Let’s start here:
Video is—and will continue to be—the most dominant form of content there is.
Whether you’re an attorney, a business owner, or a healthcare executive, understanding how people think and respond to your messaging is vital if you want your business to grow.
Contemporary media consumption revolves around video. For example, of the average 10 hours and 39 minutes spent each day consuming media, watching television ranks the highest, where the average American spends 5 hours and 4 minutes watching TV on it.
Behind television, the next 4-5 hours of our daily media consumption are spent on mobile, laptops, and desktops—where users typically engage in video-focused activities (i.e. scrolling through Instagram, Snapchat, or surfing through Facebook and Youtube video content).
By 2020, video will represent 80% of Internet traffic and it seems no matter where you look, video is prominently represented in the digital media space. And to promote the growth of your business and capture more customers, adapting to changing consumer behavior is critical.
With your growth in mind, let’s talk about Video Marketing: Everything You Need to Know About the Future of Content.
Industry Titans Are Adapting to Video
Take a look at the dominant forms of social media and on-demand video (subscription services like Amazon studios, Hulu and Netflix), and watch how they’re moving; particularly what they choose to focus on with each new update, feature, or development. In most cases, there’s a strong emphasis on video.
And year after year, the digital media industry has aligned itself with consumer preference, recognizing that the most engaging form of media is video.
YouTube has based their entire business model on it, giving users a free platform to post video content, while effectively creating a free digital entertainment network.
Facebook, Twitter, Instagram and Snapchat have increasingly used videos to promote overall user engagement and encourage daily active use.
Digital Cable is Disappearing
Let’s start with current consumer habits.
Did you know that 1 in 7 Americans have cut their cable? Or that another 35 million have never purchased cable in the first place? Every year that number grows higher and higher as many Americans are finding their day’s entertainment through digital streaming services, social media, and platforms like YouTube and Facebook.
Currently, Facebook has more than 1.15 billion daily active users worldwide bringing 1 billion views to their video content every day. At present, Facebook is competing with YouTube—and its Google backing—as the dominant online video platform. Although YouTube certainly has a well-known name and far-reaching appeal, Facebook has a commanding data-intensive infrastructure which favors native content to such a degree that it performs with 10x the visibility of an embedded YouTube link.
So given the access these video platforms present, how can you use them to your advantage?
Video Marketing Is Effective and Long-Lived
When it comes to video marketing, the results speak for themselves. From an average increase of 66% in qualified leads, to a 157% increase in organic traffic, video marketing is a win for increasing visibility, engagement, and revenue.
The reason behind this preference for video is simple: the medium is more captivating than written content. In fact, the average time spent reading a blog post is only 37 seconds. Compare that to the length of the average YouTube video at 4.4 minutes and this distinction is made clear.
Video has a long shelf life too. A commercial video ad for a business could be used to represent a business for years to come, meaning a single video, or series, could be used to generate revenue well past its initial inception. And that means a potential for a significant return on investment.
Here are a few facts to take home:
· Almost 50% of Internet users look for videos related to a product or service before visiting a business
· Video is 50x more likely to get organic page ranks in Google than plain text results
· Video drives a 157% increase in organic traffic
· Marketers who use video grow revenue 49% faster than non-video users
· Four most common videos: explainers, product demos, how-tos and testimonials
The Last Takeaway
If you’re doing any form of content marketing—blogs, presentations, whitepapers, seminars, etc., and you aren’t coupling it with video, you should be. As found by Facebook, not only does video perform better than any other form of content on the platform, but it’s heavily favored by consumers. Video isn’t just the future anymore, it’s already here, so, take a step ahead of the curve to outwit your competitors, establish yourself as a field authority, and grow your business. You’ll be glad you did.
Ready to take your business to the next level? Get started with video marketing today.