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The Rise of Video Marketing

By Andrew Storrier

3 min read

Online video consumption is dramatically rising. YouTube, for example, had six billion video hours watched per month in 2014, while Facebook hit eight billion daily video views in November 2015. Further, video will account for 69% of all consumer internet traffic by 2017, according to Cisco. These videos aren’t just of cats being silly either, they are informative and educational content. Your small business can tap into this rapidly growing trend and create simple, engaging videos, which will help enhance your brand without breaking the bank.

Video: The Most Engaging Medium

Video is so effective because consumers engage with content and take proactive steps towards progressing along the buying cycle. For example, 65% of all viewers will watch at least three-quarters of a video, while the same percentage of executives visit a vendor’s site after watching a video. Also, people spend 88% more time on a site with video content, and those viewing a video stay on average two minutes longer than those who don’t.

Video content boosts your SEO ranking because Google pushes video content to the first page of the results, which can increase the organic traffic to your website. People on social media are also more likely to watch a video compared to reading a blog post – just look at Facebook’s staggering video views growth. Overall, quality video marketing attracts, engages and retains customers. But what is quality video marketing?

Case Study: Will It Blend? Blendtec

Blendtec was originally a small company, established in 1975, competing for market share in the oversaturated blender space. In 2006, it was looking for ways to revitalise its brand when marketing director George Wright heard CEO Tom Dickson had blended wooden boards to test a product’s integrity. After witnessing the non-traditional blend, Wright used $100 to buy a white lab coat, marbles, a garden rake, a McDonald’s Extra Value Meal, a Rotisserie Chicken and some Coke. The in-house videographer then filmed Dickson blending those items in the company’s break room, and a viral video series sensation was born.

The initial videos gathered six million hits on YouTube, inspiring Blendtec to later pursue Google and Yahoo! advertising to further increase the reach of the videos. The results were clear: sales were up 700% in 2009, after the campaign, and the company had almost 875,000 YouTube subscribers and achieved mainstream success with several television and print media appearances.

How to Succeed with Video

An effective video marketing campaign doesn’t need millions of dollars to succeed, in fact, you can start with as a little as a few hundred dollars, a dream and completely change the fortunes of your company, just like Blendtec. Successful video marketing relies on a few guiding principles for any campaign:

  • Make it about the viewer: Any videos should compel the viewer to watch more from the beginning. You watch your video to not only engage a potential customer, but to also provide them with immediate value. Think of punchy, exciting ways to start and continue to deliver on that excitement throughout the video. You want people to not only follow a call to action, but to share the video with people who might also gain value from it. Think of your own pain points, or how you’ve solved common business problems as a jumping off point.
  • Short and to the point: This also follows point one. Keep videos as short as possible, preferably around one to two minutes. If you need longer to communicate your message, it might be a little convoluted and you might need to consider revisions. People should know what your video is about immediately, and how it will benefit them to keep watching.
  • Measure, refine, repeat: Gathering data for analysis is important for any marketing activity and the same goes with video. These metrics can help you refine your work, find out when and where people drop off and why, which will improve your future content.

Video is vital to attracting people to your brand online. Starting a video marketing campaign today can help reach new customers, who will engage with and buy from your company tomorrow.

Information may be abridged and therefore incomplete. This document/information does not constitute, and should not be considered a substitute for, legal or financial advice. Each financial situation is different, the advice provided is intended to be general. Please contact your financial or legal advisors for information specific to your situation.

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