Video Marketing in a Video-First World

Video Brewery has spent many years making the case for using video in digital marketing. We compiled a popular 18 video marketing stats post, followed that up with 30 more stats, and then asked if you had jumped on the video marketing train (choo-choo).

2017 01 23



All those posts and the trends show video's importance in marketing. But, video has become even more critical for every business’ marketing plan. Getting on this train is a must-do in the year 2017 and avoiding video marketing is going to impact your market penetration (How’s that for a buzzword?).

Why?

In short, because Mark Zuckerberg says so. During a 2016 investor’s call, he shared this about Facebook’s priorities, “We see a world that is video-first with video at the heart of all our apps and services.”
 

Mark ZuckerbergThis isn’t new information. In 2014 Facebook changed their algorithm for the news feed to weight video posts heavier. One early result of this change is the viral success of the Ice Bucket Challenge. After the ALS Ice Bucket Challenge Facebook increase investment in their video player options. Also, video ads gained prominence and Facebook introduced Live. Now we’re seeing Facebook push video as a primary means of communication across their entire platform (Instagram, WhatsApp, etc.).


Facebook’s emphasis on video has pushed other social networks to up their emphasis on video content as well. Twitter is under fire from many different directions and will be responding. YouTube, after suffering lost revenue as Facebook pushed video content, has responded with new video advertising options. They've also re-framed the conversation around appropriate watch metrics for measuring campaigns.

The good news is that regardless of your chosen platform, the world is watching online video. YouTube’s latest stats dump shows the wide adoption across all age demographics, not only the coveted millennials. One of the fastest growing demographic segments on YouTube is adults 55 and older!

This isn’t just a Video Brewery conclusion. The folks at Ogilvy have made video one of their top trends for 2017. In fact, they include this, “To not have any kind of video support and/or strategy that lives with and/or complements your existing communications would be a fool’s errand. “

So why the fighting words (beyond the reasons above)?

Video is a better way to communicate with people. Our brains process video 60,000 times faster than text. This makes it easier for people to quickly take in your message (for marketing purposes or otherwise). In addition, our brains are wired to keep that information longer.

Daily, your potential customers get flooded with marketing messages. Current approximations hover between 5,000 to 10,000 of these daily. But, only approximately 100 of those resonate with an individual. Business owners need to do everything they can to make their message as eye-catching and retainable as possible. That means making your message easy to understand!

Luckily, our potential customers are helping us out on this front. They are aware of video more. In fact, 79% would rather watch a video than reading text to learn about a product. You can take advantage of this on your homepage with an explainer video.

Marketers have picked up on video’s power. In a Wyzowl survey, 82% of businesses using video believe that it is an important part of their marketing strategy. Not surprisingly, 81% indicated video had helped them increase business sales.

It’s important to not feel defeated by this rush to video. It can be easy to look at brands like Red Bull, Xero, and Dollar Shave Club and feel a little overcome by the amount of content some brands produce. Each of these companies offers amazing inspiration for the future. But, try to stick to fundamentals when starting your video journey.

The use of video in digital marketing campaigns is still relatively young. In fact, in the same Wyzowl survey, only 62% of businesses said they have an explainer video. Instead of looking at the pinnacle examples of your competition (that have more staff and a larger marketing budget) find competitors that actually mirror your company. Then set reasonable goals!

Start your video marketing plan with an explainer video, also known as a homepage video. This video’s primary role is to introduce potential customers to your product or service. It’s also an extremely flexible first piece in your video content strategy. Once you use that video on your homepage, it can go in introductory emails, on your social media profiles, and even get edited to use as a video ad!

Whatever style you choose or method you use to produce it, keep it to 2 minutes or less! 50% of consumers believe that 1 minute is the ideal length for an explainer video. 33% of users opted for between 1 – 2 minutes, and 12% said less than 1 minute. Wistia supports the 2-minutes or less rule. In their research, they found that engagement doesn’t differ between a 45-second video versus a 2-minute video.

When you’re ready for your next video, identify your current business hurdles.

Does your sales department find it particularly hard to describe a product’s features? Is it challenging to get new customers started with your product? Are there common support calls? Those are real-world examples of ways companies are using video to increase their revenue and customer engagement.

Whatever you do, don’t avoid using video! No matter who your target market is, they’re watching video on websites, in social marketing networks, and in ads.

And while you shouldn’t believe all the news that Facebook shares, Mark Zuckerberg is right, our online world is transitioning into a video first communication platform. It’s time to get comfortable with video and stay ahead of the curve!


Choosing Video Style 1

Heather Clark

Heather is the Brewery Rep at Video Brewery, where she works with awesome businesses, startups and video producers. Heather fell in love with Chicago 11 years ago and still loves exploring the city. Be sure to follow the Video Brewery team on Twitter @videobrewery.

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