Trying to keep up with the marketing tactics of the 21st century is like trying to catch a cloud and pin it down. The ever evolving world of digital marketing keeps everyone on their toes to see which innovative technique to capture audience attention will take off each year and whether or not it will work. Which poses the question: What’s the deal with video? Why is it everywhere we turn? And most importantly: Does video content marketing work?
Short Answer: Absolutely
Video content marketing has exploded and taken a stronghold in current marketing tactics. Currently, video dominates over 69% of consumer internet activity, suggesting people are satisfying a need for entertainment and information simultaneously. According to a report by Cisco, video will be responsible for 80% of global internet traffic by 2019 with nearly a million minutes of video shared every second.
Long Answer: Yes, But There Are Things to Keep in Mind
Video satisfies the need for engagement and instant satisfaction consumers crave. Especially since mobile devices now dominate our lives more than desktop devices, video is just flat out more convenient for the way audiences are consuming content.
In search of a more direct professional opinion of video marketing benefits and why it works, we sought out two of our team members that, among their many talents, also handle video production — Alexandra Messerli and Greg Thompson. Alexandra had this to say:
“Videos work because people are lazy. They don’t want to read, so they need a clear message that keeps them engaged.”
There is definitely truth to that. Nearly half of consumers are seeking more video content from marketers in the near future, and online shoppers who view either demo videos or videos with their favorite blogger or celebrity endorsing a product are more likely to make a purchase.
So what about strategy? What about the content within the video: How long should it be? What should you include? Greg had some information on that topic as well:
“The shorter the video, the better. 30-60 seconds tops is best, and be sure to include your brand name or logo in the first three seconds. You only have that long to capture their attention! The more motion in your video, the more eye catching it will be.”
So how are marketers navigating these waters of creating as much video content as possible, but making it short and sweet? How do you monopolize on those brief seconds that you have your consumers’ attention before they lose interest?
An amazing example of this is one of Geico’s recent commercials created for their new mobile app:
15 short and sweet seconds to let you know who they are, what they’re selling, and why. Well done, Geico.
According to Blue Corona, two-thirds of consumers prefer videos under 60 seconds, and those that are within that time frame and optimized for mobile are the most successful.
What Have We Learned?
Video is definitely part of the future of marketing, but if you still aren’t convinced, consider the source of the video craze, YouTube. YouTube has over one billion users, with hundreds of millions of hours being spent on their site every day. With a following like this, who wouldn’t want to monopolize on the chance to grow their own consumer base with video?
If you are interested in learning more about video production or the benefits of video content for your business, contact Rocket55!