From traditional ad campaigns to interactive video, digital marketing has come a long way in service of sateing consumers’ appetite for fresh content.
For marketers, the pivot to video content is well upon us: just this year, multimedia giant Vice laid off 60 employees — 2% of its total staff in North America and Europe — in order to broaden its video and scripted content production.
Indeed, statistics show that video content is only becoming more ubiquitous. It is projected to claim more than 80% of all web traffic by 2019, and 87% of digital marketers are already incorporating video content into a holistic marketing strategy. It’s clear to see why: video content engages viewers, encourages sharing, and holds consumers’ attention in an increasingly crowded digital media landscape.
We’ve outlined the three major reasons why the most successful brands are turning to video — and why you should consider dedicating some time and energy to the development of high-quality video content.
1. It’s High-Impact but Easily Digestible
As the rate of digital content production soars, the attention of online consumers has become a scarce resource. Constantly inundated with media of all types, consumers are drawn to the most appealing, bite-sized content. This has, for example, contributed to the rise of the listicle — an attention-grabbing format that is easily scannable for on-the-go readers.
One of the biggest strengths of video content is that it can be information dense without seeming so. Because it is both visual and auditory, video content can convey complex information while engaging multiple senses: according to Forrester Research, one single minute of video content can be as effective as 1.8 million words. It also tends to be memorable, meaning that your brand stays in your audience’s mind for longer. It should come as no surprise, then, that 59% of company decision makers prefer watching videos over reading articles or blog posts.
2. It’s Built for Sharing
While the virality of video has only become commonplace in recent years thanks to higher bandwidth speeds and social platforms built for sharing, it has quickly become the medium of choice for marketers in pursuit of instant internet fame. And for good reason: an astonishing 92% of people who consume mobile videos share them with other people.
Part of this can be attributed to the versatility of the medium across devices: even if a company’s website is not optimized for mobile or tablet viewing, an embedded video will remain watchable even if the text surrounding it becomes unreadable. Another factor is the clever autoplay feature employed by sites like Youtube, which automatically feeds viewers a steady stream of related videos without requiring any action. In turn, these videos can be easily embedded or shared with just the click of a button.
3. It Engages and Inspires Action
Of course, savvy marketers know that views and shares do not always translate to conversions. But it seems that video has successfully bridged that gap: according to Hubspot, 65% of business decision-makers visit a marketer’s website after viewing a branded video, while 39% will contact a vendor.
Video content also helps engage the consumer in the most crucial way: by increasing purchases. 64% of customers are more likely to buy a product online after viewing a video about it. Not bad odds for a brand betting on video content to propel business to the next level!
Longneck and Thunderfoot offer content marketing services and strategies to transform your company blog into an authoritative trade publication. Click to learn more about how to produce great content and prove ROI on your marketing efforts.