November 22, 2015

Video is truly the future of content marketing. According to industry leaders like Cisco (which happens to be one of our clients), video will account for almost 70 percent of consumer internet traffic by the year 2017. Video-on-demand traffic alone is projected to triple by that time. Anywhere you look, video is expected to continue with its rapid growth. More than half of businesses are already taking advantage of this medium, and 64 percent of marketers are expecting video to dominate their marketing strategies in the near future. And it’s not hard to understand why.

YouTube receives over one billion visitors every month. That’s second to Facebook. If one in three people view one online video a week, that’s a weekly audience of over 20 million folks. When it comes to potential reach, there’s nothing greater than video. There’s also the chance of a video also going viral. Recently, Volkswagen announced a trio of its videos was seen 155 million times. The lesson is clear. Engage viewers and they will share it with others. For any social media campaign, video is the best tool in the kit.

In an era where there’s plenty of information overload, online consumers love engaging content that is easy to digest – video fits the bill. According to Forrester’s researchers, if a picture is worth a thousand words, one minute of video equates to 1.8 million. Viewers also see brands in a more positive light after watching an engaging video about their products or services.

Is video attainable for small businesses? You bet it is. You know longer have to be a technical whiz to create a video. Apps like Twitter’s Vine make it easy for those small businesses on a tight budget. Still, it’s important to create a video that’s relevant to your audience. At the same time, it should be put on multiple social media channels for promotion. And don’t forget about mobile either. More and more, consumers are using their mobile phones and tablets to access the Internet.

Creativity is key when making video. Use videography to combine many different art forms, such as storytelling, music, design and visual arts. With this medium, your potential customers can experience your brand in a way that can’t be matched. They can hear your voice, learn about your product and see your space. Use it right, and video will allow you to develop an emotional connection with your customers. It can give you an edge up in a crowded, competitive market.

If you’re still on the fence about video, here are some statistics to sway you.

  • 78 percent of Internet users watch one video per week. 55 percent of that group report watching at least one video per day.
  • Video improves search results. In 2012, 70 percent of the top Google search listings were video. Google knows folks want to watch videos.
  • 81 percent of senior marketing execs are featuring online videos in marketing campaigns.

So what are you waiting for? Jump on the video explainer wagon and increase your sales today!


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