Video is attached at the hip to our social lives. We think it should be part of your digital marketing plan
Video has become as integral to our social lives as the text message, and if brands can respectfully meet viewers on that ground without grasping too hard for attention and promotion, the results will be more eyes and ears. If the goal is to be more engaging, brands shouldn’t fear giving their followers what they’re used to seeing — video.
Scrolling through any social media channel today reveals an abundance of shared video content, whether by itself or with an attached article. Research confirms that people are more likely to share video and watch videos that have been shared by their friends — unsurprising considering the rise of Snapchat and Instagram stories.
For brands, this signals an opportunity to demonstrate a product/service in more charismatic and personable ways.
How video content gives brands a stronger, more valuable position in digital marketing.
- Video content is affordable
Video production used to strain the marketing budget, but today, most shared video is produced entirely on smartphones. The smartphone camera won our hearts by giving mobile communication a stronger emotional connection, and brands harnessing this “guerilla-ish” form of video have seen it pay off in more ways than one.
Even for bigger commercial productions, budget-friendly filmmaking is more common thanks to upgrades to more affordable DSLR and mirrorless cameras, recording equipment, dynamic camera mounts and Go-Pro cameras and drones that provide “action shots.” They all help even the most novice videographer be more cinematic. Some professional filmmakers are even incorporating the smartphone, as one expressed, “You can make your phone a stop-motion camera, a time-lapse camera, a slow-motion camera… There are so many things you can do with it.”
- Video content helps SEO
Video content is an effective way of driving SEO because it can entertain (drive views) while simultaneously solving consumer problems or demonstrating the product or service in action. Combined, these have a profound boost in search ranking and makes video a great bang for your buck.
- Short-form video is palatable
Research shows videos are best left short and sweet — no longer than 30 seconds. The viewer’s time is among the most valuable commodities in digital marketing, so marketers must be careful about pushing too much messaging at once. If the Internet is an ocean of information, and the individual is looking to sail on calm waters, marketers have to do their best not to make the waters choppy, or else, as expected, people will associate those brands with negative experiences.
When done right, however, short and entertaining video content has proven value. Consider this research:
- More than three-quarters (76%) of users have visited a company’s website after watching one of their video ads on social media.
- 43% of users say that, after having watched an ad, they’ve gone on to like or follow that brand
- With upwards of three billion searches every month, YouTube is the world’s second largest search engine by total volume.
- Video compliments long-form text
People still like to read and chew on complex, interwoven threads of information — but the presentation plays a big role. For news stories, text has the upper-hand, but for most other purposes, visuals are the most effective medium to catch their eye and retain their interest.
Even when long-form text is doing the heavy lifting as far as telling a story, video is a great tool to preface the narrative or provide readers with physical context. Vox is a great example of video content built with forceful voice-over driving lively graphics and visuals. Smaller brands have found success on more modest budgets, as well, which you can read about in this article.
Brands are continually looking for ways to engage users on the platforms they use every day, and video, for all of the above reasons, provides a path to success. If you’re not sure how this will work for your brand, drop us a note, we’d love to talk it over with you.