29 Jun 2017

Would it surprise you to learn that—oh, wait, hold on…just watching a cute video of fainting goats. Okay! Sorry, what were we saying again?

In all seriousness, when was the last time you personally watched a video online? Five minutes ago? Just now? In a few short years we’ve gone from videos living mostly on YouTube to visual content being everywhere—on your Facebook and Instagram feeds, in pop-up ads and even in the real world at the gas pump, on billboards and more!

Nearly 400 hours of videos are uploaded to YouTube every minute[1], and that number is going up daily. It’s estimated that by the end of 2017, 74 percent of all Internet traffic will be from video content, and that by 2019 that number will rise to 80 percent.[2] That’s a lot of cute cat videos—but more importantly, that represents an enormous shift in the way content is consumed.

Here are a few fun facts about video content when it’s used for marketing purposes[3]:

  • Four times as many consumers prefer to watch a video about a product than to read about it
  • Putting “video” in an email subject line boosts open rates by 19% and click-through rates by 65%
  • 5% of companies who’ve used video in their marketing say it’s had a direct impact on their business

With numbers like these, it’s no wonder more than 60% of marketers and small business owners are planning to increase their video marketing presence this year. So grab your camera phones and get ready to film away…right?

Well…yes and no. On one hand, since video is becoming the driving factor for online marketing, you definitely should consider adding video to your marketing campaigns to stay relevant and get in front of as many consumers as possible. On other hand…there’s a lot of content already out there. Some is well done, engaging and successful. The rest…well, let’s just say there are reasons why so many videos don’t become “viral.”

As with any form of marketing, it all comes down to strategy. What is the purpose of your video content, and is it an accurate portrayal of your company or your product? As a mortgage lender, it might be tempting to try and make a comedy rap video about the benefits of an FHA loan, but unless it’s cleverly done and works well with your branding, it’s got a good chance of falling flat.

However, by adding a short video to your lead generation campaigns—say, a 15 or 30 second clip that lists the benefits of your company in a fresh and engaging way on your “About Us” landing page—you can get a leg up on competitors who aren’t as hip as you to the changing times.

 SoftVu has been integrating video into our clients’ lead generation campaigns for a while now. In fact, we started doing this since the beginning well before it was the hot and popular thing to do. It’s just one more way of making sure the right message gets to the right person at the right time—and, in this case, through the right medium.

Like the song goes, “video killed the radio star,” and online video content is merely the newest evolution of that. By adding video to your marketing content, you have that much more chance of breaking out from your competitors and showing your leads (especially that ever-so-popular Millennial consumer!) that you’re totally on your game.

 

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[1] http://marketingland.com/video-marketing-2017-need-know-200733
[2] http://www.kpcb.com/internet-trends
[3] All facts taken from https://blog.hubspot.com/marketing/2017-year-of-video-marketing