Why it works now.
We live in an on demand world, and a vast majority of that demand is for video. In fact, ⅓ of online activity is spent watching video with over half of online videos being watched on mobile. (Wordstream.com) And the demand is only growing. Cisco predicts that by 2021 17,000 hours of video content will cross global IP networks. (Forbes)
Clearly video for entertainment works, but now more than ever businesses are seeing better results with video. 51.9% of marketing professionals worldwide name video as the type of content with the best ROI (Hubspot.com) and those who use video have found their revenues grow 49% faster than non-video users (Wordstream.com).
“Wait, I thought blogging worked.” Blogs are great for SEO, affiliate links and backlinking, but you should not ignore video. When text and video are on the same page many people choose to watch the video and viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (Invisia.com).
In fact, 85% of people even video without sound on Facebook (prefering to read the subtitles) rather than click through to read an article (Digiday.com).
Visuals have an impact. Facebook even did a study showcasing the better brand recall provided by video across different devices. See the study here.
This all goes without saying that YouTube is one big search engine that provides videos as results to “How to, Where can I, and Best ____” questions that all show up when those queries are entered in Google as well. So if your business website also has video content, you’re likely to rank higher than those who don’t.
Platforms are building better video tools and internet providers are improving video delivery infrastructure. In the coming years when it takes just 2 seconds to load a 2 hours of video, watch rates are going to climb even higher. Here’s a peak at what 5G networks will offer.
Where it’s going.
This brings us to where video content and delivery are going in the coming years. It’s clear that platforms are doubling down on video content. Facebook has Facebook Watch, Instagram now has Instagram TV, YouTube has begun to create its own original content, and there’s no reason to doubt that as video delivery becomes more capable and ubiquitous, companies like Apple, Uber, Tesla, GM, Virgin, Rayban, and even the MTA will see the value in producing their own content. That’s right, when you can watch a short video, tv show, or ad on a watch, in your glasses, on the back of a seat or in the window of your driverless vehicle it will be incredibly valuable to a company to own that content (and the space to deliver it to viewers). Your attention is the currency of the internet and video holds your attention.
Not only is this wave of video capability taking over the United States. Europe, China, Latin America all have seen increased use of smart and mobile devices that play video, with China leading the rest with 731 million internet users and 469 million “mobile wallet” users with a growth of over 31% over just the past year (Techcrunch.com) .
And developing nations are on track to leap over the technological hills that we in the West have had to climb to get to this point. In 2015 Cisco reported that India was reaching 8.3 million networked devices per month (Cisco.com). Africa is now at 64% for internet/smartphone use, up from 42% in 2014. As these developing economies adopt the cheaper, faster tech alternatives their attention rapidly comes into the fold exponentially growing the reach of any brand that has global recognition. The same day a piece of content is released to the internet, viewers from all around the world have immediate access and can act on the call to action.
This is a groundbreaking shift in the reach of messaging for any business.
Who has claimed their space?
Gary Vaynerchuk, Netflix, Masterclass, Udemy, Facebook Watch, Casey Neistat, OK Go, and many, many more. You can watch a video by Red Bull TV no less called The Rise of Online Video for some further insight on the rise of this content and who is mastering it.
The key takeaway is that anyone with a specific interest can find videos that offer insight, inspiration, education, entertainment or live engagement around that interest. Instead of thinking, “there are so many videos out there and so many distractions, how will people watch what I create?” Think about exactly who it is that you want to reach and make content specifically for them. There is still plenty of room to build a community if you deliver the right videos to the right people.
Where to start?
So how do we start? Easy. Just start. Pick up your smartphone and make a video where you answer common customer questions. Gives us a behind the scenes tour of your facilities. Introduce us to your staff. Tell us your upcoming goals for the next quarter or year.
Take a look at what others in your industry (or a related industry) are doing and model what works. There is no right or wrong answer. It’s always an experiment and always will be. Talk about what you know, talk to the people who you want to do business with, and create a conversation with the aim of building relationships.
Long form content – 5 minutes – 2 + hours. Usually on YouTube or Facebook. This is you opportunity to have an interview, a Facebook or YouTube Live Q&A, or other in depth discussion around a topic. Not only are these great opportunities in do a deep dive into the topics of your industry but long form content really allows you to fully express your views, values and mission as it relates to your work.
Instagram TV is a new player in this field that allows for up to 10 minutes of video in the vertical aspect ratio. This video can be shot, edited and more produced than simple mobile video. It can then be uploaded to your account via desktop.
Webinars would also fall into this category and could be repurposed into short form content as needed.
Short form content – 15 seconds – 5 minutes. This is content made to be digested with very little time commitment. Express a thought on a subject, give your opinion on industry news, ask a question of your audience, give a call to action, share an insightful, fun, or surprising moment of your day.
Facebook Stories, Instagram Stories, 60 second instagram videos are all excellent outlets for this type of content. Editing short clips from long form content is an excellent way to create a lot of videos of this type while only having to film something once. This is the type of content that is most often consumed and shared by viewers and is an important part of your strategy to stay in front of your audience.
Extremely short content – 5-15 seconds. Generally this is content used for ads on Facebook or Instagram. These videos play during other videos that a viewer watches on these platforms. They could also be stand alone ads. Direct and to the point. A clear call to action (“Visit, Find out more, Click Here”, etc). These could also be fun video clips like the Boomerang or Zoom applications in the Instagram video app.
Combine for the ultimate effect! We can help you create a video content plan and strategy that works with your time, budget and business. You’ll find the most effective ways to capture content and then repurpose it across the right platforms so you are putting in the least amount of work while getting the most effective results. The ultimate goal is to capitalize on what you already do by turning it into content and then reaching the right audience consistently with a variety of content. This improves SEO, digital presence, brand awareness, brand recall, social credibility, and digital marketing capabilities all in one efficient plan.
We love talking to business owners about content creation! Sign up for a call today, and Michael will walk you through the latest tips on how you can get started with content marketing in your business.