Marketing has evolved over the years with the advancing technology. Today, to be hired in a marketing department one has to have technical skills. One of these technical skills is video production and editing. This has been driven by the growing force of online video marketing. This trend emerged in 2016 on most social networks as brands found it easier to communicate with audiences. Today, 93% of marketers in the world use video to communicate, market online, and make sales.
Videos are a critical fragment of marketing policy because they can get a message across, create an emotion and tell a story that is captured easily and able to stay longer in the memory. Videos get the attention of audiences faster than any other tool of marketing and this makes video the best mode of marketing. Most videos help in the growth of an audience before remarketing. This greatly benefits a company or organization build awareness and generate leads.
Statistics show that the time spent on viewing videos rose by 39% from 2015 to 2016. The percentage of video consumers who watch video content thoroughly is 55%. It is projected that by 2020, close to a million minutes of video content will be live each second. This will comprise 82% of all consumer traffic in the world. This growing reputation for video marketing is expected to outdo the conventional marketing techniques such as email newsletters, blogs, and in-person event. It is further projected that mobiles devices will account for 64% of all online video consumption across the globe.
A survey from Content Marketing Institute, MarketingProfs, WTWH Media and ADMA revealed that 64% of Australian marketers used pre-produced videos and 13% used videos sourced from live streaming media as a content marketing technique. The use of pre-produced videos was ranked the fourth in the list of most critical content marketing approach to overall success in 2017. This trend of watching videos has led to 83% of consumers interacting with brands on social media in Australia. 48% of those who interacted with brands on social media platforms actually purchased the products after watching the videos. Almost half of the consumers in the world search for videos that are related to products or services before going to make the actual purchase. In every 5 consumers, 4 of them hold the belief that demo videos are useful and prefer watching a video than reading about a product. In fact, 68% of YouTube users make a purchase decision after watching videos. It is evident video marketing converts to a sale and using video marketing can rise conversion by 80%.
In 2017, marketers should know master scripting, video editing and shoot for various social platforms. Video production is easy but the task of designing it for the intended audience is what is critical because it has to be compelling and polished. Videos on social media are more effective than on any other platform because viewers spend more time with live videos and their likelihood to show up and participate in the conversation is high. Since videos dominate online activities of audiences, Content videos can be posted on social channels such as Instagram, LinkedIn, Facebook, Twitter, and YouTube.
Marketers should respond to audience’s short attention spans by making videos more visual and interactive. This can range from Facebook live to 360-degree videos. Statistics reveal that 78% of viewers watch them online every week and 55% of them watch videos online daily. Other than social media, video marketing can be incorporated into websites to engage audiences. With these projections, it is evident marketers need to embrace the change in marketing. It is, therefore, a challenge posed for marketers to move with the flow and embrace the change.