How video content is revolutionising the world of digital marketing

Online video reigns supreme as the internet’s leading source of entertainment and a vital resource for content marketing and interactive publishing.

‘King of content’ YouTube now has well over a billion users, with the number of hours of video watched each month rising 50% year on year. So what can this mean for a business that wants to get the digital edge on their competition?

Online video has been a long-growing trend, eloquently predicted by a variety of data analysis specialists, including the B2B Demand Generation Benchmark Survey 2014. Today it’s unsurprising that a high percentage of readers preferred video over white papers, surveys and even live demos – something everyone should consider factoring into their content marketing strategies.

On the move

Mobile technology demands that video on-the-go is a necessity. The small displays of smartphones and tablets have many readers squinting at their screens, trying to cut their way through swathes of text, whereas the same devices will provide an optimised view for video content to ensure consumers can enjoy high quality viewing.

According to research conducted by Unruly Media, click through rates for smartphones and tablets tripled between 2012 and 2013, and by 2017 they’re predicting that two thirds of the world’s mobile data traffic will be video.

Video offers your readers an extra dimension through which they can explore and engage with your content. Text can often lack personality (especially when thrown around in meeting rooms for hours on end), video does. It can be emotionally provocative and incredibly easy to share. A well-made video offers marketers an ‘ace in the hole’ for reaching out and making a genuine connection with readers, with the ability to ignite and amplify conversations at speed and scale.

So how can you and your business get the most out of this boom? After all, video killed the radio star, and if you don’t keep up, your publication could suffer the same fate. It’s never too late to make changes to your publications and content offerings, or even start from scratch! Whatever you choose to do, make sure you don’t ignore the undeniable impact video content could have on the success of your publication.

Lights, camera, ACTION!

As the age-old adage goes, a picture is worth a thousand words, and with video you can say even more – and it doesn’t have to leave your budget crying out for mercy. Some of the most successful and viral videos have been short and snappy. You can spend millions on Michael Bay ‘ camera porn’, but what it really comes down to is not how much money you throw at it, but rather how much thought you put into it.

Take this recent advert by BMW shown at the 2015 Superbowl, a promotion for their I3 electric car. Instantly relatable for those who remember the advent of the internet, but also instantly hilarious for viewers young enough to have never lived without it. A simple concept, executed perfectly.


So what are you waiting for? Harness the power of video today and give your content that digital edge.


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