Is Video Really the Next Big Thing in Marketing?
The world has stopped spinning on its axis.
In an attempt to head off the terrible consequences of this event, runners from around the world take to the streets, hoping that the combined power of all their footsteps will set the world in motion again — much like a hamster running in a wheel.
Starring Kobe Bryant, Edinson Cavani, Kylian Mbappe, Sadie Sink, Bill Nye and Kevin Hart, this Nike video titled “Choose Go” has been viewed more than 890,000 times on YouTube since it was posted in late February 2018. This illustrates perfectly just how powerful video is as a marketing tool. But let’s also add some statistics to beef up that statement:
- There are 1.8 billion YouTube users — that’s almost half of all Internet users.
- According to TechCrunch, one billion hours of video are watched on YouTube every day.
- Hubspot Research reports that 54 percent of consumers prefer videos over other types of content from brands.
Considering these numbers, it’s not surprising that more than 80 percent of companies use video for marketing — and 65 percent of businesses that don’t yet use it say they plan to.
Reasons Video Marketing Is So Successful
So why exactly is video the next big thing in marketing?
There are multiple reasons. First of all, the overwhelming majority of people prefer video over text. As Forbes points out, even the most dismissive consumers can easily view, share and embed video content, as well as leave comments.
In addition, video is a great way to show authenticity. It’s an effective way to provide a glimpse behind the scenes to see what makes a company tick, who its people are and how it works. Take, for example, this Taco Bell video “The History of Glen Bell — What the Bell Happened?” that shows how Glen Bell founded Taco Bell and turned his company into a national brand — fueling America’s love of the taco as we know it.
Of course, video is also a brilliant story-telling vehicle. Whether it’s a carefully scripted ad with celebrities or curated user-generated content, when put together well, it can take the viewer on an emotionally engaging, exciting, inspiring and moving adventure that gives them a great experience and leaves them wanting more. Just think of GoPro’s video campaign titled “Be a Hero,” which features a firefighter resuscitating a tiny little kitten after finding it unconscious in a burned-out home.
Moreover, people love to share video. From the viewer’s point of view, they’re sharing something enjoyable with a friend or loved one. From a marketing perspective, sharing leads to more engagement with more consumers, which in turn can lead to more sales. For example, Android’s “Friends Furever” commercial featuring unlikely animal friendships became the most shared video ad of 2015. A dog swimming with a dolphin, a tiger nuzzling a bear, and a cockatoo stealing pasta and feeding it to the family dog all stole the hearts of millions of viewers around the world.
Last, but certainly not least, video content is evolving. According to HubSpot, interactive video allows viewers to choose their own journey by clicking on different areas of the screen. What’s more: They can complete forms, download content and even buy products — all without ever leaving the player window. And as technology advances, the range of actions users will be able to take is likely to grow according to the demand for more convenience.
How to Use Video in Your Own Marketing Campaigns
If all of this has inspired you to want to use video in your own marketing campaigns, the good news is that there are various options available to you.
First, there are professionally scripted, acted and shot videos that you can have professionally developed. However, if you’re a small business, this might be too large of an investment to consistently make.
Fortunately, with even just a smart phone, laptop or a regular camera, you can create your own video. There are several video editing apps that make it easy to edit footage, as well as add voice-overs, text, music and more.
You can also curate user-generated content to create videos. Simply organize a contest and ask your customers to share their favorite clips of themselves using your product — then edit them together in a short video with your own branding. In addition to getting people more engaged with your brand, this has the advantage of delivering unlimited creativity to your video marketing efforts.
It’s clear that video really isthe next big thing in marketing — so it’s a trend you can’t afford to overlook. To learn more about video marketing and how it can help your business, contact us today.