How to succeed with online video
by Lucy Wyatt, BSc Business and Management graduate, The University of Buckingham
As the public is bombarded with more and more promotional messaging on a daily basis, one clear winner has emerged above all other elements of the marketing mix - online video.
Perhaps second only to Twitter post Trump, video is dramatically shifting the way prospective and existing clients are exposed to information.
ReelSEO’s most recent report on ‘Online Video Marketing and Business Video Trends,’ confirms a significant shift in industry resourcing, with highlights including:
- 93% of marketers are using video in their campaigns
- 84% are using video for website marketing
- 82% confirmed video has a positive impact on their business
- 60% are using video in email marketing
- 70% are optimising video for search engines
- 70% plan to increase spending on video
Firstly video marketing is time and cost-efficient: It can capture and convey a full story within a couple of minutes.
Video also speaks from the heart and addresses the long-recognised presentational rule that communication is only 7% verbal and 93% non-verbal.
It is an ideal method to communicate subjects ranging from training, events and testimonials, through to new product launches and client feedback. This makes it particularly advantageous for achieving multiple tasks in one hit.
Add to this the fact that individual attention spans are on the decline - The National Centre for Biotechnology Information says successfully viewer engagement happens within the first 10 seconds of video – and it’s a clear winner for all concerned.
Marketers have therefore adapted and reduced the length of video time to get key messages across.
Six steps to making a great online video