Video consumption is doubling year after year. Every major social network except maybe LinkedIn (they have the capability but not much traction) has made a major push into displaying video content. According to an article I read about a recent study by YouTube, 37% of Millennials are binge watching daily and comScore, who conducted the study for YouTube, went on to say that video is also more likely to meet consumers’ desires to immerse themselves deeply in their passions. What does this mean for you? There is a great opportunity to market your product and brand with video.
Over the last few months I’ve been hearing about this new style of to do list called Bullet Journaling. I collect productivity tips, techniques and methods like baseball cards and this one intrigued me. The problem was that the articles that I have read were more about how this person or that person was using it. I would see these images of these notebooks and read the articles but it didn’t really make sense. That was until I watched a four-minute video that was linked from an article.
The video wasn’t anything special however it was well done and explained how the technique worked. I could see myself using this I thought to myself. As I got up to speed and read their website, I would keep referring back to the video. I must had watched the video five times while setting up my notebook. I probably would have passed on this technique had I not watched the video.
Like the Bullet Journaling example, if you have a product that has a particular use or is new to the market, a video explanation is a no brainer but what if your product is common in the marketplace? There is still opportunity. I would start with thinking about the solution are you providing.
I’m sure there are many customers that have benefited from your product or service. Why not start with them? Ask them if they could do a video testimonial. Bring them in and shoot the video yourself or heck, they can do it themselves on their own phone. Keep it to about two minutes and post it on your website AND on your YouTube Channel. If you don’t have a YouTube Channel, create one. They’re free and here’s why.
YouTube videos come up in search results, not all the time but often, so making sure that the description is keyword rich (not spammed) and enticing to the searcher (for example, this is the problem we are solving for you) will increase the likelihood your video will get viewed. “How to” videos work the best as well direct match searches for example, a search for a brand name. Also with YouTube (and Vimeo) when the video is done, recommended videos come up and if you have a channel setup with related videos, it’s more than likely more of your videos will appear for more consumption (remember that 37% of Millennials binge watch video).
Mark Zuckerberg was recently quoted as saying “I wouldn’t be surprised if you fast-forward five years and most of the content that people see on Facebook and are sharing on a day-to-day basis is video.” That’s a pretty bold statement considering Facebook right now is mostly images and text. I would say that within five years consumers will be expecting video to sell them products and that they will be able to click to buy right from the video. So again I ask, is there video in your content marketing strategy?