Video isn’t just an important part of the online experience—it’s essential. According to a report by Cisco, video will account for 80 percent of global internet traffic by 2019. The effectiveness of video is undeniable—51.9 percent of marketing professionals worldwide name video as the type of content with the best ROI (Invodo). And social video, video seen and shared on social networks, has gone from being an added bonus to an expectation from consumers.
Video isn’t synonymous with just YouTube anymore. Social media platforms originally dedicated to photos and text, such as Facebook, Instagram and Twitter, are all finding new ways to meet the increased consumer demand for video, while other social media platforms, such as Snapchat, Vine and Periscope, have reinvented how video is consumed and changed the ways in which video is produced. Recently, Facebook took it one step further by beating Google to the punch and allowing users to stream video live. This is just one sign of what is to come as the worlds of video and social media continue to collide.
The ease of producing and distributing video using these channels, coupled with the improvements and availability of technology, such as cell phones, drones and GoPros, have enabled virtually everyone to participate in video production, leading to mass amounts of clutter. How do you break through the clutter? Quality.
The video clutter that inundates the internet, and now our social media feeds, makes it increasingly important to produce quality video content that is a cut above what the average consumers can produce themselves. Unique, relatable and shareable stories paired with quality production cut through the clutter and make your videos stand out, increasing your views and the likelihood that your videos will be shared.
The opportunities are endless when you add social video to your marketing mix. With the right strategy, you have the unique ability to effectively communicate and engage with the masses through a platform with which they are now very comfortable. As marketing professionals, we also have the ability to elevate that production value even further and ensure your brand’s message will be heard amongst the video clutter.