We are living in a world of content saturation, where an abundance of media and information are constantly available at our fingertips. Digital consumers want content quickly, they want it frequently, and– most importantly– they want it to be engaging.
(If it’s not, you can bet your last dollar that it won’t garner the attention you’re after.)
But not all is lost, because there’s a way to create digital material that is brief, captivating, and capable of boosting your online presence to the next level. Our proposed solution is short-form video production (i.e. the “next big thing” in digital marketing).
From Youtube in the very early days to vlogging to “stories” on Instagram and Snapchat, live broadcasting is popping up on every channel and for every purpose. As anyone who engages with social media has seen, the infiltration of videos on the web has only continued to grow since its inception. In an arena where digital strategy is constantly evolving, one must always stay on top of the trends while anticipating what is to come (which currently seems to be video content that encourages audience interaction).
Subsequently, a savvy marketer should understand why certain techniques start and stop trending at certain times, so let’s start by analysing the rationale behind the video phenomenon.
One reason why video is doing so well at the moment is because the platform insinuates trust and transparency. Some would argue that at this time, chaos (both in “real life” and online) is around every turn. Content is automated, governing authorities are unstable, news is fake… Cultural consumers crave honesty and connection, which is what videos can provide. Whether it’s a “day in the life” video, a product review or a TED talk, viewers value real correspondence with real people, even if it’s through their screen.
Additionally, videos (especially in short form) allow viewers to easily absorb bite-sized chunks of information without much effort. Why would someone read an article when they could watch a video instead? The latter option is typically more interesting and often easier to understand, as many people learn best using audiovisual methods. Think of videos as the new infographic– a colourful, straightforward way to relay data and ideas.
Now, what are the personal benefits of creating video content? For one, they are a great bucket brigade! Videos increase time spent on your website, which will improve your Google search rankings (no black hat SEO tactics required).
Videos are generally more likely to get clicks than static ads are, especially when being viewed from a mobile device. If your videos are short enough, they can be the perfect source of brief entertainment for the consumer on the go.
Social media users also share video content more than other types of posts. On all sorts of social platforms (but mostly Facebook and Twitter), posts that contain video hyperlinks are the ones shared and commented on frequently.
Videos offer high return on investment (ROI). Because audiences are more likely to watch videos than written content and click video links than article links, the bang for your buck is heightened by viewable media. When you choose to invest in video marketing, you choose a greater possibility for reward.
If you really want to corner the market of video marketing, look to long-form video platforms (like TV streaming sites) for guidance. Their content tends to be brief yet episodic, which encourages “binge watching”. It’s possible to create an environment for bingeing within your own niche, even if that’s limited to strictly promotional content. Aim for plot-driven videos, question & answering sessions, or industry-related countdowns/roundups to get you started.
And start watching more videos for reference– there’s plenty out there to draw inspiration from. Ask yourself which videos instantly capture your attention and determine if you can add elements of those to your concept. And no, it doesn’t matter if you’re not representative of your target audience. Videos are one of the most far-reaching marketing methods. Establishing audience diversity and catering to different viewing preferences will help your campaign and may even produce more shares or sales outside of your intended market.
To establish your brand in the public eye and create a marketing campaign that sticks, consider short-form video. The trends don’t lie– video content creation and consumption is on the rise, so strike while the iron is hot.
And for help with your next video marketing campaign, turn to Search Marketing Group. We provide sound advice and direction for your web strategy to take your business to the next level.