Why is 2018 The Year of Video Content in Content Marketing?
In the last decade, the digital landscape has seen enormous changes. Digital technology has become cheaper, and there are no boundaries on when, how and where individuals can interact with the content. The change in the digital landscape and the way content is delivered has impacted the way content marketing is done.
Today, content can only succeed if it connects with the end reader which brings us to a simple fundamental of success – Content Marketers should produce content which consumers want. In simple language, the content produced by them should adhere to how, why, what, when of Customer requirements.
Fortunately, it is not hard to keep up with the emerging landscape when you invest in different content forms like voice and video marketing. In today’s era, video marketing has proved to be one of the few kinds of online material that provides relevant content which can be produced in a flexible manner.
Also, what makes Video Content more attractive than other forms of Digital Content is the ease with which the end consumer connects the content with their lifestyle needs. As one of the most in-demand forms and growing forms of marketing, video marketing is what marketers need right now.
The Growth of Video Content:
The year 1995 was the landmark year in the world of Digital Marketing since it was the year a viral video was introduced on digital landscape. In 2005, YouTube was launched. As soon as the platform was launched, Nike used the platform to share a video of Ronaldinho. The Nike ad video received more than 1,000,000 views in 5 months. In 2018, this number might sound like a small number but in 2005, this was a big number and it was one of the videos, which bought the attention of world to the power of video as a content.
In 2006, Google acquired YouTube for $ 1.65 billion.
The traffic on YouTube in year 2006 was 65,000 videos uploaded each day. Today, YouTube receives 300 hours of video uploaded every minute and approximately 5 billion of YouTube videos are watched every day In 2007, Google rolled out monetisation ads on YouTube.
With arrival of Google in the market, Video Content had finally arrived. Fast forward today and you have all the social media networks — such as Facebook, Twitter, Instagram, and others (not primarily focused as video content) updating their platforms to support video content (video marketing).
Textual content v/s video content: How Video Content is winning the battle?
a. Video Content Enhances Brand Recall
According to HUBSPOT, over 80 percent of customers will remember a video they watched in the past one month. These customers automatically remember your brand for a long-time duration, thereby translating in to more leads and sales. The viewers normally retain 10 percent of what they read and 95 percent of what they view online. Typically, customers love sharing videos they enjoyed watching, and this enhances your online reach.
A small tip before I move to the next point.
The more the time you spend in making your videos memorable, more are the chances you will be able to align them with your brand strategy. Therefore, it is advisable to keep fonts, colours, voice, and logos same; make your marketing videos resemble your business articles, websites, and blogs.
b. Video content goes viral
About 92 percent of individuals consuming mobile videos, share them with others. This is a huge portion, and it is higher than the sharing rate of written content. Through measuring, it has been
found that video is shared 1200 percent more than both texts and links combined.
60 percent of viewers are going to engage in video post before they view the text post. As such, video content is a crucial tool for brands that need to enhance their reach online and enjoy huge audiences.
At the end of day, virality of content is what makes it stand out on Social media. The next time you want to produce a Viral Content, think Videos.
c. Video content can help in strengthening brand message:
With videos in your marketing strategy, you are going to have the right opportunity of enhancing the message of your brand and even drive the persona of your company home. I am not saying textual content does not help you with branding, but video has a bigger impact than textual content. As per a survey, 65 percent of the decision-makers in business will visit the website of a marketer who used a video that is branded.
Through features such as branding and design to advanced ones like content and voice, video marketing is the right tool to strengthen the identity of your brand and ensure that your clients understand you.
Before I end the article, I am going to share a simple tip about producing videos which will help you in Google Search. We visit Google with a purpose. The purpose to “Search” something relevant information. Google to help improve its search results favours the videos with higher quality over those with lower quality.
The videos displayed by Google will tend to be useful and to the point. The video results of Google mostly favour the how-to resources. The videos made for purposes of general entertainment will rarely be ranked highly on Google. However, such depends on the individual video and search query.
2018 is the year of video content in content marketing:
In 2005, only 69 percent of the online users downloaded or watched videos and 14 percent of these groups or uploaded videos online. In 2018, we expect to have over 80 percent of online users downloading or watching videos and 35 percent posting or downloading them.
Web visitors are favouring viewing over reading and here are few stats in support of my article:
82 percent of users on Twitter watches video content on Twitter platform
More than 87 percent of digital marketers use video content marketing
45 percent of individuals watch more than an hour of YouTube and Facebook videos a week
People love to watch videos online. If you want to succeed in Digital Marketing, you must start producing high quality video content. Video Content gets a lot of attention and even grow a huge following online.
The video content is going to escalate not just as a medium, but also as an advertising medium. YouTube is already attracting incredible engagement and traffic and other platforms are following suite.
2018 is definitely the year of Video Content Marketing.
About The Author:
Jasmeet Singh is an Entrepreneur, Digital Marketing Strategist, and an active blogger. He is the founder The Sharp Brain, a Digital Marketing Training Institute located in India. He is an active Quoran and an avid reader.