The importance of video

Cisco estimates that by 2016, 86% of all global internet traffic will be video. Many people will be astonished by this figure. They may be even more surprised to learn that already, 62% of the content we view online is video.

Movie clips can now be viewed in many different ways whether on video sharing sites like YouTube and Vimeo, social media sites such as Facebook or Twitter, blogs, company websites or BBC iPlayer. Not only that, the profusion of mobile devices means that film can be taken, watched and edited almost anywhere.

For all but the largest organisations, video has historically been too costly, and until the advent of high speed internet too difficult to post online. However, with the introduction of inexpensive digital cameras and smartphones, allied with the digitalisation of film, video can now be a viable part of most companies’ marketing toolkits.

There are a host of different ways in which video can be used:

  • Humanising your brand
  • Testimonials
  • Sales
  • Educational or ‘how to’ films
  • Building voice of authority

But there is one other very important way in which video can benefit brands. It is common knowledge that fresh content on websites – in the form of blogs or news feeds – greatly contributes to enhanced visibility on search engines. However, according to a recent study by Forrester, videos are 53 times more likely to generate a first-page ranking on Google than traditional written content.

The trick with video is to have a dedicated strategy designed to promote your film clips. Uploading your footage to a YouTube Channel, while useful in building your online presence, will not reach the widest possible audience.

It is important that you promote your video using a range of other marketing methods including via your website, through the social media channels, QR codes on printed material and even on email signatures.

Here are our top tips for incorporating video into your marketing strategy:

  • Look at how you may be able to use video for your business
  • Identify which people within your organisation are ‘camera friendly’
  • Allocate a budget – important whether you are shooting clips internally or employing an agency
  • Aim to add some form of video feed to your website
  • Put together a strategy aimed at promoting your videos
  • Measure how well the videos are performing using Google Analytics and YouTube’s own analytics.
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