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The rise of video marketing

January 24, 2019

Video marketing has seen significant growth over the last few years, in fact, in 2019 over 80% of all online traffic will include video content. If you haven’t started to use this medium within your businesses digital strategy it is a must to evolve and start creating video content for your audience's consumption.

 

Global Consumption and Lead Generation

 

Whether you are looking to raise awareness, build lead generation, increase conversion rates or boost engagement, video content has the ability to do it all. 86% of online marketers are using video content, of which 81% feature these on their brand’s website. It's important to engage your audience, the more your viewers understand the better the conversion. It is said that video converts 70% better than any other medium with 95% of consumers retaining the communicated information through video, whilst only 10% retain information from a written article.

 

Using a branded video on a website increases engagement significantly. Visitors spend on average 88% more time on a website with a video. If this is on your homepage, it has the ability to increase conversion rated by more than 20%.

 

Video allows you to bring content alive. It helps a brand or business to inspire and evoke emotion from the audience. Targeted correctly, it helps to drive the appeal to their audience in an authentic way, continually telling a story that keeps audiences connected and attracting new views. One of the main areas which video converts more than text is through its real-time, immediate reaction and connectivity with audience members. This can be achieved through real-time comments, reactions or question submissions on Live-Streams.

 

 

Social Media and Video Content

 

It is vital that companies take advantage of social media and the potential reach it possesses. When it comes to video, YouTube is the number one platform. With over 1.9 billion active monthly YouTube users, and more than 30 million people on the platform daily, uploads on YouTube are a must. Over 5 billion videos are watched per day, 500 million of these are on mobiles. YouTube content allows you to promote an idea in a creative format. Not only is it the biggest video network it also is the number one sharing platform with over five billion videos shared to date.

 

When it comes to social media sites Facebook still attracts the most engagement with video content. With demand still high, approximately 8 billion videos are viewed per day, resulting in a 135% organic reach increase compared to images. When trying to engage with users, Twitter is a great platform to share content, in fact, 82% of users engage with a brand or organisation once they have seen a video of which, 93% is watched on a mobile device. Instagram has given life to short-form video and live-stream content. Engagement has significantly risen over the last few years for short-form videos making them the preferred video medium for many Instagram users, one of the main reason for this is that our attention span has now dropped to only 8 seconds, within this time you need to make a statement and create an attractive hook to keep the  audience watching.

 

How to get the best out of your Video Marketing Content

 

When it comes to creating a video, the aim is to invoke emotion, this is achieved by thoughtful storytelling. If done correctly you can awaken deep emotions and capture your audiences full attention. It's important that this step is done correctly, it can take your videos to a next level and bring your brand even better results.

 

Once you have grabbed your audience attention you need to keep it. The main way to successfully achieve this is by creating high-quality content that people want to consume until the end. Therefore when it comes to video, the number one rule is quality over quantity. Each video needs to have a creative story which is told well, emotion and has a purpose. Low-Quality brand videos do not go viral, it's important to take a look at the quality of all the content produced. Now, this does not mean each video needs to be professionally produced. Instagram has shown us that videos can be fun, simple and high quality through combining real-time emotion that captures multiple moments that will draw an audience in. The more real life a video is, the higher the engagement and the better personal association will be created.

 

In 2019 we expect to see a rise in animated videos. This format allows brands to capture viewer attention but they also have the ability to explain topics in a straightforward, simple way. Animations are the perfect visual experience, allowing you to take complex ideas and make them clear, informative and engaging. A clear animation can grab viewers attention and increase interaction and click-through as a result.

 

If you would like to know more about how to create a video marketing strategy get in touch now!

 

 

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