Thinking about a video content strategy is essential for those seeking good results in digital and in this article we'll tell you why.
We are living in an increasingly hyper-connected and fast-paced world, where people are used to receiving information in video format from all sides.
Whether through endless web lives, 360° videos, augmented reality games, among others, videos are the format that dominates this era.
When we think about digital marketing strategies, we should always remember that it covers the entire sales funnel of a company.
From the initial moment of attraction, navigating through the core conversion stages and getting to the point of looking at sales at the end of the process.
Video content strategy ranges from appropriating shorter videos (like TikTok content) to more refined, longer productions (like some YouTube videos).
So, if you've made it this far and still have questions about the importance of producing a video content marketing strategy and still don't have enough tools to justify that production, know that you've come to the right place.
Many people go through this same problem when it comes to creating relevant content. And it was with that in mind that we produced this material for you!
What will you find out in this post?
- How people are spending their time online;
- How businesses and consumers are engaging with video content;
- Not all brands have mastered the video creation process and why they should start as soon as possible.
Brands and content creators in general should think about their content strategy looking beyond the production of written or imagery content, as this is a strategy that no longer garners true interest from the audience.
The US video market, for example, is a $130 million industry.
Because of this, those who chose to ignore the growing relevance of video production early on are falling behind in the race for audience attention.
And trust me: if you're not using a video content strategy, your competitor is. But rest assured! Through this text, we will present 3 reasons why you should start producing videos for your brand as soon as possible.
1. Videos are the primary way people are spending their time online
A good content strategy should embrace diverse formats and, most importantly, different channels.
It is important to always make it a priority to get the attention of your audience. Nowadays, a large part of consumers are easily found in the main social networks on the internet. So, let's get to the data:
According to Aninomoto, 58% of consumers visit a brand's social media pages before visiting its website. And in the social media universe, users spend more time in the feed when it comes to video content.
For example, in a survey done by Search Engine Journal, Youtube is the second most popular search tool in the world today.
The network, which has a unique content strategy for video production, has over 1.5 billion logged in users every month, delivering over 1 billion hours of video daily.
As much as some people believe Facebook is dead, the average engagement of a video on the social network is 44% higher than on other social networks. With over 1.25 billion people logging into FB Watch every month, Facebook Lives viewership has grown 50% in the last year according to Hootsuite.
The survey also points out that Instagram has an average time of 30 minutes per person on the app each day, with more than 1 billion people using the app every month. Not to mention that videos from IGTV appear 4x larger than photos in the Explore section.
Tiktok, on the other hand, remains virtually untapped by professionals in the field. According to a Wyzowl study done last year (2020), about 1 in 10 professionals use the app to produce content. And looking at those who have used it, 66% report receiving a positive result.
In contrast, more than 20% of marketers plan to use the Chinese social network as an advertising channel in 2021.
Now that you know which channels to start your video content strategy, other questions may pop into your head.
Is video marketing really growing? Are companies treating video marketing as a priority? Do consumers enjoy interacting with this type of content?
Read on to find out!
2. Businesses and consumers are engaging with video content
There are some statistics to back this statement up. They point to a clearer direction regarding the general trends in content marketing and, most importantly, where the industry is moving.
Are companies strategizing on video?
Postclick says more than half (60%) of marketers plan to spend more on video content strategies in 2021. Animoto, meanwhile, says that nearly 70% of companies say they're creating more video now compared to the same time last year.
So, the answer to the question above is positive. For 2021, companies are already thinking and outlining strategies focused on video content production.
We understand that companies and marketers have science and understanding about the importance of this way of producing content, but what about audience?
Do people like to watch videos online?
According to Social Media Week, the answer is yes. The survey shows that 78% of people report watching online videos every week, with 55% of people watching daily. For Wyzowl, the results are similar, showing that 69% of people prefer to learn about a new product or service by watching a short video.
When it comes to brands, 85% of people would like to see more videos produced by them in 2021.
So, if the audience is engaged with the videos produced and companies are clear about the importance of this type of content, why isn't everyone creating a video content strategy yet? Read on to find out the answer!
3. Not all brands have mastered video content strategy, but they should
At the moment, you may be wondering why few brands are creating video content that is actually relevant, given the strength of the statistics presented earlier.
Unfortunately, some brands are still missing out on the opportunity to use a content strategy that is geared towards video production.
The good news is that the answer is closer than you think! And it is directly linked to the routine of marketers. Here's some data to help you understand why you need to include video production in your content production routine.
In Wyzowl's survey, 16% of marketers who don't currently use video say it's because of lack of time, 17% claim it's too expensive, and another 17% of marketers say it's because they don't know where to start.
It's becoming increasingly clear that thinking about a video content strategy has become a responsibility for brands that want to stand out.
A recent study by Insivia points out that the volume of video consumption increases 100% every year. Therefore, continuing to ignore the relevance of this format is a competitive disadvantage for any brand.
After understanding the reasons that prove we are living in the age of video, the time for you to get your hands dirty and start creating a content strategy in this format for your brand is now!
We know that video content stands out much more in the feed of the world's most used social networks, especially when we embrace different formats in the most varied communication channels.
Companies around the world are already looking at this universe with good eyes in 2021. They are already changing their budgets, using data as a source of insights, and turning (almost entirely) their content marketing strategy to video production.
The audience has been showing, year after year, that video content represents a much more pleasant way for the user to absorb information in a world as hyperconnected as the one we live in.
And finally, companies today have some bottlenecks in the day-to-day operations of marketers that make it impossible to fully implement a well-defined video strategy.
However, we can see that the scenario is changing and that video content production is already starting to be a concern for brands and companies that want to truly win the attention of their audience with relevant content.
So, let's start producing ;)