When Video Was King: Why Video Content Still Reigns Supreme In Social And Digital Marketing
Video is not new. As early as 1980 pop groups were telling us that video had killed the radio. Ever since then video has proven to be an adaptable, popular content platform that has developed and grown with technology and a change in demand. Recent research suggests that by 2017, video will account for 69% of all consumer internet traffic, according to Cisco. For marketing, visual content including TV and video advertising has consistently proven itself as an effective way to reach mass audiences, create brand engagement and generate strong relations with clients and customers.
Yet video in an online context faces many challenges. A fast-paced, constantly changing environment. Fierce competition. Short attention spans. So why is video a valuable and important tool for developing a marketing strategy, and why does it remain one of the best ways to generate engagement and interest in a brand in the social and digital media arena?
SHORT AND SWEET
According to a recent article, Forbes sees the value of video in its ability to communicate messages quickly and succinctly to its intended audience. It argues, ‘videos stand out on social media, giving customers a quick overview of a product without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video.’ Forbes argues that the key to success on social media is a short, concise video which is easy to share particularly on sites such as Twitter and Instagram. The continued popularity of Vine is further testament to this insight that short is sweet, and with ever-increasing competition for our attention this trend shows no sign of slowing.
OUT OF REACH
The potential reach of video content as part of a social media or digital strategy can be phenomenal, and is difficult to replicate with other forms of marketing content. According to an article by The Guardian, YouTube receives more than one billion unique visitors every month; more than any other channel apart from Facebook. It also highlights that one in three Britons view at least one online video a week – that's a weekly audience of more than 20 million people in the UK alone. The scale and relative ease with which video can reach a wide range of consumers, worldwide and instantaneously, still remains one of videos biggest strengths as a marketing tool.
The golden rule of any marketing strategy, traditional or online, is that engagement is key. Without effectively engaging an audience and generating innovative, informative content, it is very difficult to create buy-in and trust for a brand or product. Video is an excellent way to create engagement, and in this way can be useful tool to support a wider marketing campaign. Features such as the ability to follow, comment and share video content with other consumers on social media create an organic, two-way interaction between brand and customer, the likes of which are difficult to better by using other platforms.
Video is vital when it comes to social media and digital marketing, with trends showing no sign of change in this phenomenon in the coming months. Become a master of video content, and watch your brand succeed in 2015. Take a look how OTB can bring your brand to life with video here.