Chloe Tebbutt | 8/02/16
Great content campaigns make use of a variety of marketing mediums but with a single unified and coherent brand voice and direction. They make use of written articles, infographics, photos, videos, and interactive items such as surveys and quizzes to cater to diverse audiences in many different ways. It is unfortunate that a good number of content marketers still focus largely on written content, fearing the extra effort and intricacies associated with more advanced formats, like video.
Video content is a crucial component of modern content, and does not necessarily require a lot of extra effort, time, and technical expertise for it to be done well. In 2015, there was a sizeable rise in the number of businesses producing a range of videos, not just a company promotional video placed at the front and centre of the website. In 2016, video is expected to rise to the top of content marketing, and possibly account for 69% of all online traffic by next year.
A report by Cisco Virtual Networking Index indicated that video traffic accounted for about 64 percent of all consumer online traffic, which is equivalent to 4 times email and web browsing traffic combined. In 2017, this is expected to increase to 69 percent, and 80 percent in 2019.
Videos have become the most potent type of content marketing
A recent report revealed that 78 percent of people stream online videos every week, while 55 percent stream every day. Of these viewers, 65 percent stream more than 75 percent the video length. Indeed, videos are rapidly becoming the most potent type of content marketing.
Other statistics include:
• More than 80 percent of business executives are more inclined to watch videos today than they did one year ago
• Of this number, 59 percent are more likely to choose the video over text if both contain the same information
• People are more willing to stay on a site with videos for longer than one without video
• 70 percent of millennials prefer to see a brand video when doing online shopping, while 33 percent find it helpful to see a product video before making a purchase
• Adding the word ‘video’ to an email subject increases the open rate by about 19 percent and the click-through-rate by 65 percent. It can even reduce unsubscription by about 26 percent.
Video offers increased reach
Online video is undoubtedly becoming the key means for people to fulfil their information and entertainment needs. So, small businesses that lag behind are likely to suffer considerable traffic and sales with time.
Studies claims that over 50 percent of companies are already using video, and it will soon dominate their strategies in the near future. It is easy to see why, considering that YouTube receives over one billion unique visitors per month, which is more than any other channel except Facebook. An estimated 33 percent of Britons stream at least one video online per week, which translates to a weekly audience of over 20 million people that you can tap into, just in the UK.
In an age of information overload, video offers content in a manner that is naturally engaging and easy to digest. It is also accessible to small businesses with a limited budget through options such as the six-second vines. All you need is to be creative and share the videos on social media for maximum effect. Try the Twitter vine this Pancake Day and see the difference.