Riding the Next Marketing Wave: Video Content

In today’s social world, you have a second to capture your consumers’ attention.  Twitter feeds are updating by the second; blink and you miss something.  Your consumers may not even have the opportunity to see your content thanks to Facebook and Instagram’s algorithms that keep the most engaged content at the top of the feed, rather than in a chronological list.  This means you are relying on organic engagement or paid promotion just to get your content in front of viewers, and that still that doesn’t ensure your content gets the attention it deserves.
This leaves many marketers facing the same challenge:  How do I get, and retrain, my consumers’ attention on social media? 
Enter the world of video content. 
Last week, Hubspot held their annual Inbound Marketing Conference at the Boston Convention Center.  During one of the breakout sessions, Jeremy Goldman of Firebrand Group, discussed the future of video content marketing, citing that 46% of marketers are creating new video content at least once a month.  Marketing departments are acknowledging the growth and ROI value of video and are investing in resources to drive this form of content.  In 2017, 20% of organizations will be looking to hire video editors and 23% will be looking to hire videographers.  
Why are companies using video?
For all of the B2B marketers who don’t think they have the target audience for video content, think again.  A video campaign doesn’t need to be a car karaoke performance with Michelle Obama, or a star studded music video rendition of the “Best Day of My Life” to be considered successful. 
According to Firebrand Group, 90% of marketers are using videos to increase brand awareness, regardless of the industry.  Consider the following ways marketers are using video to add value to their organization: 
– Brand “Hero” Videos: These are large-scale videos with the intended purpose of driving mass awareness.  Red Bull’s Project Stratus video received 41 million views on YouTube by setting the world record for highest freefall jump.
– Event Coverage / Recap Videos:  Whether your company is hosting an event or attending one, these videos can be a great way to let your audience know what they missed or to highlight the best parts of an event.  Wistia, a Boston-based video hosting platform, does a great job of recapping their annual conference, WistiaFest
– Product Driven Videos: These videos present new products or services.  Apple’s release of the New MacBook Pro introduced its new Touch Bar feature.
– Testimonial Videos: These videos are intended to drive new business by demonstrating past successes. Salesforce showcases their testimonials with Philips, Coca Cola T-Mobile and more. 
– Behind the Brand Videos: These videos are intended to share the culture of the organization.  These can be great recruiting tools or help potential customers get to know the brand better before making a purchase. Pandora uses their brand video for candidate recruiting.  
– Aftercare Videos: These types of videos are used to keep customers engaged after they make a purchase.  Nike’s videos aren’t always promoting their latest pair of shoes, they also use video to inspire their customers
As you start planning and budgeting for 2017, consider the value of video content. And hey, if you’re looking for a new gig, start investing your own time into learning about video.  Ride the wave; it’s a big one.

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