Online Video, King of Content Marketing?

If a picture is worth one thousand words, than how many words is an online video worth? It’s got to be significantly more! This blog post will dive into online video’s worth and how to use this emerging media in your marketing mix.

The Rise of Online Video

As this year winds done, businesses should examine the important emerging media trends from the past year and how those trends will affect the future. It appears that online video was a huge trend for this year. In fact, 2015 was dubbed the “Year of Video Marketing,” and video content will continue to play a huge role in business’ marketing efforts.

As technology and emerging media advance, it becomes easier and less expensive for marketers (or anyone in general) to create videos and post them online. Additionally, marketers should use videos in their marketing mix, because videos stick out, keep consumers’ attention, and are usually engaging. Many consumers enjoy watching online videos, and they even actively seek them out in order to satisfy their entertainment and information needs.

Furthermore, as the years progress on, more consumers are becoming connected and have easier access to online videos. A Cisco Visual Networking Index white paper predicts that “consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014.” Thus, it is important for marketers to optimize their video marketing efforts to reach and connect with consumers.

Many businesses realize the amazing potential of online video, and they have been using this media for various applications. Reelseo did a survey on the different reasons why businesses use online video. Here are some of the results:


Improving Your Video Content Strategy

So, what are some methods that marketers can do to better utilize this emerging media trend?

  1. Marketers should create and use online videos at almost every step of the consumer purchase process.

Online video enriches a customer’s purchase decision process and will help convert sales. For example, according to Marketing Profs, businesses should specifically tailor video content that appeals to consumers at the beginning of the purchase process. To do this, a business should create fun, lighter video content that shows off the brand’s culture as well as simple how-to videos that demonstrate its service or product. This helps build awareness for the brand and its products.

Then, to reach consumers in the middle of the purchase/decision process, businesses should create more-detailed product demos as well as testimonials. This is to help build trust with a potential customer as well as assure him that the brand’s product/service is what he needs. Finally, to seal the deal with a customer, marketers and sales reps can now easily make personalized videos for the customer. These types of videos could include customized demos and greetings.

  1. Marketers should consider creating a YouTube channel and posting their videos on YouTube.

YouTube has an unbelievable reach capability. According to YouTube, it has more than one billions users, which is about a third of all Internet users. These users watch hundreds of millions of hours of YouTube videos every day. Furthermore, according to YouTube, it alone reaches more 18-49 year olds than any US cable network. All of this data is very impressive! If your business uses YouTube, make sure your videos link back to your business’s website.

  1. In order to battle the challenges of smaller budgets and decreasing consumer attention spans, marketers should also consider using Vine.

Vine is another online video sharing network; however, unlike YouTube, videos can only be 6 seconds or less. Vine is a great way for businesses with small budgets to create online videos. Additionally, even if a budget does not restrain a business, Vine is a great way to create content that is easily digestible. Thus, in a world where attention span is decreasing, Vine seems to be the perfect answer.

After reviewing this information, is your business utilizing online video to its fullest potential?


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