Video is one of the most powerful mediums we have to connect with others. The transparency and emotional connection that can be created using video can help you better communicate your message with your audience. Today, it is easier and more cost-effective than ever to create high-quality videos. On top of that, there are multiple free platforms and channels to distribute your content to millions for little or no cost at all. While internet video distribution has been around for a few years, online video has yet to reach its full potential.
Good marketing is all about creating a story that connects with your audience’s worldview. Today we have a number of ways to share our message online. Blogs, social media sites, niche communities, and, yes, video. What makes video so powerful is the ability to put a face behind the content. Now, this is not to say that other forms of content aren’t powerful. They all have their advantages. But video is a much more personal and vulnerable way to connect with your audience.
I use video to help educate my community on current trends in the marketing world as well as share some of my processes as a marketer. I have a background in video, so the format comes pretty easily to me. Today, thanks to awesome platforms like YouTube, Facebook, Instagram, Wistia, and more, and advancements in phone cameras, nearly anyone can create, edit and publish video content.
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The King of Video: YouTube
YouTube has been around since 2005 and is currently the king of internet video. While there are some “new kids on the block,” YouTube still has a huge market share and can boast the title of the second-largest search engine in the world. What’s even more impressive is that more and more of the public are consuming content on this platform. Check out this crazy statistic.
In the US, YouTube reaches more 18-49 year-olds than ANY broadcast or cable TV network, and YouTube does that on mobile alone. (Click to Tweet)
YouTube has crushed traditional TV, and yet many people still act like it’s just a fun social network! This online medium is a powerful way for businesses, artists, thought leaders, entrepreneurs, and the like to reach a targeted audience with personalized content created just for them.
Many companies and brands have benefited from using YouTube to connect with their communities. When asked, 6 out of 10 YouTube subscribers say their view of a brand or company has been influenced by a creator. (Source: 29 Big Video Marketing Statistics for Media Brands ) YouTube counts more than a billion users and has seen its average viewing session rise to 40 minutes, which is 50% more than in 2014. That’s pretty impressive. If you are looking for a way to connect with a large audience of content-hungry individuals, Youtube needs to be part of your strategy.
Social Goes Video
Social networks have seen the success of video on YouTube and made a smart move to integrate the medium into their platforms. While some platforms are strictly video, others give you the option of image or video, such as Snapchat, Twitter, Instagram, and Facebook. Utilizing video on their platforms, social media networks have been able to help their users connect in new ways as well as give businesses a powerful new way to engage.
One of the biggest innovations in video has been live video streams via social channels. Meerkat and Periscope took the lead in 2015 by adding live video to Twitter, but it wasn’t until 2016 that the medium really took off. The reason Facebook Live. Facebook Live has literally shifted the way people use and engage with their community on the platform. Facebook now generates 8 billion video views on average per day. (Source) While live video may not be your cup of tea, you can also upload native video content onto Facebook and still make a big impact.
What to Expect in the Years to Come
Video will continue to grow, change and adapt. As more people get comfortable in front of the camera, we can expect video to increase in its use and effectiveness. If you run a business and want to effectively reach your audience in a more personalized way, video is a must-use tool. While the numbers make it seem like video marketing has “crossed the chasm,” I’m a firm believer that we are just getting started.
For 2017, I think live video will become more and more prevalent. I also think that more of the big companies will get involved, and many already have. If you want to make an impact and gain a dedicated following before your competition, now is the time to start using video. It has been predicted that video will account for 69% of all internet traffic by 2017. So get your team together, set some goals, and dive head first into video marketing!