Video platforms such as YouTube and Snapchat are hugely popular with millennials, which is helping them become even more popular vehicles for content marketing. Video content is a great way to give your brand’s content a human touch, and connect with your customers and prospects on a more personal level.
The downside is videos can be harder and more expensive to produce than other forms of content. But these articles and blog posts offer some great reasons why using video for content marketing may be worth the additional time, money and effort.
Start Smart, Scale Up, and Stand Out With Video, by Robert Rose via Content Marketing Institute: “The biggest challenge, of course, is that the success and popularity of video isn’t a secret to anyone. Brands not only compete with other marketing videos but with every other type of video uploaded to the web. Google, the parent company of YouTube, estimates that more than 300 hours of video are uploaded to YouTube every minute. The number of platforms for video consumption is growing as well, with mobile video becoming huge. Mary Meeker’s Internet Trends 2015 found that video accounts for 55% of all mobile traffic. That’s up almost 10% in just three years. CMI’s own research found that nearly 80% of B2B companies are using some form of video in their content marketing. This percentage has been steadily increasing over the last three years (70% in 2013, 73% in 2014, and 76% in 2015).”
Why Online Video Is the Future of Content Marketing, by Chris Trimble via The Guardian: “Video is the future of content marketing. That is, if it’s not the here and now.Various studies show more than half of companies are already making use of the medium – a figure that’s predicted to rise as more and more realise the possibilities. Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It’s not difficult to see why. When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this. Video done well can give you a slice of it. What other form of content can do the same?”
8 New B2B Video Content Marketing Trends, by Jess Ostroff via Convince & Convert: “People buy products and services because they want to solve a problem. That’s it. Oakley digital marketing director, Scott Alexander, talked to us about customer-centric marketing (and yes, he also talked a little bit about sunglasses). But more than that, he explored why certain marketing sells and other marketing doesn’t. Oftentimes, the pieces of marketing that make a difference are the ones that offer a solution to a problem. The problem could be as simple as, ‘I don’t want to have to squint when I’m surfing, but I’m afraid my sunglasses will fall off if I wear them.’ Oakley could make a short video that shows a surfer catching some waves without losing their eye protection. They could recreate this video with each one of their sport-specific products to show the actual solution in progress. Now, that sort of video documentation is much more compelling than a text explanation of the technology.”
How YouTube Marketing with Branded Video Content Pays Off, by Krystal Overmyer via Skyword: “YouTube used to be a place where brands dumped their 30-second TV commercials. Today, top brands leverage YouTube’s ability to reach a massive audience, while recognizing the specific desires of that audience. Users head to YouTube to answer a question, learn something new, or be entertained (or even moved). Consider GE: Its buffet of video content includes in-depth info about GE products and the company, but also perfect-for-YouTube content like a six-minute discussion on whether hybrid dinosaurs (a la Jurassic Park) could one day exist(science celebrities Neil deGrasse Tyson and Bill Nye also chimed in). GE’s content creation showcases just how diverse brands can be on YouTube—from serious and complex, to fun and irreverent.”
5 Ways Live Video Can Rock Your Content Marketing, by Rachel Parker via Resonance Content Marketing: “Getting ready for a big announcement — a new product, partnership, or initiative? Build excitement around it by scheduling a live video stream and inviting your communities, as well as journalists and bloggers. Again, the key here is promotion: make sure to promote the announcement well in advance through social media, email and other venues to ensure a good turnout….Live video takes Twitter and Facebook expert chats to a whole new level by giving your expert a live forum for answering questions. Start the interview in the traditional one-on-one format, then open it up for questions submitted through social media or through your channel. Shake up your blogging practice by scheduling a live video blog with Q&A. It’s just like a regular video blog, only you’re broadcasting live, and your audience will have a chance to get their answered in real time. Be sure to save the recording and post it on your blog once it’s finished so that non-attendees can enjoy.”
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