Video is driving the web right now
As the age-old saying goes, “a picture is worth 1000 words”, however, marketing strategy analyst Dr. James McQuivey claims that 1 minute of video is worth 1.8 million words. But, could this really be true?
With fast access to the internet and the rising influence of social media over the past decade, the spreading of information to consumers literally revolves around online visual content. In fact, 1/3 of all internet activity is spent watching online videos.
Studies have continued to prove how powerful visuals, specifically video, are in learning environments and now, Video Content Marketing has become an essential part of any campaign strategy for brands trying to expand their audience. Many notable bloggers and influencers within the digital marketing community have already begun pushing this trend onto their readers. Gary Vaynerchuk explains that “The single most important strategy in content marketing today is video. Whether it’s video on Facebook, Twitter, Snapchat or YouTube, the content you need to be thinking about creating and marketing on social for your business is video. Period.”
To understand why Video Content Marketing is so effective, you must first understand the psychological effect visuals have on consumers. Through video content people can retain information better which helps consumers visualize your product or service in their mind. This helps them to understand your brand on a deeper level and they will also be able to remember the information longer.
In today’s world of constant scrolling through news feeds and profiles, people are more likely to spend their time watching video with enticing visuals rather than reading plain text. Younger generations such as Millennials and Gen Z have been groomed to expect video content at this point. If they need to find specific information on something, they are more likely to start off searching through videos than using traditional search engines because the information can be viewed and delivered faster.
The Big 3
Video Content Marketing has helped grow brands by giving them the ability to exponentially increase exposure, collect valuable data on their customers, and deliver more personal attention to their followers.
Although YouTube is still an excellent tool for publishing video content, the downside to only using YouTube is that it’s slacking with upgrade features and essentially acts as a giant video library that users must sift through in order to find relevant videos. Unless you already have a good following and a lot of video views, it can become quite difficult to be seen due to the enormous amounts of competition out there. Social sharing apps like Instagram, Snapchat and Facebook have developed and tweaked their platforms to make sharing video content with consumers much easier and efficient.
The Rise of Instagram
With an astounding active user base of over 400 million, Instagram has become an extremely useful tool in social media marketing. Known for its hipster filters and block photo format, Instagram attracts users who are solely interested in looking at pictures and video clips. What sets Instagram apart from other apps is that it’s great for giving quick behind-the-scenes clips of your brand. By giving your followers a glimpse into how you polish your jewelry or what your office looks like, you’re giving them a unique opportunity to “get to know you”. Businesses can now create sponsored video ads and can tailor these videos depending on whether they’re trying to drive more leads to their business website or simply create brand awareness.
The Exponential Growth of Snapchat
Snapchat has only recently started to attract brands for video marketing but it is growing rapidly with over 10 billion watched snaps per day. Even more recently, Snapchat has begun allowing only a select few well-known brands like ESPN and Cosmopolitan to promote their accounts in the Discover section on users’ stories page. Similar to Instagram’s filter effects, Snapchat allows users to draw over their snapped videos which can give brands an opportunity to get really creative. Another unique feature about Snapchat is that videos will only last for up to 24 hours which gives your followers a sense of urgency. Taking advantage of this sense of urgency can easily be integrated into a marketing campaign. If you release a coupon code that’s only good for as long as it remains up on Snapchat, your customers will be more compelled to use it.
The Massive Audience of Facebook
In order to generate successful video content, you need to know what kind of content works for your brand and what doesn’t. This is why Facebook is king – because of their awesome data collecting system that can provide you with a wealth of information about your customers.
When you create video ads for Facebook, you can choose exactly who you want to target and you can define your advertisement goals- website conversion, getting more “likes”, offering exclusive coupon codes, etc. Audience insights gives you crucial data on your existing and potential customers so you are able to analyze things like demographics, purchase behavior and even their geographic location. You can then take this data and use it to refine your video marketing strategy.
Another important thing to note is that Facebook is by far the most popular social media site in the world with over 1.65 billion active monthly users. Any video content you publish needs to be shared on your Facebook business page, but you need to upload all of your video content directly rather than simply posting links to your YouTube channel. Because Facebook and YouTube are competitors Facebook has programmed its algorithms in favor of native content. So basically, when you upload directly to Facebook, this gives you a much greater chance of being seen by your community of followers.
Don’t Be Intimidated
Before you can get started with your video content strategy you need to first determine what content will generate interest for your target audience. If you’re new to the game, don’t be scared off by the idea of creating videos; start with 1 and measure the results. Adjust and create another video, measuring your results every time.