By Stewart Gandolf
Chief Executive Officer
It’s a challenge to follow the trends attached to the future of the Internet and video marketing. Depending on your choice of stats, better than 80 percent of all web traffic is expected to be video by the end of the decade. That’s just a couple years down the road. One particularly fast moving—and nearly explosive—set of numbers predicts how video marketing is already big, growing and in demand.
YouTube, the second largest search engine, is owned by Google, the (number one) largest search engine. Our video appetite is strong—YouTube uploads 100 video hours every month and processes over three billion searches each month. What’s more, YouTube says that mobile video doubles each year. It’s no surprise that Google/YouTube dominates online search and the online video world.
Video is a powerful and effective communications tool. Plus, “43 percent of people want to see more video content from marketers,” HubSpot reports, and marketing professionals worldwide “name video as the type of content with the best Return-on-Investment.”
Making video a marketing plan power player…
Video marketing and video content of all sorts is a versatile tool that, studies demonstrate, can communicate quickly and effectively, and they boost response and ROI. Better than half of new videos—most popularly shared via websites and social media—are less than two minutes in length.
According to a vidyard study, the most common types of videos are:
- Product Demonstrations
- Instructional or How-Tos
- Testimonials and Case Studies
Other content tactics and ideas for video commonly include
- Event or activity videos
- Facility or Company culture
- Interview or news reporting
- Quick tips or popular hacks
- Reviews, critique or commentary
- Special presentations or talks
- Thought-leader Presentations
- Vlog (video blog) format
- Workshop or activity
- Embed with email or eNewsletters
And now for something totally different…
Have you considered a unique and attention-getting departure from the usual video fare? What is it about your practice, facility or business that would lend itself to a video that:
- Connects with a celebrity or famous individual
- Gives action to products by way of animation
- Interestingly presents a parody or takeoff of a current event
- Provides an “insider only” view that’s normally “behind the scenes”
- Reveals an immersive perspective via a 360-degree perspective
- Supports a local cause, charitable event or public service idea
- Uses slow motion or time-lapse photography to tell a story
Videos that add dimension and interest to marketing emails boost click-through rates by 200 percent or more. Videos in landing pages measure an increased conversion rate of 80 percent. And, according to data from Forbes and other sources, 90 percent of customers say that product videos were part of their purchase decision process.
Video marketing isn’t a slice of the future. It’s an important, and highly effective element of the here-and-now marketing plans.