The guardian published an article way back in January of 2014 on how 50% of businesses across the globe were already using video to get their companies a significant marketing and brand recognition advantage and that statistic has only been on the rise. If it were five years in the future, would you be reading this article or would you be watching it first? By 2017 video will account for 69% of all consumer internet traffic, according to Cisco. With online video quickly becoming a key means to people to satisfy their information needs small companies and organizations that fail to include it in their internet marketing strategies will do so at their peril.
Video is the future of marketing for businesses, NGO’s, products, any content you want people to notice. Nielsen claims that 64% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why. When it comes to potential reach, video is peerless. Youtube receives more than one billion unique visitors every month. Video can give you access to this demographic. Video done well can give you a slice of that audience. What other form of content can do the same? Reports, articles, studies? Don’t try to kid us.
Engage a viewer and they will share the video with others. They will spend longer on your website and more times interacting with your brand. For any social media strategy video is without doubt the best tool in your kit.
Video is naturally engaging and, in the age of information overload, it’s vital for any size organization to offer content that is easy to digest; if not, consumers will simply move on. If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester’s researchers. Axonn Research found that seven in 10 people view brands in a more positive light after watching an interesting video from them.
But is video really possible for small business? Absolutely. Video production costs have fallen significantly since 2005, and have never gone back up. However, if you’re to realise a decent return on your video investment, you’ll need to ear the following in mind: know the audience you are trying to reach and ensure the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are wasting your time. Use social media and promote across multiple channels. To realise video’s potential you must make it easy for users to find and share.
Don’t neglect mobile.
Ooyala has claimed a tenth of all video plays happen on mobiles and tablets, and it’s an increasingly important segment, with mobile phones holding 41% more share of video consumption at the end of June 2013 than at the start of that year.
Finally, be creative, not only with the videos themselves but in the campaign strategy built around them. We do both, why don’t you go ahead and set up a meeting and lets grow your organization together by reaching the audience you need to reach to get them actively engaged with you.