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Video Accounts for 79% of Internet Real Estate: How to Use it to Your Advantage

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Britt Riley

14 May, 2020

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If you’ve even dipped your toes into digital marketing, you’ve probably heard all about how “Content is King” – and it’s true! Content’s the lifeblood pumping through nearly all marketing campaigns online. And while the first thought “content marketing” conjures up for most people is blogging – the real star of the show is video content.

Video content marketing is based on the same Inbound Marketing principles of blogs – but the engagement with video is far superior. And that’s not surprising, considering video is projected to hit an all-time high of nearly 80% of online traffic in 2020! 

With so many people clearly interested in consuming video content, you should absolutely be taking advantage of it in your marketing strategy if you have the resources (more on this later). 

Let’s talk about why video marketing matters and how to determine if it’s the right move to level up your marketing strategy.

Understanding the consumption of video 

You’re probably familiar with Cisco, even if you don’t realize it. They handle a lot of behind-the-scenes work of small and medium businesses – like networking, security, system infrastructure, workplace collaborations, webinar production, IoT, and data management just to name a few (and trust us – there’s more).

It’s safe to say they’re a major player and know what they are talking about when it comes to industry trends. So, when they perform an industry-wide study, like their annual Internet reports – you listen. In a forecast from 2015 to 2020, Cisco projected video would account for 79% of Internet traffic by 2020 – an increase of 16% from start to finish.

Their current report continues to not only back up their previous claims – but shows an increased desire for video consumption globally. And it’s telling us that video demand will still be increasing up through 2030 at least (especially with increasing broadband speeds and 5g on the horizon – making video streaming more efficient than ever).

We know that’s a lot of information to throw at you. And we know most people’s idea of a good time isn’t sifting through pages of technical jargon and studies – so here’s are the takeaways from these reports most relevant to marketers:

  • Three trillion Internet video minutes (or five million years of video) per month by 2020
  • 66% of business Internet traffic is video (up nearly 25% from 2015)
  • 82% of consumer Internet traffic is video (up nearly 15% from 2015)

The general consensus being, video (especially HD) is and will continue to climb across the board for the foreseeable future.

But what does that all mean for you and the future of your marketing strategy? Well, we know that video consumption is rising, and people actually crave it. The question isn’t whether or not video marketing works (spoiler alert: it does!) – it’s whether it’s the right choice for your brand.

The short answer is yes – but with some caveats.

How videos add value to your marketing strategy

Are you interested in increasing:

  • Brand awareness
  • Lead generation
  • Sales
  • Engagement

If the answer is “Yes”, then you should already be contemplating how to work video into your marketing strategy as it can improve all of those metrics in a big way.

  • Social media posts with videos have 48% more views
  • Social video gets more shares than written and image content combined
  • Videos generate 300% more traffic to nurture leads
  • Videos on your landing page can boost conversions up to 80%
  • Almost half of all Internet users actively look for videos related to a product or service before visiting a store

There are literally too many benefits of video marketing to list here and still give you the information you need. THAT’S how big a role video can play in your marketing strategy.

When is it appropriate to use video marketing?

By now it should be crystal clear just how valuable a video marketing strategy is. But how and when do you implement it? 

The good news is, video is beneficial at any stage of the customer buyer journey, so you have lots of opportunities to incorporate it. You can use videos on your company website to introduce yourself (remember, people prefer people to brands), tell your story on your “About” page, detail and describe your products or services, and even enhance your testimonials.

Just about anywhere you could use copy or written content, you can use video. Get creative!  

Is video marketing right for your brand?

There are a few things you should keep in mind when determining if video marketing is the right choice right now for your brand. You should consider the types of video you want to make, the platforms you and your customers use, and the time and cost commitment they take to produce.

Meet your users where they’re at

Even though video generally leads to better engagement across the board, that has a lot to do with your audience…and not all audiences are created equally. 

You’ll need to determine if yours is going to be receptive to video, and if so – which specific video and platform types make sense for your customers and marketing strategy.

For instance, Instagram Stories are beyond popular right now, with no indication of slowing down. There’s also the opportunity to use video in regular Instagram posts (and they get much more engagement than just images). If your audience isn’t on Instagram though, that’s not really helpful to you.

And before you go making an Instagram account just so you can utilize video marketing – hold that thought. Your business doesn’t need to be on every social media platform just because it exists. Grandma probably isn’t checking Instagram. So if your service is in-home senior care and your plan is to use video testimonials, you’re on the right track. But they’ll need to be on a platform seniors actually use – and that might not be social media at all!

Video marketing for Facebook

Facebook is great for using video because you can integrate them right into people’s feeds. And because they auto-play and there’s an option for captions, your videos can start engaging your audience as soon as they scroll past them.

 Ways to market with video on Facebook: 

  • Use a featured video instead of a cover photo
  • Share behind-the-scenes footage
  • Use video to boost ad engagement
  • Go live for fun, brand engagement

Video marketing for Instagram

Like Facebook, Instagram has plenty of opportunities to integrate video into your marketing strategy. They’re great for normal posts and stories, and there’s plenty of creative ways you can use them regularly for your content. 

  • Over 30% of Instagram content comes from stories
  • 25% of Instagram ads are video

Ways to market with video on Instagram: 

  • Highlight your product
  • Make how-to or DIY videos
  • Create a “mini” commercial
  • Share “secret” offers to reward your story followers
  • Go live and engage with your audience

Video marketing for YouTube

YouTube is THE video platform. All of the ads and content hosted there are already video and will always be video. In that way, using it is more of a level playing field and less an advantage. But there’s still plenty of value to be had on the platform. Our favorite part? It’s so much easier for people to find your content organically – even if they aren’t already following you.

Ways to market with video on YouTube 

  • Provide educational, actionable, or how-to content
  • Use SEO to optimize videos like you would a blog post for organic traffic
  • Demonstrate your product or service (i.e. A recipe using your unique ingredients, a tutorial using your brand’s cosmetics, what good boys your trained dogs are)
  • Testimonials and case studies
  • Event videos (footage of an event you’re at or hosting)

Understanding the resources needed to make video a success

You should also note that different types of video are appropriate for different platforms and content types. Instagram, for example, is mobile-first – so your videos need to be optimized for it and filmed vertically (as opposed to traditional horizontal or widescreen).

The kind of content you’re making determines what type of production goes into it, as well. If you’re doing a quick, fun, behind-the-scenes video; you can probably get away with grabbing your phone and shooting around the office or while on-the-go.

On the other hand, an education or informative based video requires more professionalism. In that case you might need a studio space or set, appropriate lighting, microphones, a tripod, and a handful of other production requirements and equipment for a polished looking video people expect from a brand. 

Obviously sets and equipment can be costly. On top of that, consider if you’ll have to hire staff, too – like producers, camera people, editors, sound and lighting engineers, writers, on-screen talent, and anyone else with professional video production skills.

Check out this guide from HubSpot that deep-dives into all the details of everything you need to create stellar marketing videos. 

Planning the right goals and metrics

As is the case with any marketing plan, you need to establish clear goals. They’ll both define how video will work toward your overall strategy and help you identify whether or not your marketing efforts are working.

In order to know which videos are performing as they should and determine your ROI, you’ll need to keep track of video metrics, too. Some are more important than others, and it’s crucial to know which ones you should actually be paying attention to. 

Views

Let’s start with the most obvious. Brands are always concerned with their posts’ number of views. It’s true that measuring the first few seconds of your video views can help you determine whether your hook is good (and if not, it might be time to rework the script). Otherwise, views are little more than a vanity metric. It’s fun to look at and see what the numbers are, but they really don’t do anything for or affect your bottom line. This isn’t a good metric to base any strategy around. 

Watch time 

Instead of views, you should actually be measuring watch time (this is also the metric that YouTube prefers instead of views). Rather than counting how many people may have started viewing your video, you want to measure how much of your video is being watched. 

It’s easy enough to get people to click on your video, but it’s harder to get them to stay. The longer your audience watches your videos, the more your message is resonating with them. 

Click-through rate

If you’re using CTAs in your video, you definitely want to measure if, when, and where they’re being clicked. A lower number could mean changing up where you placed your CTA, or it could indicate that the video content isn’t engaging enough for viewers to stick around.

Engagement

By itself, engagement on your videos won’t do anything to directly drive your sales, but it can help with brand awareness. That’s especially true on a platform like Facebook where engagement is directly correlated to reach. That means the more reactions, comments, and shares on your video, the more people will see it.

Demographics

Learning who is watching your videos and where they’re watching them can tell you information about your demographic you might not know. Twenty-five-year-old males in Chicago are your top audience? Who knew!? But now that you do know, you can begin actively targeting them in your future campaigns! 

Conversion rate

If you’re using videos on your website to drive sales, do some testing with and without video. Ideally, they should be contributing to more sales. What if your sales go down with video? Either the video itself isn’t engaging enough, or your copy isn’t persuasive enough.

Companies doing video marketing well

You’ll need all of this information when determining if video marketing is right for your brand (and to figure out how to do it). But the truth is, for something like proper video marketing, you really need to see good examples of companies doing it right. To help,, we gathered up some awesome brands that are nailing their video marketing strategies and some takeaways you can learn from them.

MailChimp

Since you’re reading here on Ampjar, there’s a good chance you’re familiar with the email marketing tool MailChimp. But did you know they recently invested big time in their video marketing strategy? It’s got a huge production team behind it – partnering with Netflix and WWE, among others – to create what they’re calling a “Business entertainment platform” aimed at small business owners.

What we can learn

We love their approach to non-branded, entertaining marketing. It’ll be a fresh change of pace for consumers used to getting smacked in the face with ads. But the type of content, even though it’s entertainment based, is still relevant to MailChimp’s demographic. They’re still providing tons of value and we think it’ll really pay-off. 

Ahrefs

Ahrefs is an SEO tool that helps companies research and track how their websites are doing organically. They don’t just share videos on social – they have an entire YouTube channel full of actionable content for their audience.

What we can learn

Ahrefs live and breathe SEO, so you know their YouTube channel and videos are optimized!. Not only does that help them get new organic views, but it forces them to put their money where their mouth is and prove they know what they’re doing by getting their videos seen. Their videos are also full of links and even have timestamps so viewers have no problem getting value right away.

Rogue Fitness

Rogue Fitness is another unexpected brand making waves with video marketing. They’re a national company specializing in fitness and workout equipment for both gym and home use. Their videos focus heavily on brand awareness and showing what their equipment can do.

What we can learn

Their YouTube channel is full of videos and almost none of them are directly trying to sell you anything – or even talk about themselves for that matter! Instead, they focus on the culture of their consumers and building an audience around that. 

They’re letting fans know that they understand their pain points, and presenting them with inspirational content. But the best part is that they still market for themselves by showing their own equipment in-use in the videos!

Should You Incorporate Video Into Your Marketing Strategy? 

If you’re interested in experimenting with video as part of your marketing strategy – the good news is that it’s a good fit for almost any brand regardless of industry. What you should be more focused on initially are the logistics. 

If your focus is just on engagement and brand awareness, you may be able to get away with fun, casual mobile-shot videos with low production value. This is especially true if your general tone is casual or young. 

If you’re selling a high-ticket offer or like to keep a more “traditional” tone, though, your videos should follow suit. And that means a lot more behind-the-scenes work (and a matching budget) to pull off. This is a do-it-well or not-at-all situation – you don’t want to skimp here. If it’s not feasible to do it right, leave it out for now and plan ahead for next year’s budget! 

Do you have a creative way you’re using video as part of your marketing strategy that we didn’t mention? Share it with us!

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