Video is the future of content marketing: an overview

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Photo: Jakob Owens on Unsplash

Let’s cast our minds back to a mere ten years ago. Are you there yet? The first iPhone has just celebrated its first anniversary and the first iPad was non-existent for another three years. You were probably still carrying around that heavy laptop, and your point-and-shoot camera lay in your bag alongside your notebook, calculator, portable CD player, and who knows how you navigated your way around town without the Google Maps app.

Now let’s leap forward to now. 2018. Desktops and laptops are slowly (or maybe quickly?) phasing out, — at least for consumers who don’t have a professional need for them — technology costs are at an all-time low and online content faces no boundaries.

In steps video. Ah, video. Remember when video cameras cost you at least a right-arm? I mean literally, the weight of them alone was killer. I remember my Dad’s first camcorder in the early 90s, it had its very own bag, which would probably meet the maximum size for hand luggage nowadays, and it was a chore to carry around. But he did it, and we have some great family footage because of his perseverance.

Now we carry around our own little video cameras, which also happen to be our phone, notebook, calculator, and navigator — the Smartphone. And here’s where things changed for the world of video.

Content marketing is one of the main ways businesses communicate with their customers and target audiences, it’s use allows businesses to gain warmer leads to their product/services, whilst engaging and inspiring anyone who happens to search for the topics they’re marketing.

I’ll save the spiel on why content marketing is great for another day. This is about how video is making waves in this ‘style’ of marketing and why everyone should be taking notice. It was recently announced that people now engage with video more than any other form of content.

Besides being a quick and easy way to engage with your target audience, video also helps with things like SEO; businesses can introduce themselves to new prospects just by providing the type of content consumers are searching for.

Video marketing is currently seen as the ‘cutting-edge’ form of content marketing. In a world where consumers tend to have an on-the-go lifestyle, video gives them the flexibility to engage with the content they want to see when they want to see it.

It really all comes down to grabbing attentions. It’s quite staggering that by using video in your content, audiences are ten times more likely to engage with that content piece (like, comment, share, embed etc.).

Social media has taken a giant leap towards video interaction too — just look at Instagram’s recent launch of IGTV. With things like that and YouTube, it seems anyone can have their own TV channel now, and I think that’s pretty great in a world where mainstream media has… let us down.

But the big clincher for businesses to use video is the fact that 71% of marketers say that their conversions through video outperform all other platforms. Isn’t that insane?

So, here’s my top four tips on getting started with video marketing:

1. Lose the “it’ll do” mentality: if your video content is mediocre, I can guarantee that your value and ROI will be mediocre too. Plan your video scripts, make them brand-friendly, and make sure the video adds value to those who are watching. If that means it takes a little more time to produce, then take a little more time — otherwise you risk being lost in the sea of subpar videos.

2. Think about your audience: you talkin’ to me? Think about who your targeting with this video and style it in a way that’s going to resonate with that audience.

3. Quality over quantity: stop! Don’t start posting 40 videos per week and hoping for good results. You’re only going to annoy the s**t out of your audience. Think about adding videos to existing content pieces (blogs mainly) that have done well and republish them. It gives you a reason to reinvent old content and keeps the SEO gods happy too.

4. Minutes to hours: you gotta test. It’s advised that you start off with smaller videos — between 1 minute to 3 minutes long — before you start making feature length films. You want to grow people’s awareness; get them intrigued, build their trust and loyalty, then you’ll find yourself in a better position to launch longer videos that people will engage in for more than a couple of minutes.

If you’re still not convinced to use video in your content marketing plan, you should know that Facebook videos get around 8 billion views per day. EIGHT BILLION.

In the past ten years, technology has moved at such a pace that literally anyone with a Smartphone can make a video. So, what are you waiting for? Time to hit record.

Written by

Photographer and Writer. Based in Scotland. Using Medium for opinion pieces, marketing advice, and motivational articles.

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