Online video continues to accelerate at a rapid clip, as the written word slowly but surely becomes subordinate to visual communications.
A strong video marketing effort plays right into how more and more consumers like to receive news and information. But this is not about keeping up with the Joneses. It’s about how to grow your business and meet your customers and prospects where they live online.
Ah, remember the herky-jerky quality of online video when it first started to emerge in the early 2000s? Now it’s turning into serious business. Ninety-seven percent of marketers say online video marketing has helped increase the understanding of their products and services, according to a HubSpot survey, while 76 percent of marketers say online video marketing has helped spike sales.
As brands and organizations develop their online video programming they need to keep their eyes peeled on the trend lines (see nearby). Since 2014, for example, online video consumption has generally increased among all age groups. Watching video via mobile devices has grown fairly steadily, as well.
In a world besotted by online analytics, producing video that people actually watch requires a bit of a gut check. Reverse engineer the phrase, “If you build it, they will come.” First, establish your online video bona fides and get your audience conditioned to consuming branded video programming. Then build on the programming and figure out how to cross-pollinate the various shows with additional marketing channels.
By Matthew Schwartz, Director of Content