The Rise of Video Marketing (and why social video is the future)

You’ve probably heard the expression ‘a picture can say a thousand words’. If that’s the case then a video is worth a million.

Unless you’ve kept your eyes and ears shut over the past few years (or put a complete blockade on social media) you’ll have noticed the short sharp rise of video marketing. Scroll through your Facebook feed and videos will be absolutely everywhere, and that’s by no means a coincidence. According to the tech giant Cisco, by the end of 2017 69% of all Internet traffic will come from video – and the leading publishers all know this.

This not only represents a growing hunger from brands to produce video content, but a lasting appetite by consumers to watch it, meaning there’s never been a better time to get involved.

What is video marketing?

Video marketing is representing your brand through the medium of video; it’s as simple as that. Imagine putting an advert on television without having to pay any of the advert fees. Instead of bored viewers on the Coronation Street ad break, you’ll have access to millions of potential customers through the power of social media.

Facebook, Twitter, Instagram and YouTube all have their own video features with dedicated audiences, and that’s not even considering the new breed of social apps like Snapchat that are leaning towards a video focus.

The success of your video is entirely dependent on the quality of the content. The better the video, the more engagements (that’s’ likes, comments and shares) it’ll get. Ever since the dawn of the Internet it’s been the dream of every brand and publisher to go ‘viral’, but it’s never been easier than with social video.

What are the benefits of video marketing?

Here are the facts. On Facebook, reach on posts and pictures is down by 42%. That’s bad for business and brand awareness. But Facebook video gets more reach than any other type of post according to extensive social media analysis.

This is a trend you want to be on the right side of.

Working in marketing, your first concern should be your potential audience, and in Facebook terms, that’s known as your reach. Facebook want you to use their video feature and their algorithms will reward you with a higher reach.

Enough about Facebook for now: Twitter videos can be immensely popular when linked to trending hashtags or popular events. The same goes for Instagram. As for YouTube, it can be harder to get the same reach so quickly, but with a dedicated audience of loyal subscribers, anything is possible.

Popular ways to use social video for marketing

video and facebook

* Demonstrations – you will often see this in the form of quick cooking videos – which are extremely popular on Facebook.

* Vox pops – This is a journalistic term that means asking questions to people on the street. A toothpaste company might ask passers-by how they feel about their smile, a tea company might ask how to make the perfect cuppa. You get the idea.

* Reviews – Commonly seen on YouTube, conducting your own product reviews or getting a popular YouTuber to do it for you could be the way forward. This is extremely popular for make-up and grooming products.

* Challenges – This doesn’t have to be as crass as dining on a spoonful of cinnamon or getting an extreme new haircut. World record attempts or design competitions are ways in which brands have performed challenges as ways to produce marketing video content.

How do you start?

Super simple video editing app Vine might be no more, but it’s far from the only way to edit short video on the cheap. On a low budget, apps like iMovie (£3.99 iOS only), Powerdirector (free) and Movie Edit Touch (free) can all do the job.

On a larger scale, you could get your own equipment and teach yourself the basics of video editing – or outsource it to a production company. Whatever your budget, there’s a place in video marketing for you.

Forecasting companies bicker over the optimum length of a marketing video, but the general consensus is that 30-45 seconds are ideal – and anything longer than 2 minutes is too much.

What’s next for video marketing?

Facebook Live might not be the most scripted way to get your voice out there, but it’s arguably one of the easiest. It looks set to get even bigger in 2017. If you haven’t come across Facebook Live before, it’s a broadcast right there and then of what you are doing in the moment.

For marketing purposes, it appears to work best at industry events (like trade fairs), when demonstrating a product (a bit like the old QVC shows) and when attempting a particular stunt (such as breaking a world record).

Here’s the best bit: users who frequently engage with your page will get a notification whenever you go live – which is huge for your reach. This seems to

be the way the social industry is going, with Instagram recently launching a really exciting live video feature too. Expect to see this become more prevalent over the next year.

You’ve made it all the way through this article, but in a few years you could be seeing it all in video format. Make no mistake: video is the future.