Quite often when content marketing is discussed as a viable option for marketers to reach their audience, written content is a favorite way to execute against this strategy.
However, video is a powerful form of content that can resonate differently than an article or white paper. Many companies prefer to create written content because it’s easier to produce than video; that’s why only about 24 percent of national brands are using online video to market to consumers.
Video has its pros and cons, but it’s critical for businesses to also begin investing in video. Here’s why:
- Video caters to different consumption patterns
- Develops messaging to meet the needs of users on various platforms
- Adds another revenue stream through video advertising
- Builds long-term relationships with customers
Today, more than 6 billion hours of video are watched on YouTube each month. The time is now for your business to start creating compelling video content about your offerings.
1 Video is Easier to Process for Viewers
Video is consumed much differently than written content; therefore it receives interactions from people who may not react the same to text. When it comes to video, there’s more processing efficiency in our brains since it’s much easier to consume. Reading text requires a lot of processing effort since words are symbols we must decipher, not to mention the need to also understand the context of the words in a sentence or a paragraph.
Source: Content Boost
When a video is useful, relevant to your company, and is presented to viewers in the right context, it can provide a worthwhile experience for your customers since this form of media is much easier to consume and remember since imagery can be processed after being seen for 13 milliseconds.
Visual elements like video have a higher expressive potential since the medium helps simplify or expand on various topics for viewers, which helps improve recall and learning. A study by Levie and Lentz (1982) reviewed 46 experiments on the subject, comparing visual elements with text, or text used alone, and found a 45x improvement in memory and comprehension involving the text that included visuals.
2 Video Acts as Fuel for a Variety of Marketing Channels
Each marketing platform available today is fueled by different types of content, which is why creating video is an effective means of reaching audiences on channels your business may not have been able to connect with previously. Video can be used on your website, Instagram, mobile devices or wherever your audience is most active. (Even trade shows!)
Video content can help fuel a YouTube channel, which can help boost your rankings in the search engines, as well for relevant searches related to the topics of your videos. Marketing on YouTube can help your business reach existing and new customers alike, since the number of people subscribing to their favorite channels has grown overall by 300% since last year and 400% since last year when it comes to the number of daily subscriber growth.
Online video now accounts for more than 50 percent of all mobile traffic, which presents a continuing need for your business to create video content suited for all types of mobile devices. Not to mention, mobile-first social networks like Snapchat, Vine, Instagram, Pheed and others allow for the use of video content on mobile devices, as well.
Mobile social networks are another reason your company should create video to provide your audience with engaging micro-video content to be viewed on-the-go in a different context than on your TV or desktop computer. Although there are many channels using different forms of video across their properties, it’s critical that your business focuses on the ones where you’ll be able to reach your target audience most effectively.
A strong video concept is absolutely necessary but often insufficient without an effective distribution strategy across all marketing channels. It is so important that brands offer consumers content in a manner when, how and where they want it. That’s why Adknowledge recently bought Giant Media – a video platform that distributes content for brands. In an interview with Media Post, CEO Ben Legg said, “Virality is more than great content…it’s about knowing how to execute [placements] to maximize earned media and social sharing.” Giant Media’s distribution of a YouTube video for Dollar Shave Club, a mail-order grooming supply company, is a good case in point. Since the video was uploaded to YouTube in mid-2012, it has attracted well over 13 million views.
3 Revenue Potential from Video Advertising
According to comScore, Americans viewed nearly 27 billion video ads in January 2014. This means a couple things for businesses using video advertising as another form of revenue: first, there’s an opportunity to create pre-roll video ads for use on YouTube and other video distribution networks to reach your brand’s demographic.
Through video advertising, your company can increase subscribers, web traffic, online conversions and more to help move the needle on revenue. But at times, it’s difficult to measure the ROI of video advertising since the web can be so fragmented by platforms and services. (That’s one reason Adknowledge jumped headfirst into the video business this week with the purchase of Giant Media, a video ad platform/distributor. Adknowledge thinks it can solve many of the ROI riddles other can’t.) It’s critical to understand—from the start—what you’re looking to achieve from video advertising to best match your campaign, goals and metrics to effectively tap into the 2 billion video views monetized on YouTube per week.
Second, by consistently creating videos that live on your website, YouTube channel or other distribution platform, there’s the potential to generate revenue from the ads of other businesses, sponsors and partnerships associated with your content.
In the long-term, if you’re able to generate video content that’s both high quality and engaging, you’ll attract an entire audience that can be monetized.
In the end, this experience is one of the best case scenarios for driving results from your video efforts because viewers are seeing your content organically since they decided to opt-in. This is often a far more rewarding approach since your audience won’t need to wait through pre-roll ads to see your content.
Industry analysts at eMarketer predict that the U.S. digital video advertising spend will top $7.6 billion by 2015; now’s the time to start creating original video content for your brand.
What’s holding you back from using video to market your brand? If you’ve started with video, what’s worked for your organization in terms of video creation, distribution or monetization? Share your thoughts with us at @adknowledge.