Is video the future of content marketing? According to a research conducted by Cisco, it seems that yes. For the research institute, Internet-generated video traffic generated by users will account for 80 percent of all consumer Internet traffic in 2019, compared with 64 percent in 2014.
The on-line video is rapidly becoming a key asset for people to meet their information and entertainment needs, so it is an important element that small businesses need to integrate into their internet marketing strategies.
Nielsen also claims that 64% of marketers expect the video to dominate their strategies in the near future. It is not difficult to understand why. YouTube receives more than a billion unique visitors each month – which is more than any other channel than Facebook – and in 2014 about 6 out of 10 adults posted a video on YouTube. In general, 72% of users use video-sharing sites like YouTube or Vimeo – more than duplicate trends between 2006 and 2013.
When it comes to potential, the reach of the video is unmatched; the video is engaging and, at a time of overburdening information from consumers, it is vital for small businesses to offer content that is easy to digest. But is it really possible for small businesses to use videos? Absolutely Yes! Production costs have dropped significantly in recent years and no longer need to be a computer mage to figure out how to use it.
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Twitter also conducted a search, which showed that video is a powerful medium to share stories, evoke emotions, and more importantly, its users love to watch, discover and interact with video, especially mobile.
Video is a great way to attract people, telling a story: it helps lower the audience’s strengths and can offer different benefits to your business over the medium to long term; it has been shown that embedding video marketing within its marketing strategy leads to higher engagement rates, click-through rates and conversion rates.
What do you have to keep in mind to create a video?
- Telling a story: Humans are prepared to “consume” stories. Reproducing the elements of narrative (introduction, conflict, climax and resolution), there is already a step closer to the identification of the audience with the story;
- Emotions: Talk about something that really interests your target audience, alternating sad moments with humorous moments, because it is a photograph of real life (made up and down);
- Surprise the audience: Why do people like to be surprised? In a world where we see thousands of ads per day, people are tired of seeing the same thing over and over again. A surprise is a refreshing change of pace over monotonous content. Introduce elements of “triggers”, i.e. stimuli that push people to think about your product or campaign;
- Thinking practically: Before you create a video, you need to identify a problem your customers are having, and then provide information on how to solve the problem. People are more inclined to share information, so they can help their friends and family;
- Encouraging sharing: You do not have to overlook social media and promote multi-channel video, so yes to sharing buttons. In fact, today, if you want to fully realize the potential of your video, you need to make it easier for users to find and share it. Do not forget the mobile: Watching videos through smartphones and tablets is becoming a mainstream trend!
A.H. Sagar is Operations Manager at CYONWO and author of Local Advertising Journal. A.H. has more than 6+ years of experience in digital marketing. His expertise helps him to be a professional blogger and he loves to share his ideas, tips, tricks and information with blogging.