According to The Guardian, online video giant YouTube receives more than 1 billion unique visitors every month. Researchers at Forrester would likely not be surprised by this, since they recently valued one minute of video at $180,000. With numbers like these, it’s no surprise that Nielsen reports 64% of marketers are using or plan to add video as part of their online marketing strategy.
The reason is simple: videos get results. Videos are entertaining, easily shared with others online, and uniquely engaging. They convey easily digestible information and keep potential customers on your website longer.
As reported on The Guardian, a recent Volkswagen campaign featured three cleverly done videos that received more than 155 million online views. While it’s difficult to say exactly how much revenue was generated by these video views, 155 million watchers is a clear indicator that customers were visiting the car maker’s website and sharing it with others to drive even more site traffic.
Although small businesses may not have a large production budget, they can still benefit from a professionally produced video. Even a short film provides a chance to convey the company’s message to potential customers and allows them to share it with others who may be interested. Video provides a chance to engage customers and tell them a story, even if the clip is short. It’s also an excellent vehicle for adding dimensions and interest to social media presences and company blogs.
To get the most out of a video, plan the message carefully around its target audience before filming begins. Remember that videos are often played on tablets and mobile phones, so format accordingly. Even if filming in house, keep it professional and creative. Finally, align the video with the brand’s image and overall marketing strategy so that it fits well with company goals and does not end up an extemporaneous exercise.
Why online video is the future of content marketing, The Guardian