• Steven Daniel

If You’re Not Using Video Marketing, You’re Leaving Money on the Table

80% percentage of global internet traffic in 2019 will be video. (Cisco)

In just the past few years, the Web has fundamentally changed. What used to be primarily a text- and image-driven medium has become all about video. In fact, according to tech giant Cisco, 80 percent of global Internet traffic in 2019 will be video. Of course, that includes a lot of people bingeing on their favorite Netflix shows – but it also includes YouTube video content, as well as video content found on both websites and social media sites. So if you’re not using video marketing, you’re leaving money on the table.

To understand why this is the case, you first have to understand that YouTube is really a search engine as much as it is a video content site. People conduct more than 3 billion searches each month on YouTube, which automatically makes it the second-largest search engine, trailing only Google. More people search for video content on YouTube than using all the other search engines (such as Bing or Yahoo) combined. So if your business has a Google SEO strategy, then it also needs to have a YouTube strategy. If it doesn’t, you’re losing out on a lot of potential traffic.

You also have to understand that the major social media platforms – especially Facebook and Instagram – have become video-centric platforms. In part, this is due to user engagement levels with video. People are more likely to share, like or comment on video content than any other type of content (including photos or images). So it’s perhaps no surprise that social media news feed algorithms have been optimized to promote video. At first, short-form video was the key to winning Facebook. Then, it was longer-form, professionally edited content. Now, it’s all about live streaming and live video content.

The good news is that brands are starting to get the message about video. According to the latest Buffer “State of Social” report for 2019, 36.7 percent of brands are posting video content on a monthly basis. And, even more impressively, 12.9 percent of brands are posting video content on a daily basis. They are realizing that people really connect with video content.

As more brands jump on the video bandwagon, the types of content that we are seeing is also expanding. There is a type of video content for just about every type of business goal. For example, if the major goal is to attract potential new customers, then tutorials and “how it works” explainer videos are very effective – people are already searching for this video content anyway, so you are giving them exactly what they want. Or, if for example, your business goal is to boost overall brand awareness, then you might want to experiment with funny, humorous and “viral” videos that can be easily shared on social media.

Just about any business can benefit from adding video content to its website and social media platforms. When you start to look at how potential customers in a certain demographic are interacting with video content, that’s when you can create a bespoke, high-impact video marketing campaign that helps you to grow your business and boost your bottom line.