Video as the Future of Content Marketing

Part 1: The Value of Using Video as Content for Your Business

Video is the tool taking the content marketing world by storm. It’s the most widely used type of content on social media today, converts the highest percentage of leads and often gets the most engagement.

Why? Because when a video is done right, it captures the attention of the viewer, regardless of the topic. An effective video can make even the most boring subject seem completely captivating. Then viewers watch, share and engage. Videos are powerful and should not be left out of your content strategy.

“Video consumption has increased exponentially in the last few years,” according to Michael Nowicki, producer, director, and editor at Cinaesthetic, a Chicago-based film production company. “People still read a ton, but if they have a video and a news story, they watch the video.” The best part is that these days, you can access video from anywhere, anytime, in just one click.

WordStream reports that one-third of online activity in 2018 is spent watching video. Hubspot’s research suggests that if video content appeals specifically to your audience, 83% of consumers would consider sharing it with their friends. And Social Media Today claims that simply mentioning the word ‘video’ in your email subject line increases open rates by 19%.

Still not convinced?

eMarketer claims that in 2015 the US audience for digital video will pass 200 million, almost two-thirds of the entire population. AdAge reports that Facebook users are posting 75% more videos in 2015 than in the prior year. And this source writes that video produces the highest volume of leads in comparison to other types of content. Still not convinced?

Here are three more reasons to work video into your content strategy:

#1 More information, less time: “If you have a lot of information to deliver quickly, you can do it in a video that will keep the viewer’s attention,” says Nowicki. With video, you can convey how a densely detailed message is interpreted much easier than through writing, and ensure to keep the attention of your audience from start to finish.

#2 Quickly align your brand and voice: Your business most likely has a brand and voice, deeply rooted in the culture you have built over time through written content, but a video allows your audience to get acquainted with this culture instantly. A great example is this Haberdash commercial done by Cinaesthetic. Using music, tone, and aesthetic appeal, you get a sense of the store’s culture. More than that, the video makes you feel a certain emotion towards the brand.

This is Haberdash from Cinaesthetic Films on Vimeo.

#3 Effective and personal communication: “A video can actually change someone’s response to the way they view your company,” says Nowicki. If you have a difficult message to deliver, a complicated product to explain, or a personality that can’t be reckoned with when voice-meets-facial expressions, then video is your marketing strategy’s best friend.

Video is on the rise in content marketing and has a well-established presence on social media platforms. Between the amount of content you can deliver, the control you have over the delivery, and the growing popularity and effectiveness of video use, there is no doubt that video is the future of content marketing. In Part 2, we will go over the key elements to include in making a video and how to hire a professional to get started. Stay tuned for more!

Got questions? We’ve got answers—contact us today. Our in-house video production team is ready to help you realize your brand’s vision.

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