video marketingWhen it comes to being on the cutting edge of marketing, video is where it’s at. The use of video content in marketing and public relations is becoming increasingly popular with businesses as they realize the power it holds in reaching their audiences. Video has the ability to tell stories that quickly engage customers and can help build brand loyalty.

Consumers want and demand video. 55% of all internet users watch videos daily, while 78% watch videos weekly. According to the Visual Teaching Alliance, visuals are processed 60,000 times faster in the brain than text, so people often prefer video over text for its efficiency.

Most importantly in today’s media environment, people are much more likely to share video content on their social networks, giving brands and businesses a larger reach. According to BrightCove, social videos generate 1200% more shares than text and images combined!

With so many different platforms in the digital space, it’s easy to see why companies utilize video to increase exposure. For example, YouTube receives more than one billion unique visitors every month while Vimeo attracts a monthly audience of over a hundred and thirty million visitors. These platforms allow for content to easily be posted where millions of people can see it instantly. In contrast, pitching an article for publication can take a lengthy amount of time for the review process.

Adding an extra layer to the success of video content is the role of mobile technology. More viewers are turning to their mobile devices to watch content than ever before. Online video now accounts for 50% of all mobile traffic. This has been evident with the evolution of smartphones’ larger screens to make viewing content easier.

While it’s easy to see why video content is becoming the preferred choice for getting a message out to key audiences, it’s just as important to utilize video content strategically, as you would any other content. Ask yourself: Is this content geared towards my intended audience? For how long will it be relevant? Does it express a distinct and compelling point of view?

But video also adds more questions than text: Does it look good? Is it well lit? Can you hear the speaker clearly? Is the background attractive? While cell phones and today’s video cameras have made it easier than ever to create video, it still demands a good knowledge of the medium’s unique demands.

With some thoughtful planning and investment in developing some basic skills, you can add video to your marketing repertoire and reap the rewards.

– Shannon Thornton

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