We have a client considering how to start using video in her marketing. Starting now is smart thinking, as about 85% of businesses use video as a marketing tool.
Of those businesses that don’t use video, 59% planned to start this year. In parallel to more video content, there’s also more demand than ever.
In 2021, people watched 100+ minutes of online video per day. “The amount of time people spend viewing online video has grown rapidly across the world, at an average rate of 32% a year between 2013 and 2018, boosted by improvements in display sizes and quality of mobile devices, faster mobile data connections, and the spread of connected TV sets” –Zenith
Video can be search optimized so it can help with a site’s ranking. Plus, including a video on a landing page can boost the conversion rate by up to 80%.
Video can also be repurposed for other media so it is a great foundation for a content marketing strategy. For example, one video podcast can turn into 5-10 unique social media posts. Videos can be transcribed and turned into long-form blog posts and so much more. With so many options afterward, your best choice is to start with making videos now.
On the downside, there’s a ton of video content noise online so it will get harder to compete for views. So effort should go into producing quality content that is relevant and interesting to your target audience. Although consistent uploads can be helpful, high-quality content that encourages engagement and adds value will have a better ROI.
YouTube, Facebook, and IG are the default platforms for video, but TikTok is rapidly on the rise. With all these different platforms, it’s important to understand the psychology of each platform and research what style of content works best for each. Being able to get your message across on all of the platforms and consistently adding value is crucial in this dynamic technological environment.
Live video is fast-growing and accounted for 13% of traffic in 2021. For produced videos: keep them short. 68% of people watch the complete video if it’s less than 60 seconds. Video marketing doesn’t have to be expensive, but the quality should align with your brand image.