Video Marketing Quarterly Rewind - Is There Too Much Video Content Online?
| Jun 20 2016 | Posted in: Informational Address, Business to Business
Is There Too Much Video Content Online?
Rise above the noise with a coherent video marketing strategy
"More video content is uploaded in 30 days than all three major U.S. T.V. networks combined have created in 30 years." -insivia
So far in 2016 we have seen an unbelievable spike in video content online. It is easy to get discouraged when realizing that the video you uploaded to YouTube is one of a million uploaded that day. In a sea of video content, will yours stand out? How will potential customers see your video if there are so many already out there? Here are three essential elements to think about when devising your marketing strategy.
Content is Key
With so much content readily available, people are a lot more selective with how they spend their time online. Creating relevant content your customers want and need is the most effective way to get noticed. This takes a comprehensive strategy starting with recognizing who your customer is and what they want to watch, whether that be a series of educational videos or a fun light hearted campaign. The trick is to try not to sell. Millennials especially have become experts on realizing when they are being sold to. Educate, inform, entertain… these are the best ways to sell online.
There are also many different outlets you can choose to send your audience a message. Whether that be on YouTube, Vine, or Snapchat for example. It all depends on your target audience. Like Marshall McLuhan said, "The medium is the message." An ad campaign on Facebook has a different affect than on Instagram, even with the same or similar content.
Here are the most effective types of videos online right now according to research by Ascend2.
Banking on one video to go viral is not an option. There are millions of videos uploaded online every day, only a fraction of a percent will go viral, and a fraction of that go viral on purpose as part of a campaign of some kind. The best way to grow the viewership of any of your videos is to consistently post. Having a large, up to date library of content is the best way to grow awareness for your business, convert sales, and/or establish yourself as a thought leader in your industry. A large amount of content is a simple way to position yourself as an expert in your field, which raises customers trust in you and your company. To keep consistent in your video content output, it is best to align yourself with a knowledgeable and trustworthy production company who best fits your needs.
Track Your Results
Video analytics have become so advanced you can now track the engagement of your viewers and pinpoint which part of your video is most engaging and which part loses interest. The only way to utilize video analytics is to have a big enough sample size, which only comes from consistently adding video to your content library (See how these are all connected?). Analytical video data is vastly underused in all marketing strategies today. Video is proven to improve lead nurturing and conversion rates, yet many marketers post video and move on to the next one. Tracking your video content offers the opportunity to see lead behavior and the chance to adjust your strategy to their needs.
Video is a common obstacle for marketers, because it is in its own niche outside of other marketing materials, but when properly utilized and integrated into a marketers' overall strategy, the benefits of video become staggering. Video has already overtaken the majority of all consumer online traffic. Don't be left behind, adapt your marketing strategy to include video as soon as possible.
Remember: marketing strategies most commonly fail when there is little to no planning.
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