What Is Video Content and Why Should You Use It?

November 04, 2016

In the current online world of “Content is King” there are more ways to get the job done than simply writing blog post after blog post. Video has been around since the Internet began, and while it hasn’t always been used as part of an overall content strategy, things are changing. Today, you’ll find more and more instances of video content being shared, but as with most new marketing tools, confusion is often the order of the day when trying to implement it for yourself.

Keep reading to discover some important tips on how you can delve into the world of video content for your clients and yourself.

Common Types of Video Content

First, it would make sense to go over some examples of video content, just so you can have a clear picture in your mind. In a nutshell, video content refers to messages, how-to’s, ads, ideas, offers or other instructionals delivered via video. It may be a short YouTube video explaining how one of your products works, a longer video of you giving a talk at a local university about some aspect of business growth, or quick SnapChat videos used to keep your brand top of mind.

You can also use graphics and cartoons with a voice over if you’re camera shy. These are often like moving infographics, and while they won’t help people associate your face with the brand, they can be educational and quite effective.

Video Content by the Numbers

Much of the time, all it takes is to look at statistics to discover all you need to know about a given marketing tactic. And when it comes to using video content, the results are loud and clear. Check these out:

  • Adding video to a landing page has been shown to boost conversions by up to 80%

  • 92% of consumers that experience mobile video will share it with others

  • Including video in a real estate listing boosts inquiries by more than 400%

  • 80% of people can remember a video ad they saw within the past month

  • 75% of people online have engaged with a video ad in the past month

  • 96% of B2B marketers use video in some capacity 

Naturally, the numbers are only going to increase, so if you haven’t already started, now is the time to start incorporating video into your online marketing strategy.

Why Is Video So Popular? 

One big reason that video content is so popular is the immediacy and instant gratification element it brings to the table. It’s plain to see that attention spans are shrinking by the minute, and watching a one-minute video is far preferable to reading a blog post or written ad for a lot of people. Although video has its limits too, as 5% of people will stop watching around the one-minute mark and 65% will check out at two minutes.

Another reason people like video is that it removes the need to create pictures in their mind as they read through the content. The pictures are right there in front of them, telling a story and helping guide them through the process. It’s much easier to invoke emotion when using video because you can also incorporate music to the mix, making it seem like a mini tv show.

One last reason video is working so well is because it helps to form a connection or bond between the company / organization and the prospective customer. Videos can establish you as the face of the brand, and help you build trust with your customers because they can put a name to the face.

Tips for Success

Of course, video content marketing is still content marketing, and you won’t succeed if you just “wing it” and hope for the best. Take the time to create a proper content calendar, and make sure you have scripts written out, emphasizing certain keywords like you normally would. If you or someone in your organization is on camera and there are lulls in the dialogue, people will become bored and click away. Use cue cards or some other type of prompt to keep the relevant info flowing and the interest level high.

And whether you are speaking to the camera or voicing over an animated video, the same rules apply as with written content. Speak conversationally, as if you are addressing just one person and speak in the second person. Also, don’t speak too quickly or it will seem unnatural and no one will want to hear what you have to say.

The world of video content has arrived and will continue to grow in the coming years. If you want to get involved but aren’t sure where to begin, starting with the words is always a good choice. Call The Content Company today at 888.221.5041 and we will help you get the process started.  

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