Customers are impatient – there is no doubt about it – they know exactly what they want, when and where. Their attention span is getting lower inversely to the amount of content they consume. Because of this, audiences don’t bother reading content beyond the headlines. In fact, according to Hubspot, 80% would rather watch live video from a brand than read a blog post.
With this in mind, video is here to stay, embrace it! It can help you improve your performance: increase leads, bring in more clicks, increase your online reach and help customers better understand your brand and your message. Visual communication enables storytelling in a much more interactive and compelling way, that ultimately creates bigger impact on your audience.
Not convinced yet?
Take the example of the big ones: Facebook and Instagram have found creative ways to respond to this trend through live video and by providing ways for businesses to monetize their live streams. Many known brands like GoPro or LEGO have already jumped on this bandwagon. GoPro often shares visual content of great quality from brand ambassadors and consumers who use their cameras while travelling, camping or doing radical sports and also hosts user-generated videos contests. LEGO produces visually stunning short animations featuring their bricks, showing their latest novelties. They also partner up with big brands like Star Wars, Disney or Marvel to promote their products.
Without video content you’re missing out on a big opportunity on the second largest search platform after Google: YouTube. It is the third most visited website in the world and people watch over 5 billion videos here per day (Yes, per day!).
Share your content online with the world – it’s free to upload your videos and get access to a massive audience already using the platform. There are many examples of successful campaigns on YouTube (take Dove and their mission to show women that beauty comes from confidence) by making compelling video content that caught the masses eye. If they did it, why can’t you?
You’re not going to make it by producing a few random videos without strict planning and purpose. Here are some tips for producing video content for digital:
Producing video content has never been so easy and affordable. New technology and programs allow anyone to easily create short videos with great quality and pair them with SEO targeting features (learn how to write effective articles for seo). Your biggest investment in video producing isn’t the equipment but the time to make yourself comfortable with the tech available. Great video content will generate leads and sales while helping and affecting your customers’ final buying decisions and increasing your ROI.
There’s so much you can do to make your video content entertaining yet still relevant. You can create long-form videos, short-form videos, live streaming, video advertising, interviews or tutorials, the point is: be creative with your content and your audience will respond to that.
Creativity is becoming more and more relevant, not only for B2C marketers but for B2B as well. In fact, according to a study by LinkedIn, the great majority of B2B marketers believe that video content is the most important form of content right now and that every brand should invest in this.
Another important aspect of video content for marketers is its optimization opportunities. With video, you can measure click-through rate, drop-off points or the number of times watched, which helps seeing what’s working or what’s not.
If you’re still doubting the importance of video, take a look at this:
Forrester estimates that a 60-second video has the same value as 1.8 million words.
So, if you believe that producing video is too difficult and time-consuming, think again. 1.8 million words are the equivalent of 3600 pages of text and quite a few books. This shows that video allows you to convey a great deal of information in a short time and in a more interactive, effective and memorable way. Let’s put the tons of words aside for a while and focus on video.
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