Online consumption of video is climbing at a dizzying speed, and much of this video is being consumed on smaller devices such as mobiles and tablets, with short-form video content leading the pack. Just last year Forbes Magazine published an article on the 5 Visual Marketing Trends That Will Dominate 2016. In it, they pointed out “By 2019, it has been predicted that 80 percent of all Internet traffic will be to videos.” If you are a business, any business, that is a number impossible to ignore.
And those aren’t the only numbers likely to make your eyes bulge either. That same Forbes article noted YouTube’s dazzling powers with more than four billion views per day, which puts the video giant in second place for most popular search engine in the world.
It’s important to remember that when we’re talking about the world of video in marketing these days, it goes well beyond the characteristic product or company video. Today video is being used in numerous and creative ways to increase the level of engagement with a brand; this could be a video embedded into the landing page of a website, a video (or series of videos) made specifically for a particular social media channel, “freebies” like how-to videos made available on a webpage, live-streaming talk shows, interviews, and more. Your imagination is the limit, as they say.
Fast forward a few months into 2016 when Forbes released a follow-up article of sorts, this one titled 5 Video Marketing Prediction To Guide Your Content Strategy. One of the most astute observations the article made was that, as businesses become more comfortable with video, they will begin using it for other purposes such as face-to-face customer service with users. In this way, not only will video be the future of marketing, it will be the future of how we do business with one another. And that’s not the only thing about to change.
Today, those who are most successful at using video for marketing strategies understand that it is about much more than selling something–it is about creating loyalty and defining your brand. Many of the most successful videos put out today by companies don’t feature their products at all, or if they do, it isn’t the focus of the video. Instead, these businesses have honed in on using video to help them craft an image; a sense of place and time and a persona unique to them. Here we give a nod to Barney’s New York CO-OP, who killed it with an e-commerce video that, despite featuring models dressed in their clothes, filmed the women talking about everything from tattoos to motherhood in a totally genuine way.
Marketing Week reports that video results appear in approximately 70% of the top 100 listings, and Forrester Research chimes in by saying that video is 50 times more likely than a text page to appear on the first page of Google search results.
Over the coming years, not only will video marketing become the future of advertising and brand building, it will morph towards unique, creative content designed to get viewers excited about the brand itself. Those with hardened storytelling skills and backgrounds in TV and multimedia will have a significant advantage. And though there are still more examples of what not to do than what to do, creating compelling stories with video, even if you pay someone else to do it for you, is more financially accessible than ever before. That alone has and will continue to level the playing field significantly. These days, you don’t need to be a multinational corporation or mega-giant like Pepsi to make great video content. A terrific achievement when you consider it was like that for a long, long time.
If you have an idea you would like to talk about, or have questions about how video might be able to help the future of your business, feel free to send us a note or give us a call.