Videos are a big deal right now. They’ve gone from being part of the plan to being the plan. Consumer popularity, ad spend, quality—all of it’s going up. And this isn’t some doofus momentary trend either. (I’m forever looking at you, LaserDisc.) Video isn’t just here to stay; it’s still continuing to grow. So how do you make the most of this medium? Craft a solid online video strategy.
Video is the type-O blood of content production; it goes with everything.
Here’s how the right strategy can help you make better connections with your audience and transform your content marketing.
Why Do You Need Online Video?
As my grandfather used to say, “Roughly a decade after the turn of the century, the people will demand the electronic medium of displaying moving visual media in great quantities!” Ok, that’s obviously a lie. Why would he say that? But if he had said it, he would’ve been super right. Client interest in video has grown roughly 89% in the last 3 years, and nearly 3 in 4 agencies (72%) say online video ads are as effective as or more effective than television.
It legitimately doesn’t make sense for you not to make videos right now. Here’s why videos are so effective—and why they should be a part of your content marketing mix.
1) Videos are personal.
With more components than even the most pretentious cup of coffee, online video is a collage of what defines you. Between the script, voiceover, music, visuals, and colors, you can personalize each element of your video in a way that feels vibrant and authentic to your message.
2) Videos are perfect for the mobile market.
It shouldn’t surprise you that advertising continues to gain ground through mobile. If that does surprise you, I have to assume that you’re reading this article by accident or you’ve time-traveled here from 10 years ago. Smartphone users are more likely to watch ads and branded content, and they’re more likely to talk about it. Video ads are ideal; they’re quick, cool, and easy to watch in a sitting, potentially with others.
Which ad category to do you expect to see the largest overall increase in digital media spending this year?
3) Videos are insanely shareable.
When it comes to our friends’ interests, social sharing is practically a game of roulette. Even if you share an article with a headline like “This Article Is Literally the Only Thing That Will Keep You Alive Tomorrow,” you’re still only batting 50–50. But video is different; it’s one of the most shareable deals out there. By the time you can even text your friend to ask if they saw the video you posted, they’ve likely already watched, shared, and rewatch it. (I mean, who doesn’t love movie trailers? That’s not rhetorical. I want to know. I want names and addresses. We need to cast them out.)
4) Videos are emotional.
With video, you’re not just giving viewers knowledge; you’re giving them an experience. Film has the power to kick open the saloon doors of your heart and drag your outlaw emotions out to parade them around. It’s why you’ve spent your whole life crying over sports movies and working on your slow clap ever. You don’t have to be the Prince of online videos to shred some heartstrings. The music/visual combination is lethal to the fragile emotional stability of men and women everywhere.
5) Videos are universal.
Any culture can understand the combination of visuals and music. Subtitles may be necessary for any direct messaging from one country’s audience to another, but they’re a small fix that gains a large audience. And sometimes, you don’t even need those. After all, did you understand a single word of Psy’s “Gangnam Style” video when it became YouTube’s most-watched video? No. No, you did not. (Then again, maybe you did. I actually made a pretty serious jump to a conclusion regarding your Korean language skills. But the point about videos still stands.)
6) Videos are very easy-to-digest summaries.
Remember, you’re in the video ad business. Whether you’re shooting for high-level concepts at their most accessible or explaining a very minute part of the concept in straightforward detail, your videos should typically be less than 2 minutes long. They should be short, stylish, and intriguing—like a Kardashian with Chris Pratt’s personality. Like Muhammad Ali in his heyday, your videos should float like a butterfly, sting like a bee.
7) Videos contain strong calls to action.
Not to say that print or downloadable goods lack a great call to action, but video is a (significantly) less challenging medium to convey it. In fact, deciding not to include a full-screen CTA at the end of a video would just feel strange and incomplete. It’d be like Marvel not tacking on a mediocre post-credit scene to their latest superhero movie. At this point, audiences have just come to expect it.
8) Videos drive decisions.
Videos are engaging, and they lead to serious moments of consideration. Online users spend 88% more time on websites that feature videos, and we’re not talking idle time, either. And 73% of Internet users say they’re more likely to purchase a product or service because of video. When you think about it, that’s Jedi-level of influence (or Sith, depending on your take).
9) Videos are reusable.
Treat video strategy like a cocktail dress—not a wedding dress. Get out of the mindset of, “Oh, it served its purpose, so I’ll just stash it next to the home videos I’ll never watch again but can’t seem to part with.” Instead, you can reuse videos all the time. Relevant article? Drop in a video. Timely story? Post that video back in your social feed. Just think twice about using video with that radio star, unless you want to kill him.
10) Videos are only going to get more popular.
We aren’t talking short-lived fascination here, (like Miley Cyrus and her own tongue). Last year, consumer Internet video traffic accounted for 64% of all consumer Internet traffic. That’s a lot. In 2019, it will reach 80%. It’s why 64% of marketers expect video to dominate their strategies in the near future. After all, YouTube has more than 1 billion unique visitors each month, and that’s just one channel. So, get on it!
This is the present and future we’re talking about. Just think how much more interesting this article would have been as a video. On that note, we love making videos, and we’ve made some killer award-winning live-action and animated ones. If you’re in the market for a video studio, then let’s talk shop.