Why online video is the future of content marketing

28 June 2016

Why online video is the future of content marketing

You can’t have failed to notice the rapid growth of online video in recent months. Whether it’s Facebook Live video, Blab, live YouTube videos or Periscope, videos are taking over the internet with the increased availability of WiFi and the technology to create them in our pockets.

Whether you are thinking of off-the-cuff live video blogging or highly produced, serious video marketing ads, including video in your content marketing mix is becoming more and more essential. In fact, it is estimated that, by next year, video will account for 69% of all consumer internet traffic. Just consider that statistic for a moment, then ask yourself how you are going to include video in your strategy so that you can remain relevant for your consumers.

YouTube is the internet’s second largest search engine. With over one billion unique views a month, it is beaten only by Facebook in traffic terms. Videos also often convert very well. Do you know how to be part of that potential?

Consider your audience

Make your videos relevant to the audience you are trying to attract. Like with any marketing strategy, consider who the film is for and what you want to achieve with it.

Don’t freak out about the tech

You can go high tech if you want to, but a smartphone or tablet can do a great job of recording and editing videos, if you just want to get started.

Check your analytics

Don’t just share your video and forget about it. Always look at your analytics, including how long people watched for (to get a clue about whether your videos are too long for your audience) and how many people shared your videos socially. Use these metrics to improve on what you offer.

Promote everywhere

Don’t just make a video, post it to YouTube and Facebook, and forget about it. Cross-promote your video content just like you would any other type of content.

Take care with your description

Use your video title and description to get the attention of viewers and search engines. A catchy title, followed by a keyword-rich (not stuffed) description will help with your optimisation efforts.

Don’t be scared to be creative

Talking head videos are popular because they are easy. Could you go a step further and think of a more creative video idea as part of your content marketing strategy?

Include a transcript

It takes a little work, but transcribing your videos makes them accessible to Deaf people and gives Google something to work with - it can’t yet index your video’s content without text.

Engage with people who engage with you

If people like or comment on your videos, thank them and interact with them. Answer or ask questions to get conversations going and start to build new relationships with your fans and followers.