9 November 2015

The Video Content Revolution

‘Lights, Camera, Interaction’


By now you’ve probably heard that video is a bit of a ‘thing’ for the future of content marketing. Cisco predicts that by 2019, consumer internet video traffic will account for more than 80 percent of all consumer internet traffic, a staggering jump from the 64 percent logged in 2014. But why, all of a sudden, has the video medium become so prevalent?

To give an example of the power of video content, Volkswagen recently produced a campaign that saw a trio of its videos viewed a combined 155 million times. ‘The Force’ video, featuring a small child in a Darth Vader costume attracted an astonishing 7.07 million shares across blogs and social media like Facebook and Twitter and saw Volkswagen voted the most popular social brand in US Super Bowl history.

If you’ve gone ahead and Googled ‘The Force’ – don’t panic, I know what you’re thinking, we don’t all have a spare $4 million lying around to throw into an inordinate video production. But in an environment where creativity reigns king and modern-day technology allows almost anyone the ability to produce video content, there are some valuable lessons to be taken away and applied to all businesses, big or small.

Engagement –
video is naturally engaging and 65% of viewers will watch more than three quarters of a video. This is significant when you consider Microsoft’s report in 2015 that stated humans only have an 8-second attention span (that’s less than the 9-second attention span of a goldfish). What’s even better is, consumers viewing a video on your website are likely to spend more time online engaging with your brand. In fact, the average internet user spends 88% more time on a website with video content than one without it and 64% of consumers are more likely to buy a product after viewing a video about it.

Shareability –
effective video content can instantly multiply your reach. Let’s say for example you post a 30 second video on social media; within minutes, a CEO or consumer can view, like and share your content to their social circle, making it a lot quicker and easier to distribute than written articles.

Visibility –
If you’ve had much to do with SEO, you’ll understand the importance of securing a good ranking on Google’s all-important search results page. What many people don’t realise, is that hosting video content on a website can drastically improve their SEO ranking. In fact a 2009 Forrester study found that pages with video content were 53 times more likely to rank on the first page of Google results.

Connections –
finally, video provides companies and individuals the opportunity to tell a story and build genuine emotional connections with their audience. Axonn Research found that seven in ten people viewed brands in a more positive light after watching interesting content from them.

There’s really no denying the emerging beast that is video content marketing. Neilsen claims that 64% of marketers expect video to dominate their strategies moving into the future. More than ever marketers need to start thinking more like publishers and storytellers and less like marketers. And if you’re worried about the cost, make no mistake, the creative idea will surpass the production cost every time and there are plenty of experts around who can help you on your storytelling way. It’s time for the Season Premier of your brand online! Lights, Camera, Interaction!

Author: Brenda Riley


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