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Great video content isn’t rocket science

By Exeter Express and Echo  |  Posted: May 01, 2014

By John Bonney, digital marketing specialist

John Bonney

John Bonney

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Video content is increasingly being used as a way to deliver informative, interesting and engaging content – and there is a reason we’re seeing this trend.

According to Cisco, the networking hardware giant, by 2017 69 per cent of all consumer-based internet traffic will be by video.

On-demand video content will see a significant increase, according to the study, and will almost treble the figures we see today.

Some 64 per cent of marketers expect video content to feature heavily in future marketing strategies.

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With these statistics in mind, small businesses are beginning to realise the importance of video content as a way to reach their target audience. Simply, if online video content isn’t part of your current marketing strategy, you need to go back to the drawing board.

There are numerous case studies that show millions of companies around the world are currently utilizing online video content as a way to reach their target audience.

Marketers are confident that video content is the future of content marketing – as video, unlike any other form of content that has been tapped into, has the ability to grab people’s attention better than any other medium.

YouTube for example, is the second most visited website in the world, receiving over a billion unique visitors every month.

The viral phenomenon of recent years is a huge reason why businesses are investing so heavily in video content. No one really knows if there is a magic formula needed to make a viral video, but that hasn’t stopped waves of businesses from trying.

The next viral hit could be round the corner, be it from a large or small business. All you need is a heap of creativity and a healthy dose of luck.

If a video strikes an emotional chord with viewers, they will engage, share, and then others will also share.

A video doesn’t need to have high production values in order to be shareable. In terms of social media, video content is by far the most effective engaging tool. Taking this into account, all video content you produce must be promoted through social media.

You can create the best video in the world, however if only a handful of people see it, all that effort is gone to waste.

Be sure to consider mobile consumption too, as around half of all video consumption happens on mobile. Bear that in mind.

Also – and this is absolutely fundamental here – always consider your audience.

Video content, as much as we’re championing it, isn’t always the best option, so make sure you consider whether video is the best way to get your message across for that particular topic.

If you’re sat there thinking that while all this sounds great, it might not be feasible for a small company like yourself, don’t fret. These days you don’t need a big budget and an expensive film crew to produce quality content.

All you need is a smartphone and a couple of free apps, and a healthy dose of creativity.

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