The holidays have come to an end and 2017 is off to a running start! If you haven’t already, now is the time to focus on your digital marketing efforts for the year, and decide where you are planning to spend the majority of your time and budget to meet your goals. There are many tactics and channels you could invest in, and unfortunately there isn't a one size fits all. We've already discussed the importance of content marketing, but there is one more thing every digital marketing strategy should include in 2017 and that is video.

Video is not the new kid on the block, but it definitely is making strides. In fact, “96% of B2B organizations use video in some capacity in their marketing campaigns, of which 73% report positive results to their ROI.”

96% of B2B organization use video in some capacity.

That is a pretty impressive statistic and according to a recent survey in The State of Video Marketing 2016, “91% of businesses say they plan to increase or maintain their spending on video in 2016.” Consumers used to read stuff all day. Think about the last time you went on Facebook. Were you spending the majority of time reading people’s posts, or watching media that people have posted?

Now you might not be convinced just yet that video is right for you. If so, keep reading. Maybe you’re already seeing the benefit but are thinking, I’ve already allocated my digital marketing budget and video isn’t included! Don’t fret. ln fact, you don’t necessarily have to spend a ton of money, or even any, to be successful with video. Let’s take a look at why video marketing is on the rise and why experts don’t expect it to slow down anytime soon.

Making a Video is Fairly Simple.

While it does require some strategic planning and creative thinking, making a video is not rocket science. Anyone can grab a camera and spread a message to their audience. Your first video can simply be a welcome message, or an introduction to your company and employees. There are plenty of great mobile apps available to help you make awesome videos, there really is no excuse.

You Don’t Need a Big Budget.

You don’t need to buy an expensive video camera or hire a professional to create a video that engages with your audience. You can use a smartphone or tablet to create a simple video and upload it on an online video platform for free. In fact, you can even skip the voice overs and sound since according to Digiday, “almost 9-in-10 Facebook videos are consumed without sound, a signal that brands should consider producing video content that can still be engaging, even in silence.” Bonus tip: A Facebook study found that “if you aren’t going to use sound, adding captions to your video can increase watch time by 12%, on average.”

You don't need a big budget to create a video, or any for that matter.

Another alternative would be to try using Facebook Live, which is a free, easy-to-use application, that allows you to create live videos from wherever you are. Everyone and their Grandma are on Facebook so it’s a great way to target and engage with your audience. Try hosting a webinar, a Q&A session or a how to video. Always be sure that you are incorporating CTA’s (call to actions) in your video and messaging.

A Resource For Your Audience.

A video can also be as simple as walking your viewers through your website, or showing them how to use your product or service. It doesn’t have to be long or complex. The same survey referenced above states that, “A staggering 98% of users say they've watched an explainer video to learn more about a product or service.” This is a perfect opportunity to engage with your audience and showcase your product/services.

PutS a Face to the NAME.

Video content can help customers associate a face and personality with your company, which can help them to remember your brand. Videos are easy to share and if your content is interesting, there is a greater chance it could even go viral. According to the survey above, “76% of users say they would share a branded video with their friends if it was entertaining.”

 

It's Entertaining and Engaging.

With content marketing taking over the Internet, sometimes it’s refreshing to sit back and watch a video that simply makes you laugh, or to look at the world in a different way. Even creating an instructional video can be entertaining, if done right. Today’s Internet users love watching video. According to Insivia,“One-third of all online activity is spent watching video.”

If you aren’t sure where to start, I have compiled a short list of online video tools to assist you in creating a video, editing a video or simply, for inspiration.

Ready, Set, Action!

Whether you were planning to focus on video marketing in 2017 or not, there’s still time to squeeze it in. One of the best things about video marketing is that it doesn’t have to be time consuming. Once you’ve created a video, you should continue to recycle it on different channels and within different types of content. Creating a short and entertaining video can have multiple payoffs, such as increasing conversion rates and improving user engagement.

So what are you waiting for? Happy filming!

Vince Paratore
By Vince Paratore

Creative Director at CommonPlaces.

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