Video content is the future: What to think about when getting started


If it were five years in the future, would you be reading this article or would you be watching it? As online video continues to grow, it's an interesting question to consider. 2017 has already been pronounced the year of the video in content marketing. This goes for both consumer and business audiences across all video supported platforms online. Take a look around. How many landing page videos have you seen in the last week? What proportion of your Facebook feed is streaming videos. My guess would be a lot. Here's why:

It's predicted that by the end of 2017, video will represent 74% of all Internet traffic and 76.5% of marketers and small business owners who have used video marketing say it had a direct impact on their business.

It’s clear that every smart business (big or small) should have a strong video strategy, not only because it’s what works, but it’s also what your customers now expect. Video has become an important part of visual literacy in content marketing and a medium that can no longer be an afterthought for your business. But how is it best used?

Here are a few crucial tips on how to integrate video into your content marketing in 2017.

1. If you want to tell a story, prioritise video content

just like cinema videos are one of the best and quickest ways to tell a story about your product or brand.

Because video is emotionally compelling and has a narrative that reinforces a product or service, the message is more likely to stick. If your building your brand by building a story into it, then try using video to do this. The quantity of text content or photography content you might need to achieve the same story-telling effect is significantly more, which runs the risk of being ignored or miscommunicated with your audience. Here's a great storytelling example from VW:

There are two types of people in this world: those who like to "rough it" and those who don't. Well, who says you can't do both?

2. Keep it short

If you want to engage your audience and increase viewers stick to 2 minutes or less

It doesn’t matter how amazing your product is, before hitting the play button, your audience will determine whether to play it or not by two things:

The thumbnail image (choose a good one if you want people to click)
The length of the video

According to 2017 statistics videos over 2 minutes are less than half as likely to engage your audience than videos that are 2 minutes or shorter. After 1 minute views begin to drop drastically. So keep the message short, clear, and concise and cut the fluff. Shorter is better. Hands down.
Here are a couple great examples from brands you're likely familiar with.

3. Use subtitles

the majority of social views your videos receive are without sound

Videos on Facebook and Twitter autoplay without sound, and marketers across the board have seen that very few people opt to turn the volume on. In fact, Facebook reports that captioning a video increases average video view time by 12%. Clearly, video subtitles are are an important consideration. This is especially important if you're trying to reach an international audience and need to take into account more than one language.

If you're searching for a good app to make your subtitles a bit more aesthetic, I'd recommend Overvideo , Text on Video, and Vont.

4. Use video on your landing page

keep your website dynamic and engaging by using a video on your homepage

They say that websites are so 2010, but they are still a very necessary platform for most businesses. Unfortunately, websites often become neglected with the emphasis moving to social media platforms like Instagram, Facebook, Pinterest, Twitter, Linked In, and more. If you're clients are making a large purchase decision or your business runs on its reputation for customer service, you can bet your customers are going to check out your website before making their decision. Too often we see great video clips on social media and a website that 2010: Outdated, static, and mundane. One of the best ways to bring your website into 2017 is to add a video on the homepage. It makes the page come alive and it will decrease your bounce rate and hold visitor's engagement to boot.

Many web platforms like Squarespace, Wordpress, and Tumblr let you easily integrate video banners onto your site so that they stream as your audience lands on the homepage.

5.Make it Relevant

avoid facebook live videos about...nothing and shaky Instagram stories

Just like photography, the video content you post, upload, and share needs to be highly relevant to your business in order to be effective. Don't use a video platform just for the sake of using it - you need a purpose. We constantly see businesses making use of these great new video tools available on social media that are instant and free, however they often leave us asking questions like "what was that about?" or "why is this making me so dizzy?" Newsflash: If you're Kim Kardashian you can get away with posting self-indulgent crap, but as a business owner, keep the relevancy of your videos at the forefront of your content. The material you post should relate directly to your services, products, or personality of your brand. Good videos should:

- Create call to action (CTA)
- Heighten brand awareness and recognition

- Give information useful to your clients
- Engage with your audience (commenting, clicking, sharing)

Here are a couple of examples of brands that use social media videos on Instagram very well.

Instagram video examples:  Nespresso ,  Lego ,  Oreo

Instagram video examples: Nespresso, Lego, Oreo

Lastly, you don't need to invest thousands of dollars in each video you make for your business. Many times an iPhone will give you the quality that you need for many of these platforms. In othercases, it makes more sense to hire a professional. What is critical however, is that videos are well thought-out, have a clear message, and used on the right platforms. Quite simply, if you're a business, brainstorm before you boomerang and filter your film.

With these tips in mind, you'll be better equipped to integrate video into your marketing in an effective way. For more information on branding, visual strategy, photography, please visit my site.


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Jocelyn MandrykComment