Brand Rebel | The future is video…
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The future is video…

With the advent of vlogging, I’m wondering how long it will be until you’re watching this post rather than reading it, but until I get around to illustrating an explainer whiteboard video on the subject, it’s one we’ll just have to ponder here instead…

According to Cisco, by 2017, video content will account for 69% of all consumer internet traffic, and video-on-demand content will have almost trebled. So you’re safe to say that video is a rapidly growing content area.

With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril.

Video is the future of content marketing, and various studies show that more than half of companies are already making use of the medium – a figure that is predicted to rise as more businesses realise the potential and possibilities the medium has to offer. Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why.

When it comes to potential reach, you can’t go far wrong. YouTube receives more than one billion unique visitors every month – that’s more than any other channel apart from Facebook. And one in three of us in the UK alone view at least one video a week – that’s a weekly audience of more than 20 million people…

Engage viewers and they will share the video with others. They will spend longer on your website and more time interacting with your brand. For any social media campaign, any SEO exercise, video is without doubt one of the best tools in the kit.

It is also naturally engaging, and in the age of information overload, vital for offering content that’s easy to digest. If it doesn’t, consumers simply move on. Axonn Research found seven in 10 people view brands more positively after watching interesting video content from them.

But is video really possible for small businesses? Absolutely. Production costs have fallen significantly in recent years. But, nevertheless, if you’re to realise a decent return on your investment, you will need to bear the following in mind.

Always consider the audience you are trying to reach and ensure the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are probably wasting your time.

Do not neglect social media and be sure to promote across multiple channels. If you want to fully realise video’s potential, you must make it easy for users to find and share it. Don’t neglect mobile either. The majority of all video plays happen on mobiles and tablets, and it’s an increasingly important segment.

Finally, be creative, not only with the videos themselves but in the campaign strategy you build around them. Creativity wins over the cost of production every time. Get that bit right and video won’t just be the future of content marketing, it’ll be the future of content marketing for you.

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