Video is continuing to grow in importance as a vital component of every strong digital marketing strategy. In the age of easy to digest content and shorter than ever attention spans, videos are crucial when trying to catch the eye - no longer do people want to be met with a wall of text when entering a website or clicking on an article. Instead, engaging, succinct videos are the perfect way to connect with your audience.
Videos are easy to create, share and consume. Social media platforms like Facebook will auto-play videos on feeds as you scroll. If you use the internet in any meaningful capacity, there’s a real likelihood that video content will be being fed to you almost constantly in some shape or form. Videos can achieve an awful lot in a short space - five second adverts litter YouTube, conveying a bite-size message in perhaps the fastest, most efficient means yet.
That’s not to say you can post any old video and become a marketing superstar. Consumers will still trend towards certain types of video. Higher quality videos that are well shot with above average levels of production will garner more interest than those shot in a dimly lit room on an old phone barely capable of HD. Much in the same way as an article littered with mistakes or typos can turn someone away quickly, a video must also be professional. Not only that, but as with written content, you need to take your audience into account when creating your videos.
The use of video in marketing is consistently on the rise and is only growing faster. According to Hubspot, 81% of businesses use video as a marketing tool up from 63% last year. Video helps to drive awareness, as videos are incredibly shareable. Social media channels thrive on video sharing after all and it’s a fantastic means of getting a message out there. When it comes to assessing the usefulness of video as a marketing tool, it’s also imperative we look towards the future. Hubspot’s data revealed that while only 38% of marketers share video content on LinkedIn, a massive three quarters of them reported it to be successful and 55% of them said they would either continue sharing video content on the platform, or begin altogether in 2018.
Video is only going to grow in importance in the digital space. Long form articles are still a steadfast staple of marketing, but with people wanting to digest content faster and across more channels than ever before, video has cemented itself as perhaps the new most crucial element of digital marketing.
If you’re in need of any help with your digital marketing, don’t hesitate to get in touch with our team on 01189 100 012.
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