Video is a nimble and effective medium — and it’s growing in popularity
Today, brands have an overwhelming amount of choices when it comes to creating content. Should the latest company news be shared as a blog post, or a series of Facebook updates? Announced in a branded podcast? Or perhaps sent out via email newsletter?
An experienced marketer knows there is a right time and a right place for each of these content types. But an experienced marketer also knows that one type of content generally rises above the others in the cluttered digital landscape: video. In a world where attention is scarce, where most consumers have a smartphone handy at all times, and where lightning-fast internet speeds have done away with bothersome buffering, video has emerged as the content king.
Just how popular is video? In a recent research report, Cisco estimated that in 2019, some 80% of all internet traffic will be video. And it will keep increasing: “Internet video traffic will grow fourfold from 2017 to 2022,” Cisco forecasts. More than half of people with internet access watch videos online every day. And Forbes reports that “the average user spends 88% more time on a website with video.”
Video also mixes well with other content types. The research firm Forrester found that including a video in a marketing email can increase click-through rates by more than 200%. Even just putting the word “video” in a subject line can boost open rates.
In 2019, even the smallest business has no excuse to not use video for marketing and sales. The audience is there and the data proves it. To help you get started, here’s an overview of the types of video content your brand can create, and where to deploy it.
The company profile. A one- or two-minute video can complement the “About Us” text on your website. This content can live on your homepage, but also within that first email that your newsletter subscribers receive.
Animated explainer. If you need to explain a dense topic to clients or customers — say, how your supply chain works — video can help make the topic accessible. A voiceover in plain English, alongside helpful graphics, is all it takes. This content is helpful in everything from sales pitches (think dynamic process overview) to training sessions.
The live broadcast. Holding a press conference or announcing a new executive? You can live stream the news using platforms like Facebook Live, Instagram Live, or YouTube. Just make sure to have a run-of-show ahead of time — leave ad libs to professional actors. This content can be shared in real-time on social media, so clients and customers can tune in from afar.
The no-sound video. An effective piece of video content needs sound, right? Not so. Many of us watch videos at the office or on the train, with the volume turned off. Indeed, “85 percent of Facebook video is watched without sound,” Digiday reports. Savvy brands produce quick, no-frills videos that promote a product or idea using subtitles and a few colorful images. This content can be promoted with ad dollars, and placed before other videos on site likes YouTube.
With video further establishing itself as the reigning content type online, and with the barriers to creating quality video so low, brands of all sizes should be producing video. Whether you’re the local hardware store on Main Street or the biggest business in the city — start filming today.
