Out of all the tools available to marketers, video is rapidly becoming the most popular and effective – if you’re not using video, here’s why you’re missing out.
As new technologies percolate into every facet of our lives, marketers have found themselves with a broad array of digital tools at their command. Websites, blog posts, adverts, search engines, social media and email can all be combined to create appealing and effective campaigns.
But increasingly, the cornerstone of digital marketing is video. Video content is an ideal medium to get complex messages across in a short amount of time. This is important when people are notorious for having fleeting attention spans, especially when it comes to surfing the web or skimming social media.
Video is engaging, immersive, dynamic and user-friendly. Video delivers personality and emotion, and can be both entertaining and educational. Done well, the right video content can be an incredibly valuable asset.
Video dominates the internet
The rise of video content on the Internet is astonishing. If you were in any doubt, here are a few key statistics:
- Cisco predicts that by 2020, video will make up more than 82% of all global Internet traffic — 15 times higher than it was in 2017.
- Research by Hubspot states that in 2018, 81% of businesses used video as a marketing tool — up by 63% over the previous year.
- A 2018 LinkedIn study found that 62% of B2B marketers believe that video should be the primary platform of any creators.
- And, rather alarmingly, Nicola Mendelsohn, Facebook’s VP for EMEA, has suggested that by 2021 Facebook will probably be entirely video.
Make no mistake, video should be an integral part of your marketing strategy. In the past two years, the number of businesses using video as a marketing tool has grown by 38%. Today, it’s used by 87% of marketing teams. The clear takeaway from this is that if you’re not using video to promote yourself, you should be. And even if you do already use video, you’re probably not doing enough.
Doing it right
But you don’t need to take our word for it. Here are some recent examples of how video has proven to be a key driver for a variety of business.
Make an impact: Dollar Shave Club
The US-based razor subscription service has grown from a start-up to a $1 billion acquisition by Unilever in less than eight years. The Dollar Shave Club was kickstarted into life with a funny video that went viral and has been viewed more than 26 million times.
The video, hosted by the company founder Michael Dublin, cost just $4,500 to make, but was priceless in presenting the product in an engaging way. It also succeeded in presenting the company’s fun personality, which was then backed up in its packaging and promotions. It secured 12,000 customers in the first two days.
Dollar Shave Club has since made dozens of videos, all with a similar level of irreverent humour and wit, reinforcing the brand and continuing to raise awareness among both men and women.
Increase video production: Scottish Natural Heritage
With tourism a key contributor to Scotland’s economy, it makes sense to promote the nation’s countryside and wildlife using video. For six years, Scottish Natural Heritage has been producing a range of content, including keynotes and seminars, mini documentaries, animations and interviews.
This vast library of video material is used by 700 staff members across 40 locations, and not only promotes tourism, but awareness of nature, ecology and conservation too.
In fact, SNH soon amassed such as vast library of valuable video content that they employed Imagen’s media asset management system to manage it all. This ensured the content is safely preserved and accessible to all 700 staff, maximising the potential ROI.
Become a content powerhouse: Red Bull
After the Red Bull product launch in 1987, the company quickly latched on to the extreme sports market as a platform to raise brand awareness. From event sponsorship it rapidly moved to event creation, and video coverage has been critical to its success.
Not only is its video content brilliantly produced, capturing the essence of each experience, but Red Bull has ensured it’s watchable by anyone and easily shared. It’s regularly rated as the number one shared brand. It also demonstrated the incredible power of video marketing with Felix Baumgartner’s record-breaking supersonic free-fall in 2012, which has been viewed 45 million times on YouTube.
Red Bull’s video marketing strategy is built on creating hub content, month in and month out. It posts thousands of videos per year, generating more than two billion views annually. No wonder Red Bull is billed a marketing company that just happens to make an energy drink.
Lights, camera, action…
As well as external promotion, video is also useful for internal comms and training, providing even more reasons to invest. But if you’re worried about your return on investment, fear not, because there is data that proves the value. For example, more than half of marketing professionals worldwide name video as the type of content with the best ROI. And 88% of video marketers are satisfied with the ROI of their video marketing efforts on social media.
Getting started also doesn’t have to be costly. You don't need to invest in expensive equipment or hire someone to free-fall from the edge of space. You can begin by using existing content as a basis for video. For example, filming customer testimonials, interviewing staff or creating behind-the-scenes footage of your company or its products. These videos can easily be done with a DSLR camera or smartphone.
Soon, you’ll discover the type of content that works for your business, and before you know it, you’ll have a burgeoning library of videos assets, all helping to create brand awareness and drive additional revenue. So, what are you waiting for? Make a start on your own video marketing campaigns today.
Find out how leading companies like the BBC, BP, ATP Media and Reuters use Imagen to unlock value from their video. Download our case study guide.
Just looking more tips? Click the banner below to discover key strategies to help marketers capitalise on video.