By: Sonja Grčić, Creative&Video Specialist, The Content Studio, Represent Communications
Video is the future of content marketing. According to Cisco, by 2017, video should represent 69% of all consumer Internet traffic. Not only can it serve you as the main field for the advertising campaigns of your company, but video, with its emotional combination of sound, movement and image, can help create a deeper and stronger relationship between your brand and its audience.
In terms of possible range, video has no competition. YouTube has more than one billion unique visitors every month – that’s more than any other channel, not counting Facebook. Engage the viewer and they will share the video with others. They will spend more time on your site, and therefore more time interacting with your brand. For any campaign on social networks, or an SEO exercise, video is without doubt one of the best tools available.
Facts:
- Consumers prefer video to text.
- Video reduces “bounce rate” (number of those leaving the site without exploring it) by attracting the individual with visual effects.
- Video is more memorable than text and leaves a stronger impression.
In an era of information overload, for small businesses it is vital to offer content that is easily “digested”. If they don’t, consumers will simply move on. Independent research show that seven out of 10 people perceive a brand more positively after seeing an interesting video of theirs. Video undoubtedly improves brand recognition – and is essentially a tool of viral marketing.
Advice:
- Always take into account the audience you are engaging and make sure the video is relevant for them.
- Don’t neglect social networks, and be sure to share your video across channels. If you want to fully use the potential of the video, you must make sure that users can easily find and share it.
- Don’t neglect mobile, because one tenth of all video views takes place on mobile.
Instead of simply concluding that video is important at this point, it’s also important to note how it will change in the future. Which technologies will be available? How will the interests of consumers change? And most importantly, how can we prepare for what’s coming? To be ready for these changes means to be in touch with them, and for us in video production even more than that – it means predicting trends and needs of the new digital generations.
What we know almost for certain is that video will last shorter, and what we can assume is that the live stream and virtual reality will merge. This would mean that with such a powerful technology, anyone can be “present” at conferences, meetings, or events of any kind. What we know will not change is the success of creative ideas. Creativity always trumps the cost of production. If this part is done properly, the video will not only be the future of content marketing, but also the future of your content marketing.
Because – who doesn’t like video?
And if you like this and similar topics, then you have to come to the Content Experience on 3 and 4 October 2016 – the first conference on content and digital marketing in Serbia, which will be held at the hotel Metropol in Belgrade.
