Marketing

Why Brands Should Integrate Video Marketing Into Their Content Strategy.

By 
Dion Herveille
October 10, 2020

Why Brands Should Integrate Video Marketing Into Their Content Strategy.

There’s no denying that we’re witnessing a shift in the way content marketing is delivered almost 70% of brands are actively investing in content marketing in 2020. The rise of stories on Instagram and Facebook has changed the way brands deliver messages to their audiences. While there was once a time when long pages of text (like this) dominated content marketing strategies, today’s market is shifting toward the ephemeral, the fun and the visual.

The whole concept of content marketing is based on trust and creating long-term relationships. Video content is perfect for this, however video is no longer just one piece of your overall marketing plan. The idea of video content isn’t new whatsoever, What has changed is how important video has become on every platform and channel to the consumer. It's central to your outreach and campaign efforts… Especially your social strategy. So, if you are serious about content marketing, you must be serious about video, too. Over 83% of marketers believe that video marketing is becoming more important for reaching and engaging new audiences. Studies indicate that more than 50% of consumers want to see video content from brands, which is more than any other type of content. Two-thirds of social media users reported engaging with a brand after watching a video posted on social media. Video content also was found to increase brand association by 139% and purchase intent by 97%. However, videos require a bigger investment of time and resources than written content, but as visual marketing increases in popularity after all, it's 40X more likely to get shared on social media than other types of content it's a medium worth experimenting with.

Clearly, video marketing absolutely dominates social, and all indications suggest that it’s here to stay. In this article, we’ll discuss future trends in video content marketing and how your brand can capitalize on these growing trends in the year ahead.

What The Critics Say

Let’s face it: Email marketing isn’t as attention-grabbing as it once was. These days, our inboxes are jammed with Mailchimp blasts and “last-minute” ads for the hottest deals at every retail store you’ve ever been to.

I’ve heard critics who believe that video marketing is headed in the same direction. They suggest that the medium of video is becoming too highly saturated on platforms such as LinkedIn, Facebook and Instagram. As a result, videos command less of our attention, and eventually we’ll scroll past them without paying them a second thought.

What They Get Wrong About Video

What the critics don’t realize is that video content marketing and email marketing represent a classic apples-to-oranges comparison. On one hand, email marketing is a “push” technique that directly contacts individual prospects and customers and attempts to incentivize repeat sales. On the other hand, content marketing “pulls” new prospects to attract initial sales and leads.

An effective, diversified digital marketing strategy should include email and video marketing content. However, to suggest that video marketing will suffer from the same type of saturation as email marketing is to misunderstand the medium of video and the concepts of marketing fundamentally.

The Rise Of Video Content Marketing And Its Growth Forecast

Many of today’s consumers want to be entertained. Rather than scroll through text or messages in an inbox, consumers may prefer to watch videos that are personalized to their interests. In fact, recent surveys indicate that over 50% of consumers are interested in watching videos from brands they support.

When done correctly, video content can make an excellent addition to your existing marketing strategy. According to a 2019 survey of business owners, 66% rank video as the most effective form of content for their marketing strategy.

At VICI MEDIA we predict strong year-over-year growth in video content marketing engagement in the first half of the coming decade. There are two factors that point us in this direction. First, our mobile devices are becoming increasingly video-oriented; second, videos are most popular among younger demographics. Further, a recent report found that 85% of millennials have purchased a product after watching an online promotional video, a figure higher than any other demographic. The widespread popularity of, and engagement with, video content among this generation leads us to believe that video-based content will continue to be a dominant marketing channel in the coming years.

Is Video Marketing Right For You?

With the increase in video marketing, it’s not unreasonable to think that video content might be a bubble. However, analyses suggest that video is a booming market for tech-savvy brands looking to appeal to a younger audience. Increased conversion rates, superior reach and the ability to personalize are three main selling points of video marketing. By incorporating video content into your content marketing strategy, you can capitalize on this growing medium and engage your audience before your competition does.

In the end one of the best ways to either convince yourself of video marketing is to audit your own or your audiences content consumption behavior and you’ll see the prominent position it has achieved, but more importantly how it will change the way we consume content ever more in the future. So let me ask you; What type of video content do you plan to produce for your social media and content marketing posts this year?

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