Video content is becoming an increasingly vital part of business content marketing strategies. According to the Invodo report Video Statistics: The Marketer’s Summary 2014, 65% of video viewers currently watch more than three quarters of a video, and by 2017 74% of all internet traffic will be video. This is why 93% of marketers are now using video in order to boost online marketing, sales and communications.
If you’re looking to incorporate video content to your marketing strategies, you need to also need to think about how you will distribute that content. If you follow marketing news, you will have no doubt seen the vast number predictions from content marketers and analysts that that video is set to dominate social media.
Social media platforms have become increasingly more flexible in their ability to host video content, and a growing number of users are viewing it this way. According to comScore more people viewed videos on Facebook via desktop compared to YouTube in August 2014 (although YouTube remains in the lead with more views across all devices).
An effective social media campaign focuses on engaging with your followers and customer base. One of the best ways to do this is by creating and sharing content that makes people want to interact, such as by linking, commenting and sharing. Video is the perfect format for this.
The great thing about social media is that the customer is choosing to follow you, and by doing so they are agreeing to be kept up to date with your company’s news and promotions. As social media feeds are also used by your customer base to follow personal connections, the more nonproduct-related content post, the higher the likelihood is that this content will be both viewed and shared.
There are a variety of ways that video can be used to create engaging content. For example, in order to create an emotional connection with your audience, video can be used to create a series of vlogs that can increase your web presence and draw in new customers by providing actionable and relevant advice.
Video is also the most direct and effective way of giving your company a personality or voice. Rather than relying on blogs to share company news or events you have organised, you can share videos that gives users direct access to the moment in question, or the opportunity to see what goes on behind the scenes of your business.
Social media can be used to generate genuine engagements with users and can result in long-term customer loyalty, as well as trust. If your followers share your content, it will have a wide reach amongst users online and new potential customers. If you want to create a natural and engaging brand buzz online, you can’t afford to ignore video any more.