“If a picture paints a thousand words, then one minute of video content is worth 1.8 million,” says global market research company, Forrester’s Research. Although purely anecdotal, this little pseudo-factoid did get your attention, right? Well, it should have.
Click. Watch. Close.
Ever since brands discovered the power of these three little words, videos have been making a noise in the online marketing space. And guess what? The search engines love them as much as consumers do.
Short, simple, and creative videos make a bigger impact than you think.
Is video content expensive?
Nah! It doesn’t take a fortune to make a video. In fact, there are many apps that make even amateur videos look pretty darn good. The investment is in intellectual capital. No matter how savvy the technology, it is of little use without great content.
How videos are used in content marketing
Video trends today are far from just ads. They include:
- Branded Video Content
- Video Landing Pages
- Use of GIFs
- Live Video Streaming
- Using Videos in Email Marketing Campaigns
Also read: Learning To Let Go: Outsourcing Content
3 reasons why videos work
Brand Storytelling: Whether brand values, brand origin, brand mission or behind-the-scenes, let them live on your website or on social media channels as catchy visuals. They give an emotive face to your company. Watch Intel’s “Meet the Makers” series on YouTube and discover first-hand the power of telling a short but inspirational story about your brand.
Unbounce says that using videos on landing pages can foster conversion up to 80 per cent. By showing people how things work in your business, you connect with them in a more personal way.
Boosts SEO: There’s no arguing that the content world is cluttered. So use videos to highlight key points of a gated white paper and increase its reach and search engine rankings. Produce a video and post it on YouTube, and the video itself (due to Google’s high rank for YouTube) moves up your search engine ranking! What more could you ask for?
Great Communicator: When you have a lot to say, video is a smart way to offer complex information. LG’s Low Battery Anxiety campaign stands out in a market dominated by Samsung and Apple. People love to make fun of themselves and LG tapped into this universal truth for its campaign.
Through the average human lives for 25,915 days, Reebok wants us to make the most of our days on this planet. As they put it, “honoring the body you’ve been given” is a powerful psychological motivator (take action now so you don’t miss out).
Success stories of videos that have gone viral are legendary. Now for some plain speak.
Production Costs: Production costs are always a concern for small businesses. Also, many marketers get paralyzed by the “no time, too hard” fallacy of creating video content.
Here’s a way out.
You can create great videos for social media without all those bells and whistles. Facebook Live was made for creating videos using just your smartphone! Apps like Twitter’s Vine, with its six-second clip length, have dramatically hiked the video opportunities for businesses on a limited budget.
Short-Lived: It is harder for a video to stay as evergreen as other forms of content. A blog post can be updated and re-purposed in many ways that a video cannot. Once a video is produced, it has a specific shelf life and cannot be easily refreshed like a blog post can.
Apple’s video with Taylor Swift has managed to create something that is relatable. But it was short-lived. Unless there’s a timeless appeal, videos cannot do justice for your money spent. Apple can afford, but you cannot!
Be Careful: It is important to be careful when creating content around a potentially controversial issue. Unicef’s Unfairy Tales surrounding the Syrian refugee crisis, for instance, may not have been a great idea.
No Instant Results: Very rarely do videos go viral. And when they do, it is usually due to an established social media presence.Videos can fail due to a combination of factors. Budget, distribution plan, copying competitors, the way the message is conveyed, production issues, and bad humor are some of them.
Need to learn some more about video marketing? Read these 37 Visual Content Marketing Statistics You Should Know by HubSpot.