If Content Is King - Video is the Emperor

Let’s face it – we’re obsessed with consuming video content. We’re all guilty of it – perusing YouTube, watching recommended video after recommended video, or watching one too many Facebook Tasty videos. The number of Snapchat users now exceeds Twitter users. We all love video, so why are so many small business owners still hesitant to invest in video marketing?

As we mentioned in last week’s blog, if content is king, video content is the king’s king! Video marketing is no longer up and coming – it’s a proven successful strategic marketing tactic, and it looks to be here to stay. But don’t just take our word for it. This infographic boasts a lot of impressive statistics about video marketing (who doesn’t love infographics?). For example, YouTube reports video consumption has risen 100% each year. Additionally, after watching a video, 64% of users are more likely to purchase a product online. 

Video is human, which is inherently more engaging. Just think about it – video opens up a world of creative opportunities to tell a story, demonstrate your product, or promote your brand. The brain processes visual stimuli 60,000 times faster than words alone, because video appeals to the senses. Video also has the capability to encourage user-generated content and create positive buzz; when a video captivates us, we share it with our network. And we all know what higher engagement means – better ranking in search engine results. 

We hear your excuses – “but video content doesn’t belong in my industry.” In the real estate industry? A 2012 National Association of Realtors study found that 85 percent of buyers and sellers “prefer to work with an agent who uses video marketing,” and that was 4 years ago! Since then, consumption of video content has only become more prevalent. Video marketing has a place in every industry –B2B (use video to explain your product or service offerings), education & learning (animation videos are really engaging to explain a topic), healthcare (video can be a great vessel to simply sensitive topics), technology (to show audiences what your technology is capable of), and so on! 

A few video marketing best practices:

• As with everything, know your audience and their consumption habits. Of course, that’s always key, and it goes back to our previous blog: are you where your audience is?
• Get creative, and invest in high-quality. We all love video content, but most consumers have a keen ability to pick up on quality, original content. Be unique, and invest in professional video.
• For Facebook videos, people love the dialogue to be in subtitles. This is for so many of consumers who watch Facebook videos at work, or keep their phone volume on silent. 
• Don’t lose sight of your brand story. It’s easy to get caught up in all the creative aspects of creating a video, but make sure to keep in mind everything your brand is about. 
• Keep it short. Our attention spans have decreased from 12 to 8 seconds in the last 15 years – so the shorter the better. As a general rule of thumb, keep your video under 90 seconds. 
• Video marketing is not a comprehensive digital marketing strategy – it should be used as a part of a larger, strategic marketing plan.