Many brands are using video content as part of their marketing efforts, but are they investing enough time and effort into it?
People love video; it’s been this way since the day it was invented, but the way we consume video content has changed greatly in recent years, and this means marketers need to use it in a slightly different way.
However, far from having a negative effect on the effectiveness of video marketing, the new ways we consume video content are helping to put video right at the heart of marketing strategies.
If you’re looking to embrace video content in a bigger way, then here are four important points to keep in mind.
Video content is already huge, but it’s only getting bigger. With faster internet connections, and the roll out of 5G, streaming video has never been easier, and people are taking advantage of it.
YouTube is already the second biggest search engine on the planet, and it’s believed that by 2020, video will make up more than 82% of all consumer internet traffic. That’s 15 times more than it did in 2017.
Streaming services have already overtaken paid TV in some countries, which means video advertising is having to find a new home. This means video production for brands is becoming ever more important.
In the past, your video’s main purpose was to grab peoples’ attention, but now it needs to go a step further and be shareable. Social media platforms love to show content that engages people, and if people are sharing your video, then it’s clear to them that it’s engaging content.
The more that people share, the more people see it, the more people engage with your brand – it’s a big circle, and you only stand to benefit. The way we consume video has changed greatly, and the aims of your video should change to reflect this.
Huge amounts of video are being watched without the sound on. One of the biggest platforms for video consumption is Facebook, and 85% of these videos are watched without sound.
This means that if you’re not captioning your videos, you’re not conveying your message as effectively to 85% of your audience. This is a huge number of people to miss out on for the sake of adding a few simple captions.
Your video doesn’t need to be limited to one platform. It can go on any platform and be an important marketing tool. If you’re only posting your video to Facebook, or only putting it on YouTube, then you’re not unlocking its full potential.
There are so many platforms out there that recognize the ability of video to engage their users, so they’re actively pushing this content. If you’re helping these platforms engage their users, then they’re going to help you by making sure a huge audience sees your video.