The explosion of video content that we have seen during the last decade is not a coincidence. Many businesses have responded out of necessity to keep up with how consumers now engage with content. For businesses owners that have yet to accept video content as not just a part of their marketing strategy, but as an essential component – consider the following:
Videos are the future of marketing
Video content is the future of marketing. As television viewership continues to decline in favour of online and mobile viewing, marketing strategies must follow. Mobile viewership, in particular, is expected to experience the most growth going forward.
According to a 2015 report by ComScore , a company that measures consumer behaviour, mobile devices have overtaken desktop devices as the preferred method of Canadians for spending time online at 51% and 44% respectively. A 2015 report from a similar company, Catalyst , indicated that 68% of Canadians owned a smartphone in 2015.
Videos allows for better user engagement
One of the best aspects of video content is how easy it is for consumers to engage with it. This is why many businesses are now focusing on targeted marketing rather than mass-marketing.
Videos are not static. Therefore (depending on the content), viewers are often able to connect with videos on different levels, whether emotional, intellectual, spiritual, etc. This is why it is not at all surprising that viewers will spend more time engaging with videos than other forms of content.
According to a 2015 report by Syndacst , 65% of video viewers will watch at least 75% of a video while the average reader will read less than 30% of an article.
Videos can have a long shelf-life
Written content tends to be forgotten quickly – usually right after it has been read. Video content, however, tends to stick around a lot longer – especially if it’s memorable.
Making a video available on social media platforms with millions of users such as YouTube or Facebook can extend the life of the content because it’s now easily accessible to an incredible amount of people who can continue to interact with it – keeping it relevant.
Videos benefits from the latest technology
Written content largely remains the same over time, but video content continues to evolve and benefits from the latest technology.
Rapidly improving technology, particularly in smartphones, makes it easy for anyone to produce high-quality videos with minimal training. Many smartphones feature high-quality cameras along with filming and editing features that are relatively easy to use.
Videos are versatile
Videos are like the potatoes of consumable content – they’re versatile.
A business can post a 30-minute video as it is or break it into several smaller clips, which makes it easier for viewers to engage with the content. These clips can then be used on a service like Vine, which specializes in using short form content. The content can also be reused or repurposed to address timely issues and events or in new campaigns with similar themes.
N. Budhram | The Edge Blog