Revamping Content Marketing: The Rise of Online Video Strategy

Social Media
February 13, 2024

I’ve been in the content marketing game for years, and I’ve seen it evolve in ways I never could’ve imagined. One trend that’s impossible to ignore? The rise of online video. It’s not just a blip on the radar – it’s the future of content marketing.

Why, you ask? Well, let’s take a look at the numbers. Studies show that 54% of consumers want to see more video content from a brand or business they support. That’s more than half of your potential audience craving video content. And with platforms like YouTube, Instagram, and Facebook prioritizing video, it’s clear that this trend isn’t going anywhere.

So, if you’re not already incorporating video into your content marketing strategy, it’s time to start. I’ll show you why it’s crucial, and how to do it effectively. Get ready to take your content marketing to the next level with online video.

The Rise of Online Video in Content Marketing

In the world of digital marketing today, there’s no doubt that content is king – but it’s the queendom of online video that is on the rise. From Facebook and Instagram stories to YouTube influencers and corporate webinars, video is becoming the go-to medium for brands who are seeking to engage with their audience in a more personal and authentic way.

Let’s take a step back and recognize how quickly this shift happens. In the early 2000s, online video was a novelty at best. Having a video on your website was a luxury, not a necessity. However, rapid advancements in technology over the last two decades have made shooting, editing, and sharing video content more accessible than ever. This transformation, coupled with the explosive growth of social media platforms, ignited the flame that turned online video into a must-have for savvy marketers today.

Smartphone technology and increased global internet accessibility have put the power of video in the hands of consumers. Brands aren’t just publishing videos โ€” they’re engaging in two-way conversations with their audience.

According to a study by Cisco, by the year 2022, online videos will make up more than 82% of all consumer internet traffic โ€” that’s 15 times higher than it was in 2017. Furthermore, a vast majority of businesses have reported a good ROI from their video marketing efforts.

Year Online Video Traffic Share
2017 5.33%
2022 82%

Mastering online video is now, more than ever, a critical part of effective content marketing. In the next section, we’ll explore why video content is crucial and how you pop your brand into the face of this growing digital wave.

Remember, it’s not about jumping on a trend for the sake of it; it’s about understanding where your audience is and meeting them there. Predicting where they’ll be in the future helps your brand stay ahead of the game. So, the question should not be whether to include video in your content marketing strategy. Instead, it’s figuring out how to make video a staple ingredient in your marketing mix.

online video

The Power of Video: Statistics and Data

The importance of video in content marketing can’t be overstated. I have always been a proponent of backing up arguments with robust data and I’ve dug deep into a wealth of reports to cement this fact.

In a report by Cisco, the prediction was stark: online videos are projected to make up more than 82% of all consumer internet traffic by 2022. People love video content and it’s becoming their go-to source for information and entertainment.

It’s not just the younger, digitally-native audiences gravitating towards video. A study by Pew Research Center showed that even 68% of adults aged 50 and older now watch online videos. The consumption of online video has indeed infiltrated all age brackets, echoing its universal appeal.

To pile on the evidence, the data from HubSpot reflects how pivotal video is in marketing strategies. The stats reveal:

Fact % of Companies Reporting
Use video as a marketing tool 86%
Believe video has increased traffic 78%
Believe video has improved understanding of products and services 95%

This data puts it beyond any doubt: video content is a game-changer in content marketing.

Conversion rates are also linked to video usage. A report from Eyeview Digital indicates that using video on landing pages can increase conversion rates by up to 80%. It’s clear: Video not only attracts the eyes of consumers but also gets them to act.

Moreover, the significant growth of social media platforms like Instagram, Snapchat, Tiktok and YouTube attests to this shift towards the video content trend. For instance, YouTube is now the second largest search engine on the web. Similarly, TikTok’s rapid rise is largely due to its user-generated short videos.

Knowing this, it’s imperative to understand where your audience is and meet them there. How you harness the power of video will be the key in setting your content marketing strategy apart. In the contemporary digital landscape, where attention spans are dwindling, videos have emerged as a content format that’s easy to consume, shareable, and most importantly, engaging.

Meeting the Demand: Why Consumers Crave Video Content

Let’s delve into why video content is so sought after by consumers. It’s not just about trends or the phenomenal growth of video-friendly social platforms. At the heart of it all is the way our brains process visual information.

According to a study by MIT neuroscientists, the human brain can process images in as little as 13 milliseconds, which is far faster than text. This infers that viewers can absorb more information, more quickly through video than reading the same material.

On a similar note, Psychology Today reports that people remember 65% of the information they see in a visual format three days later, compared to just 10% of what they read. As a result, the potential for video content to create a lasting impact is apparent, making it a potent tool for businesses seeking to increase brand recall.

Data Information
13 milliseconds Time taken by the brain to process images
65% Percentage of visual information remembered after three days
10% Percentage of read information remembered after three days

Another factor that plays into this preference is convenience. In today’s fast-paced digital world, time is of the essence. Online video content is easily consumable and can be accessed on-demand. Plus, with the proliferation of smartphones and tablets, video is perfect for those on the go, who can consume bite-sized pieces of information in a format that’s entertaining, engaging, and easy to digest.

Furthermore, video is shareable. It’s not uncommon for individuals to share entertaining or informative videos with their online communities. This potential for virality increases the potential reach of video content, introducing it to a wider audience.

In short, the preference for video content isnโ€™t just a trendโ€”itโ€™s a fundamental part of online consumer behavior, whether it’s Generation Z or Boomers. Video content is here to stay, and businesses are catching on.

The Dominance of Video on Social Media Platforms

With a shift towards visual communication, social media platforms are becoming the driver behind the rise of online video content. It’s evident that these platforms are investing greatly in this format.

Facebook, the social media behemoth, prioritizes video posts over text-based content in their algorithms. 24% of the content on Instagram, a platform once known for sharing static images, is now video. Twitter’s not far behind with video tweets receiving 10 times the engagement than their static counterparts.

Platform Contribution of Video Content
Facebook Predominantly
Instagram 24%
Twitter 10 times Engagement

This shift isn’t based on whims and fancies of the platforms, it’s driven by user preferences. Much like our attraction to TV over text in bygone eras, I see video holding sway due to its dynamic form. I firmly believe we’re hardwired to pay more attention to moving images. It feels more real and lifelike. Let’s not overlook the impact on our brain. As mentioned earlier, our brain processes visuals 60,000 times faster than text making video content the dominator in this attention economy.

Consider the SEO impact. Google, the search engine giant, prioritizes web pages with video content. So, if you’ve got a video embed on your site, chances of ranking higher in search results increase substantially. That’s something you can’t afford to overlook.

Add accessibility into the mix. Today’s consumers can view videos anytime, anywhere thanks to smartphones and high-speed internet. Think of this… while waiting in line for your coffee, won’t you rather watch a quick video than strain your eyes on tiny text? I know, I would.

So, it’s clear that video has taken the reins on social media platforms. Its adventurous spirit, marked by the integration of technologies like 360-degree video and virtual reality, fosters deeper connections, creating a richer visual experience intriguing users incessantly.

Incorporating Online Video into Your Content Marketing Strategy

As we’ve explored the astronomical rise of online video content, you might wonder, “how can I level up my marketing strategy?”. It’s simple – integrate video into your content marketing.

First, understand your audience’s behavior. It’s key when crafting any strategy. What type of video content do they engage with? This could range from explainer videos, tutorials, testimonials, product demonstrations, or even live streams. Put your focus on these formats and you’re already on the right path.

Consider the platforms your audience frequents. Facebook, Instagram, and Twitter are juggernauts in the social media space and they’re pushing video content like never before. Additionally, let’s not overlook YouTube – a platform designed specifically for sharing and viewing videos. By understanding where your audience spends their time, you can strategically place your video content ensuring it reaches them.

Create engaging, quality content. It might sound like a no-brainer, but you’d be surprised how many overlook this piece of the puzzle. Ditch promotional-focused videos and instead weave a narrative your audience can connect with. Share your brand’s story, values, and mission. Stir up emotions and deliver a memorable experience. In this digital world, a personal touch goes a long way.

Don’t let SEO slip your mind. Gone are the days when SEO was only about well-placed keywords and link building. Nowadays, Google’s algorithms prioritize websites with video content, giving you a prime chance to rise in search rankings. However, ensure your videos are well-optimized; include relevant keywords in the title, meta description, and transcripts.

website with online video content

Finally, make your content mobile-friendly. The majority of social media users access platforms on their smartphones. Hence, optimizing your video for mobile can dramatically increase your reach.

In this ever-evolving digital landscape, video should be at the forefront of your content marketing strategy. By assimilating these tips into your strategy, you’re well on your way toward keeping up with online video trends. It’s not your audience who’s waiting – it’s the competition.

Conclusion: Embrace the Future of Content Marketing with Online Video

We’ve seen how online video is taking the reins in the content marketing arena. It’s not just a fleeting trend; it’s the future. Platforms like Facebook, Instagram, and Twitter are all aboard the video train, and it’s time we jumped on too.

The SEO perks and mobile accessibility of video content make it a powerful tool. It’s not just about creating videos; it’s about creating content that resonates with your audience. It’s about optimizing your videos for SEO and ensuring they’re mobile-friendly.

So, let’s not hold back. It’s time to dive into the world of online video and make it an integral part of our content marketing strategy. Let’s ride the wave of this trend and see where it takes us. The future of content marketing is here, and it’s spelled V-I-D-E-O.