Marketing this century has been revolutionized by video, and businesses that do not incorporate it into their marketing plan do so at their own peril. The future is most likely to feature articles that are being watched as opposed to read.
According to Facebook VP for EMENA Nicola Mendelsohn, in a few years, Facebook’s timeline (i.e. your timeline) will be all videos.
It is in fact the future of content marketing; over 50% of companies already use video to sell their products. A study by Nielsen confirmed that over 64% of marketing firms had planned video content to dominate their marketing strategy. Video can be tailored to appeal to all ages and social groups. YouTube videos have around a billion hits per month, which is only surpassed by Facebook, and a third of UK citizens already access videos online, which translates to 20 million people a week: a huge audience, there for the taking.
Clever, well-thought-out videos can go viral; particularly if they are matched with a well-planned social media campaign, such as hashtags, tweets and posts on all social media channels as well as paid ads. If your video is engaging, then people will share it with their friends; make it humorous or moving so that everyone can relate to it.
If viewers truly relate to your animated video, then they will look at your website and remember your brand. YouTube videos are also a good way to boost your company’s ranking on search engines, in addition to the traditional ads and daily content. People do not generally have a long attention span so a video offers a way to get a message over very quickly and succinctly. Research by Axon has shown that after ten people watched interesting videos from various brands, seven of them saw those brands in a favorable light and remembered their names.
Even for smaller businesses, video is possible, as production costs are much smaller than they were in the past and useful apps such as Twitter’s Vine allows for a six second clip, which is enough time for a clever marketer to get their brand across.
Before making your video, always think of the target audience, and ensure that the message is relevant to them. Promote your video on all social media channels and even encourage people to share if they like it. As most people access the Internet using a mobile device, ensure that your video can be seen on a smartphone or tablet.
So do not regard video as something separate from marketing, it is marketing in an easy to access, visual way that can be understood by people from different cultures and different languages. Be creative and your video will be the main part of your content marketing strategy.