The Importance of Fresh Video Content for Marketers

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While marketers and brands everywhere are wondering how to connect with customers and clients during a pandemic, one thing is abundantly clear: people are watching more video content than ever before. Here are some recent numbers put together by Statista:

  • Each month, 85% of internet users in the U.S. watch video content.
  • By 2021, the average person will spend 100 minutes every day watching online videos (a 19% increase from 2019)
  • 93% of companies claim that they got a new customer because of their video posted on social media.
  • 63% of businesses say that video gets the best return on investment (ROI) on social media.

So, why are so many brands not taking advantage of video marketing’s potential? One reason might be that the concept of regularly creating fresh, unique video content will be too expensive and time-consuming (it’s not). Others believe that it’s easier to produce blogs, case studies, and white papers. Fortunately, video marketing isn’t as time-intensive or as expensive as you may think.

Once you know the kinds of videos that people are regularly watching, you can efficiently and cost-effectively create content that aligns with their interests. 

What are the most popular types of video content?

Think about the last video you watched online. Chances are, it could probably fit into one or more of the following categories:

  • Vlog. Blogs are never going away, but another engaging way to reach your audience is by creating vlogs. Vlogs can be made simply and on a shoestring budget, using a smartphone or webcam. This approach gives your video content a relatable, human feel.
  • Behind-the-scenes/company culture. These videos put a face on your company and brand and give people an opportunity to make a connection. Behind the scenes videos are a great way to differentiate your brand and show its personality.
  • Interview/Q&A. These videos allow you to establish authority with input from a respected, experienced voice. The more of these you do, the more credibility you’ll gain through association.
  • Webinar. People love watching webinars about topics that interest them. These videos can take a variety of formats, including a roundtable discussion, product or service review, or Q&A. 
  • Presentation. TED talks are probably the best example of a presentation video. Think about filming presentations at company events or small-scale networking events, then post them socially to generate buzz.
  • Tutorial/how to. How many times have you gone to YouTube to learn something? Knowing that people love watching videos and that they value real insights, create how-to videos and you could start a following.
  • Testimonial. Perhaps nothing is as persuasive as hearing an existing customer give honest feedback about a product or service. Having current customers give valuable feedback is a great way to get new customers.
  • Animation. Animated videos are great for breaking down complex subjects and presenting them in a fun way. Even better, they don’t have to break the bank. They can be simple, inexpensive, and short.
  • Live streaming. Since it first appeared in 2015, there’s been a 330% increase in searches for Facebook live stream. Here are some other encouraging live stream stats:
    • 47% of live streaming video viewers are watching move live video compared to last year
    • 44% watch less TV as a result of live streaming
    • Live streaming is expected to be a $70.5 billion industry by 2021
  • Brand film. While typically more expensive than other video offerings, brand videos can be extremely effective at communicating your brand’s core values. 
  • Video emails. Simply adding the word “video” to your email subject line can boost open rates by 19%. For these videos, it’s important to keep them short (about a minute) and make sure to include a call-to-action.

What Kind of Results Can I Expect from Video?

It’s been shown that marketers who use video have higher engagement with their audiences than those who don’t. Here are some statistics showing how using video can increase traffic, leads, and sales:

  • Video drives a 157% increase in organic traffic from Search Engine Results Pages (SERPs)
  • Embedded videos in websites can increase traffic by up to 55%
  • Marketers who use video grow revenue 49% faster than non-video users
  • Video can increase landing page conversion by 80% or more

Things To Keep in Mind When Using/Creating Video

We know that video is an important marketing tool that every marketer needs to embrace, but there are some things you can do to make sure they’re as effective as they can be:

  • Optimize for mobile. Since nearly 50% of all video is watched on a mobile device, try to create square videos that don’t require the phone to be rotated. 
  • Silence is golden. 85% of Facebook videos are viewed without sound, so make sure to add captions. 
  • Keep it short. Videos up to two minutes long get the most engagement. Unless you’re creating a brand video, which can be longer, keep them short and sweet. 

Have Questions About Using Video? 

At Current360, we have a fully equipped video production studio that we use to create videos of all kinds for clients in all categories. If you have any questions or would like to talk about creating a video for your brand, we’d love to talk

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Rob Womack

If there’s anyone who can honestly say, “Been there, done that,” it’s Rob. After traveling the world for seven years in his 20’s, Rob went to LA and started working in film production. Then it was off to New York, where he learned how to program, which eventually brought him back home to Louisville to build websites. At Current360, Rob heads up our in-house production studio, creating all things digital for our clients — videos, commercials, radio spots, and a lot more. 

When he’s at home, Rob likes to create things like homemade kombucha and music.