advertising
There is no denying that most viewers who watch videos on YouTube simply skip adverts. Even if they watch the commercials, there is no guarantee that the viewing will be translated as a purchase at the end.
Videos need to be short to keep the viewers engaged. Working with a limited timeframe means that the owners need to condense a lot of information, thereby leaving behind something they may have preferred to incorporate.
Technical difficulties causing slow video loading can decrease the number of instances viewers can watch a video. Likewise, with so many websites and blogs operating in the industry, it becomes difficult for small entrepreneurs to select the best ones to run their video ad campaigns.
The clutter is so high in the video advertising industry that viewers are overwhelmed and often not sure which ones to watch. Tanskovska (2021) reports that 500 hours of video are uploaded on YouTube alone every minute.
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Last update: 02 April 2021
Jacob, S. (2021) Can Product Videos Increase Conversion Rates? Available at: https://neilpatel.com/blog/product-videos-conversion/ (accessed o1 April 2021)
Lister, M. (2020) 37 Staggering Video Marketing Statistics for 2018, available at: https://www.wordstream.com/blog/ws/2017/03/08/video-marketing-statistics (accessed 01 April 2021)
Tanskovska, H. (2021) Hours of video uploaded to YouTube every minute as of May 2019, https://www.statista.com/statistics/259477/hours-of-video-uploaded-to-youtube-every-minute/ (Accessed 01 April 2021)
Author: M Rahman
M Rahman writes extensively online and offline with an emphasis on business management, marketing, and tourism. He is a lecturer in Management and Marketing. He holds an MSc in Tourism & Hospitality from the University of Sunderland. Also, graduated from Leeds Metropolitan University with a BA in Business & Management Studies and completed a DTLLS (Diploma in Teaching in the Life-Long Learning Sector) from London South Bank University.