Content is all the rage among digital marketers. We know that from the fact that we've seen a 78% increase in content marketing budgets since last year. We can also see it from the fact that more than a half of business-to-consumer marketers, some 57% of them, planned to increase their content expenditures.
However, to truly understand what works and what doesn't in the content world, you have to look at where the money is going. Last year, content creation saw the biggest increase in budgets. That makes perfect sense – the more marketers use content, the more they need to up the production value to stand out.
The type of content they got the highest production increase since last year is audio/video content. The platforms where this content gets posted, websites like YouTube, Facebook, or even LinkedIn, are increasing their video offering to users, influencers, and brands. So, what gives? What's so great about video, and is it possible to take advantage of it without a clear marketing strategy? Let's find out.
What Makes Video so Effective?
The easiest way to answer the question of what makes video such a great form of content is, at least from the marketer's perspective, by saying that video is great because people like to watch it. You probably understand, instinctively and from personal experience, that video is an easier type of content to digest than text.
If this argument doesn't impress you, video's ability to engage should. People are more willing to engage with video than text content, whether it's to share it, comment on it, or like it. That's even without mentioning live video streaming and its ability to boost audience engagement.
You might also notice that video is literally everywhere online. Every social network allows users to watch, share, or interact with videos. All of them will also give users the ability to create videos of their own. In 2019, all the major social networks even have native live video streaming capabilities. And that's without mentioning YouTube, Twitch, and all the other video hosting and streaming platforms.
Of course, you can also say that video marketing has an incredibly low barrier to entry. Sure, it's always best if you can flex by making high end, expensive-looking videos. But in the online world, a video shot on a smartphone can become viral and more effective than a video with much higher production value. Video is a type of content that rewards creativity and knowledge of the zeitgeist, both of which are fields that marketers should dominate.
Video is an amazing medium that is dynamic and engaging. There's nothing like visual and auditory sense.
What Really Makes Video Such a Great Content for Marketing?
So far, video seems like the perfect type of content for the purposes of marketing. And that's without mentioning the best thing about video content: its versatility.
What are the goals of your video content in marketing? You can use it to increase your reach, improve recognisability, solidify branding, and generally do things that improve awareness of your business. The types of videos you can use for those purposes include:
These are only a couple of types of video that can be effective for increasing awareness. You'll probably be able to come up with a few more. If you want to boost viewer engagement, you can create:
If you want to sway potential or existing customers into buying your products or using your service, you have a couple of choices for that, too:
As you can see, there's very little you can't achieve using video content as a marketer. But all these benefits should come with a warning sign: video content requires a strategic approach.
More Than 90% of Mobile Users Watch Videos
People are more likely to view videos on their mobile than desktops or television. Mobile devices are very personal and easily accessible. Since mobile's are with the customers practically all the time, it's easy to kill time through boredom with entertainment, education or to help make a purchasing decision.
The mobile age has allowed the convenience of customers being able to look up interests, solve problems, search/compare products, explore the news and many more. Its these micro moments throughout the day and night that businesses are battling for and if you're not utilising video marketing, you'll be missing out on this massive audience.
Why Your Video Marketing Needs a Strategy
The low barrier to entry might make you think that it's easy to make videos and get them in front of an audience. That's only a half of the story though. Good video content isn't that easy to create and place. If you start making video content for your business without a clear strategy, you can avoid using every benefit of video content to your advantage.
For example, you can spend too much money to create videos, and drain your content budget too soon. You can also miss your target audience because of poor research, or even post content to a completely wrong social network or video platform. You can make the wrong type of content for the goals you want to achieve. The list goes on and on.
A strategic approach to the creation and publishing of video content will help you navigate these complexities with ease. At the very least, it will reduce wastefulness, which is always a good thing. Not to mention that having a well-developed and documented strategy can put you miles away in front of the competition that's still using a hit-and-miss approach.
You have video, a type of content people find easy to consume. People like to do more than just consume video, however, as they clearly like to interact with it. Even more so if there's a chance to interact with the content creator in real-time, like in live-streamed video. Then there are all the networks you can post video to and all the tools they have that make your videos appear in front of just the right type of audience. Plus, it doesn't have to be expensive to make, and you can do a whole lot of different things with it. To get the most out of all these great things, you will need to create a good content creation and placement strategy. Then, you can see how video marketing can skyrocket your business to new heights.
If you need help with your video marketing strategies, feel free to contact us.