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Why Video Is A Must-Have in Your Content Strategy

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We’re deep into 2018, and the predictions made several years ago about video content’s potential have come true and then some. A greater portion of online traffic is coming from videos, and 82 percent of traffic will likely be video-based by 2020. Put simply, if you don’t have a plan for implementing videos into your content marketing strategy, you’re missing out.

Take a look at why videos are growing in value, including statistics and the actual reasoning behind them. We’ll explain where you need to be using videos and show that making video content can be simple and affordable.

Important Video Statistics

In aggregate, video marketers are getting about 66 percent more leads than nonvideo marketers. You might think this potential advantage doesn’t matter because the prevalence of video makes it more challenging to get seen. However, that point is true of all content in the vast sea of the internet. What’s more, Animoto reports that 76.5 percent of content marketers are currently getting positive results with video.

Are your customers in the younger adult to middle-aged brackets? YouTube is getting more attention from the 18- to 49-year-old demographic than any major cable TV network. More than a quarter of professional marketers now say they call YouTube their primary video-sharing platform. Facebook is plenty lucrative, as well, but it still can’t keep up with the hold YouTube has in the online video space. However, Facebook has exceptional potential in two particular strategies, which we’ll cover now.

Advertising Through Video

You probably know that Facebook ads can help your business get seen by your ideal customers. If you need to educate and communicate with your customers, to help orient them and show them what you have to offer, video ads are hard to beat. An autoplaying video ad that catches people’s eyes will tell them what sort of product you sell, the benefits it offers, and more, all with depth and efficiency far beyond a single image or slideshow.

It might take a more work to split-test video ads, since the actual creative content is more complicated and includes variables such as sound, visuals, length, timing, etc., but as long as you are making video content, use some of it to create and test Facebook ads.

Keep in mind, however, that 85 percent of video on Facebook is watched on mute. You should create short, compelling video ads out of your existing content, making them irresistible in the first few seconds based on visuals alone. Also, consider having subtitles or some sort of text built in to anchor the person and help him or her understand what the video is about.

Streaming for Your Customers

Image via Flickr by natematias

While regularly posted videos have plenty of pros, live video broadcasts on sites like Facebook and Twitch might suit your business and niche better. Live video is raw, human, and unmistakably social because you get the chance to talk to fans, answer questions, show off new things for the first time, and much more. It’s exceptionally useful for building excitement and buzz and a great way to get more value out of your regular video subscribers.

Artists and small businesses are doing particularly well with live video, as it allows them to stay far better connected to their relatively smaller audiences. We live in an age in which people can make money by playing video games live for an audience, so don’t get discouraged when brainstorming ideas to broadcast. In general, you’ll set yourself up for success if you come up with a substantial theme that inspires people to tune in, poll your audience to see what they want most, align your video closely to your social media audience, and offer incentives for visitors.

How to Make Awesome Videos

The first rule of video content marketing is that you shouldn’t overextend when starting out. Instead of a big, complicated, expensive idea that requires hiring and directing actors or other expenses, find a way to revitalize older, successful content in video format. This way, you aren’t draining your team’s resources and creativity trying to come up with video-exclusive ideas.

For example, suppose your business has already been making successful infographics. Not everyone is interested in reading infographics, however, and some would prefer to watch a video with the same assets and points. Because your idea already exists and the graphics are ready to go, all you have to do is get an animator to organize the content into a sequential video infographic, with a bit of voice work and sound design.

Is hiring an animator too expensive? Accessible software such as Canva and Rocketium make it possible for those with no animation or video creation expertise to create something attractive and compelling with stock templates and high-quality assets. If that’s still too much work, you can outsource it to experts in these programs. The point is that the tools are available and your expectations don’t have to be too high. Your audience can easily enjoy a simpler, less extravagant type of video content, as long as the ideas and quality keep them satisfied.

Video is a more casual and laid-back content medium than reading an article or studying an infographic. Combined with the growing prevalence of mobile usage, it’s easy to see that video content is more accessible than simpler content mediums. What’s more, video, like infographics, has the potential to be broken up, divided, and organized into many formats, all more accessible than their pure text or image counterparts. Plan your video marketing carefully, and you’ll turn a single idea into a wealth of content.

If you’re concerned about video content marketing and whether you can make it work for your brand and business, remember that about three-quarters of video content marketers succeed and that tools and expert help can make it far less complicated than it needs to be. Contact CopyPress if you would like professional assistance in any or all of the steps required to succeed in video content marketing. Whatever you choose, make sure you take video content seriously — your business will thank you.

About the author

Shane Hall