In an increasingly noisy world, marketing is becoming extremely challenging.
With more ways than ever before to reach our audiences, you’d think that a marketer’s job would be easier now than it ever has been.
However, that’s not the case. As the lines of communication have increased, people are now being bombarded with information from every angle.
Friends, family, colleagues, businesses, politicians. Everyone wants your attention and they’re fighting harder than ever before to get it.
Since the content revolution began, businesses both big and small, have essentially turned into publishers. I’m sure your news feeds are packed to the brim full of blog posts, memes, gifs, podcasts, webinars, and all other forms of content you can think of.
As marketers, attention is our currency, and gaining the attention of an audience already suffering from information overload is becoming increasingly difficult.
That’s why the content you produce has to attention-worthy. If it isn’t, it will fail.
It needs to be content that not only attracts a click or a view, it needs to be content that engages your audience and gives them a reason to be interested in exactly what it is you do.
In an environment where people are spoilt for choice, mediocre content no longer cuts it. It needs to be remarkable.
That’s why video marketing should be at the very heart of your content strategy.
In this article I’ll explain why.
Let’s take a look at some video marketing statistics
Businesses that aren’t taking advantage of video are missing a big opportunity.
If you don’t believe me, here are some key stats that will give you some idea of why video marketing works so well.
- 65% of video viewers watch more than 3/4 of a video – Hubspot
- 100 million internet users watch online video each day – Video Brewery
- 59% of executives would rather watch video than read text – Forbes
- It is 50x easier to achieve a page 1 ranking on Google with a video – Forrester Research
- 52% of consumers who watch product videos say that videos make them more confident about a purchase – Internet Retailer
- Video gets shared 1200% more than links and text combined – Orion21
- More than 4 billion hours of video are viewed every month on YouTube
- 90% of information that’s sent to the brain is visual, visuals are processed 60,000 times faster than text
- Video drives 157% more organic search traffic – MarketingSherpa
I could provide many more video marketing statistics here but I think you get the picture. If you’d like to see more stats, check out this post over at virtuets.com.
As you can see, video is an incredibly powerful form of content and it’s predicted that it will make up close to 70% of internet traffic by the end of 2017.
Video is already taking over the web, but if brands aren’t producing the content, who is?
The world is hungry for video content but they aren’t getting it from brands
As the stats show, people not only want video content, they’re demanding it. Yet still only a small percentage of brands are fully taking advantage of video as a way of reaching their audiences.
Brands aren’t giving people the video experiences they want, so they’re turning to individuals to give them that fresh video content they so desperately crave.
There are vloggers out there with more viewers than some of the major TV networks. Casey Neistat for example posts daily videos that get viewed in excess of a million times.
Those numbers are nothing short of incredible.
Imagine what you’d be able to achieve with a million engaged daily viewers.
Why video marketing should be a priority going forward
Video is literally taking over the web, and due to the insatiable demand for it, we’re marketing in a time where demand truly outstrips supply.
This represents an amazing opportunity for your brand.
As you’ve seen from the statistics, video is outperforming all other forms of content significantly.
Video is versatile and can be used at every stage of the customer journey and will engage your audience far better than text and other forms of visual content.
It’s believed that up to 95% of a message is retained from watching video, whilst only 10% is retained from reading text. So if you’d like a better informed, more engaged, entertained and educated audience, you need to start taking video seriously.
How you should approach video marketing
The vast majority of video I’ve seen created by brands simply delivers a sales pitch. If that’s the way you approach video, you’re unlikely to see good results.
The focus of your content marketing should be on providing value, whether that be through entertaining, inspiring, informing or educating your audience.
Remember, you’re looking to build relationships.
If someone stopped you in the street who you’d never met before and tried to sell you their services for a large monthly retainer, would you say yes without having a relationship in place with that person?
Of course not.
That’s why it’s important to use your video marketing to help build relationships with your audience rather than simply use it as yet another platform to deliver your sales message.
The most successful videos on YouTube for instance are the ones that evoke an emotional response from their viewers.
You need to think about what people go online for, what do they search for? What do they want to see? What do they want to learn about?
There are so many reasons why people watch videos online and you have the opportunity to provide them with the valuable content they’re seeking.
Need help with your video marketing?
Here at Dialect we create valuable video experiences for our clients that delight their audiences with the content we produce.
Our videos get viewed millions of times and truly help the brands we work with engage with their audience in a way that other forms of marketing simply fail to do.
Take a look at some of the work we do with NVIDIA for example. NVIDIA understand the need to provide valuable content to their audience and as a result have become a global leader in the computer hardware industry.
If you’d like to find out how we could help your brand integrate video marketing into your content strategy, get in touch with us now, we’d love to have a chat.
I hope after reading this article you’ve gained an idea as to why video marketing is so important to your content strategy. If there is anything you’d like to add or find out more about, please feel free to leave us a comment.
Thanks for reading.