If there is one thing that attentive marketers have learned over the last few years or so is that video rocks! We are creatures that love to watch videos and incorporating this visual powerhouse in your marketing is a sure way to attract attention and drive traffic.
Some of the catch phrases being tossed around in the marketing world are "native advertising" and "native video." If you're unclear as to what this is, here is a helpful definition found on Wikipedia:
Native video is video that is uploaded to or created on social networks and played in-feed, as opposed to links to videos hosted on other sites. Native video formats are specific to each social platform and are designed to maximize video engagement (i.e. number of views), discovery and distribution. The most widely used native video platforms include Facebook, Twitter and YouTube.
In other words, 'native video' is simply video that you place on a social media platform yourself. The main distinction is that it is not merely a link to videos living elsewhere. While even links to videos are better than no video at all, native video is far easier for viewers to access in the moment.
The Case for Video Marketing
Here's a pop quiz question for you: What is the most effective tactic for inbound marketing? If you said video you get an "A" and are ready for a bonus question: What are the top platforms for your native video? Well, we'll get to that in a moment, but first let's look at some data to back up our claim to the power of video...
According to the Social Media Strategies Summit,
By 2020, an estimated 80% of global internet traffic will be attributed to videos. Both marketers and consumers are jumping on the video bandwagon: 87% of marketers are using video in their campaigns and 90% of customers say video helps them make buying decisions (Mobile Monkey).
In the past 30 days, more online video content has been uploaded to the web than the past 30 years of TV content.
Take note of that first statistic. The vast majority of traffic going to websites is going to be driven by video. And that's not all. The folks at Wibbitz shared this on a recent blog,
By the end of this year, video content will represent 74% of all internet traffic – and more and more of this traffic is coming from social video platforms, where video continues to evolve as a storytelling medium for brands and publishers, friends and family. As of now, Facebook videos attract 500 million unique viewers every day, and 82% of Twitter users watch video content.
That was from earlier in 2018 so we're already at that 74 percent mark. In other words, three-fourths of all traffic on the Internet are video views. Think what that means for your own traffic if you aren't using video!
And it gets better...
We've all heard how mobile is continually on the rise with mobile search changing the face of SEO and organic search marketing. Well, it turns out that video on mobile devices is also on a meteoric rise, as well. Here are a few significant statistics shared by WordStream:
- Over half of video content is viewed on mobile.
- 92 percent of mobile video viewers share videos with others.
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
- Marketers who use video grow revenue 49% faster than non-video users.
- Sixty-four percent of consumers make a purchase after watching branded social videos (via tubularinsights).
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
- Social video generates 1200% more shares than text and images combined.
- Views on branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017 (via tubularinsights).
What Works for Native Video
We've covered some of the basics of video production here before, but some aspects change over time and the best platforms and best length of videos are two of those. What worked just a few years ago is already becoming suspect and platforms, or channels, that were hot back in 2015 are fading away as other new apps and platforms come into vogue.
When it comes to distribution for your native video content, length and platforms are key. Our friends at HubSpot note this,
Video marketers know we lack patience. So they're starting to tailor content for our dwindling attention spans. In fact, 56% of all videos published in the last year are less than 2 minutes long.
But marketers must innovate further because users expect different video lengths on different platforms. Odds are, they're more willing to watch a 2-minute long video on YouTube than on Twitter. If you don't customize video length for each platform, then you're not fully catering to your audience. Sooner or later, the attention they give to your brand will wither away.
So, what are the best native video platforms? The answer today may change before the year is out, but for now your best bets are as follows:
- and YouTube
While there are certainly other platforms of note, such as SnapChat and Tik Tok, these are the current four powerhouse platforms for inbound marketing.
And what about length?
Again, the good folks at HubSpot have provided a handy visual to illustrate this for us:
Your Video Marketing Partners
Video marketing is a vital component of your inbound marketing strategy. And high-quality, relevant, and consistent content is one of the main keys to attracting and winning prospects and customers.
This content can take on many other forms as well, such as blog posts, eBooks, white papers, email, slide decks, infographics, webinars, and even the pages on your website.
However, the challenge for most business owners is in creating this never-ending need for fresh content. Then there is the additional challenge of determining how best to distribute and use that content to carry out an effective marketing strategy.
Fortunately, you don't have to attempt this on your own! Your options for implementing a successful and affordable content marketing strategy also include finding a professional firm that can work with you to maximize your efforts.
A qualified agency like BroadVision Marketing will develop a road map with an implementation time line, marketing milestones, and key deliverables. Using this road map we will create the framework and structure for us to work with you and help you to achieve your marketing goals.
Get your Free Complimentary Inbound Marketing Session to help you make an informed decision or call BroadVision Marketing at 707-799-1238.
