Video is King

March 5, 2018

There is no denying that video content across the internet has grown rapidly in just a few short years. But why has it grown in such popularity? And is there still time to get on the video bandwagon or is the bubble set to burst? We decided to take a look at exactly what it is about those damn cat videos that have us so hooked…

 

Ruling the roost

By 2019 video will rule the internet.

According to a forecast published by CISCO, 80% of all consumer internet traffic across the world will be video by 2019. That is a staggering figure that cannot be ignored. The way we consume information has changed, therefore the way we communicate information needs to adapt. And quickly.

Smartphones, tablets, social media and apps have all contributed to the expectation that we can receive news as it happens and find out what we want, when we want it. And why not? This is the 21st century after all, right? Well, it comes at a price. As a result, our attention spans have dropped from 12 seconds to just 8 seconds according to a study carried out by Microsoft. That means humans now have a shorter attention span than a goldfish. Yes, a goldfish!

Make it memorable

Video has become the most effective way to communicate with a busy, pre-occupied audience. Video can deliver messages in the quick and memorable way they want, in a way that text or photos cannot. Research has even suggested that people can recall 95% of a message when they watch it and only 10% when they read it. Which means we probably should have made this article a video. Anyhoo…

That emotional chord that is used in so many adverts, whether it be sad or funny, can be struck instantly with just one moment caught on film. This simply cannot be done in a body of text. And if your audience remembers how the film made them feel, and therefore remembers the ad, that means they are also remembering your brand.

 

 

But, it has to be the right video, with the right message…

Is it shareable?

People are better at spotting bad content than ever before. Poor, low quality content will no longer make the grade. Think about it, have you ever left a website or been put off from buying something after seeing a company’s video that was just plain bad? Yes, us too. On the flip side to this, have you ever been convinced to make a purchase, or chosen a particular brand or service, after watching an awesome video? Yes? You’re not alone. According to news shared by HubSpot, 64% of customers are more likely to buy a product online after watching a video about it.

And on top of that, if they like the video, they may also share it and get your message in front of people who may not see your content otherwise, further expanding your reach online. The power of good video eh?

 

The future is coming

With video marketing only set to become increasingly prominent, now is the time to produce original content for your brand. But before going full steam ahead, there are a few key things you should consider to get the best possible results.

  • Who is your target audience?
  • What is the purpose of the video?
  • Are you raising brand awareness or promoting a specific product/service?
  • What results are you hoping to see?
  • Where is the video going to be seen?
  • Is it going to be emotive or informative?
  • Will animation or video better communicate your message?

Video can capture people’s attention, imagination and heart. In your next marketing campaign, how could you make the power of video work for you? Remember, the right video, with that little spark of magic, can reach millions of people that other marketing materials cannot, and will not, in the future.

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