Content is King and Video Reigns Supreme
We all know content is king – but with so many types, how do we know what kind is content is reigning supreme? Well, wonder no more, because the answer to this question is video. We live in a world where consumer demand for instant gratification is high and online video content allows the user immediate satisfaction for both entertainment and information. With 90% of 16-24-year-olds and 50% of 55-64 carrying a smartphone (Source: Ofcom) with access to video 24 hours a day businesses and SMEs who fail to use video as part of their marketing campaigns are missing a trick as demand for this medium continues to grow.
Screen Demand is Sky Rocketing
- According to Cisco by 2017, video content is expected to account for 69% of all consumer internet traffic.
• Globally, consumer internet video traffic will be 80% of all consumer Internet traffic in 2019, up from 64% in 2014.
• It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2019.
One in three Brits watches at least one video per week which equates to 20million unique viewers. YouTube received over 1billion unique users per month, more than any other channel with the best performing brands publishing consistent high-quality video content. When you think search engine, I imagine “Google” springs to mind but YouTube accumulates over 3billion searches a month making it bigger than AOL, Bing! And Yahoo combined.
Distributing your content via the internet gives you the opportunity to global visibility. Viral videos are now part of daily conversations and viewers are always looking for the next big thing to share. Volkswagen’s recent campaign enjoyed over 155million views and a recent April Fool’s prank by Glasgow’s Tennent’s brewery received over 10000 views in just 24 hours. No matter the scale of your company, these examples go to show that investing in professional video production companies will give your campaign a buzz that just can’t be replicated in text.
How Does Video Affect Viewers?
In an age where information ins everywhere, marketers need to catch the attention of their target audience, remember if a picture paints a thousand words what could a 2-minute video say?
• 96% of people say that videos help them make buying decisions.
• 59% of senior executives would rather watch a video than read text.
• 70% of people say that watching an interesting video leaves a positive impression of the brand that created it.
• 73% are more likely to purchase a product after watching an explanatory video.
Where do I begin?
If your budget is small, it does not mean your content creation dreams have to be. Production costs are not what they used to be and do-it-yourself apps such as Vine and Periscope make it easy for those with the smallest budgets.
Utilise social media, sharing your content on a single platform is a start, but if you neglect other platforms our video will have less chance of widespread success. In fact, we’re watching 35% more content on mobile devices than previously before so make sure your content is formatted to work across multiple screens.
Make sure the content you create is right for your audience, consider who your demographics are to make sure the video is right for them; millennials are most active with 25- to 34-year olds watching the most digital content in America.
If the video you create is topical consider where it’s distributed. Content like this will be ideal for a fast paced, update-focused social media like Twitter. If your video is likely to be shared via the internet, distributing it through mobile platforms is a sound option.
Great articles and infographics are brilliant at informing the reader, but the emotions that videos evoke are unlike anything that can come from print. I realise the irony of this article as I write this! Video content brings the message you’re creating to life and makes a strong emotional connection with the viewer. Whether a large corporation or a small start-up, utilising video is a marketing strategy you can’t afford to miss out on.