The Importance of Video in Content Marketing

There’s no denying it: video content is a powerful tool for marketing departments around the globe. This is great news for brands and content marketers wanting to make more sales and drive traffic to a website or social media platform.

We’ve all been there. You’re scrolling through your Facebook feed and a post catches your eye. A video of somebody creating some mouth-watering food, or using a piece of technology that fills you with disbelief. You’re hooked. Before you know it, you’re ‘liking’ every post on the video owners’ page, have looked at their website and are now following them on every other social platform… plus you have an overwhelming urge to make something to eat.

What is Video Content Marketing?

In an interview with Google Small Business last year, Keith Hernandez of content giant Buzzfeed described content marketing as “telling a story before the sales message. Creating and building a narrative through social platforms, and that could be as simple as taking a picture of your favourite dish at a restaurant or filming a 15 second yoga pose for your new studio, or as elaborate as creating a 2 or 3 minute video that would live online.”

Creating stories can be time consuming, but it’s an essential part of content marketing in 2016. The old fashioned marketing strategies no longer work; we’ve become numb to the sales pitch. In fact research has found that millenials no longer respond to advertisements. Instead they are actively seeking out new content to share with friends on social media, which can have an even bigger payoff in a shorter amount of time when compared to traditional marketing methods.

Why it’s so important in 2016

Cisco – the largest networking company in the world – estimates that video content will account for 59% of consumer traffic this year and is set to rise to 79% in 2018. Now is the time to join in.

With new technologies emerging seemingly every month, the demand for video content shows no signs of slowing down. Just this week, YouTube released their 360° live streaming video which features spatial audio – A feature that will be particularly effective when experienced in Virtual Reality. This weekend Californian music festival, Coachella, will be live streamed using the technology, immersing viewers in performances from the comfort of their homes.

Examples of great video content marketing

Good video content is sharable content; the kind that’s either genuinely informative or triggers an emotional response in the viewer making them instinctively hit ‘share’, telling everyone about what they’ve just witnessed and widening your brands social reach.

Camera Brand, GoPro are content masters gaining well over a billion views on their YouTube channel. Part of their strategy involves buying the rights to exceptional user created content such as Fireman Saves Kitten to create that personal connection that can sometimes be hard for bigger brands to achieve.

Cosmetics brand Lush are well known for their unique and quirky products which can be confusing at first glance. In order to make things as easy as possible for the buyer, each product page on the Lush website auto-plays a 15 second video demonstration. I’ve found myself clicking through page after page just to watch these informational clips.

Buzzfeed have got micro-content such as listicles, gifs and short video down to a fine art. With separate outlets for multiple niches (there’s their Tasty Facebook page for food lovers, their Top Knot page for beauty lovers, Nifty for DIY’ers and many more) they are able to engage a wide range of communities with easy to digest, sharable content. This is a huge operation that nets the site over 182 million unique views per month – proving just how successful and key video content can be.

From Facebook to Instagram, Snapchat to Periscope, there is no shortage of places to publish and share video content. The size of your potential audience is only limited by your imagination.

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