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Is video the future of your content marketing?

Is video the future of your content marketing?

Video killed the radio star, but what’s next? As marketers, it’s easy to view ‘the next big marketing trend’ with a host of scepticism. That’s normal. In fact, it’s probably for the best clients and businesses don’t end up investing in something that is nothing more than a fad.

A lot of the time, trends come and go after a short period of time. Remember text-heavy eBooks and text-only SEO strategies? But, every now and then, a new trend comes along and it’s clear it’s here to stay.

Video marketing has been a clear game-changer since video became easier to shoot, edit, and share by anyone, not only professionals. And it shows no signs of slowing down. But it isn’t necessarily the answer for everyone.


Social media video over the years

Mark Zuckerberg said himself that he’s betting the future of Facebook on video stories and disappearing posts, as introduced by Snapchat. With stories and a newfound fascination with short, digestible videos came the likes of Vine, Instagram stories and highlights, Facebook stories, and now IGTV which caters to longer videos. All the while, YouTube has been standing strong as the number of YouTubers who earn six figures has increased by 40% since 2017. It has become an increasingly important channel of engagement for younger generations. 


The statistics

Zenith’s Online Video Forecast 2018 suggests 50% of 18 to 34-year-olds would stop what they’re doing to watch a new video by their favourite YouTuber. Marketing emails containing video can increase click-through rates by 200 to 300%. Landing pages which embed video show an 80% increase in conversion rates and people spend 88% more time on a website that has video. 

Videos also boost shareability for your brand. People share a video 12 times more than text and images combined, preferring to watch a video than read text if both are available on the same page. And, 90% of users say product videos are helpful in the decision-making process. We’re visual creatures, so it’s hardly surprising video is such a successful marketing tool for businesses today. Yet, there’s still a big “but” we need to address.


What does the video trend mean for your business?

Before you run out and spend thousands whipping up an influencer deal with some YouTuber or breaking out your own directing skills, it’s worth considering what a video marketing could mean for you. It’s all too tempting to jump on the video trend, but its usefulness will change from company to company. First, consider whether your particular audience would enjoy it. Sure, a video might be appealing if you cater mostly to a younger generation, but B2B clients might not respond well to it.

And even if video marketing is right for you, not everyone can produce a good video. You might need to hire the likes of a content writer to produce a script that will elicit the right emotions in your audience and target the right people. 

Video is creating a world of possibilities for brands. Brands are live streaming events, going one-to-one with personalised messages, getting search friendly with the use of AI transcription, and going 360-degrees. And even if it isn’t something that would work as the core of your marketing strategy, it could still serve its purpose as a support to your other content. It has fit in well with many companies’ ideas. Will it fit well in yours?

Coster Content can teach you how to write and produce great content for your brand to increase your leads and give you the edge over your competitors. For more information, get in touch on 0161 413 8418.