Thinking about a video content strategy is essential for those who are looking for good results in digital, and in this article we will tell you why.
We are living in an increasingly hyperconnected and accelerated world, where people are used to receiving information in video format from all sides.
Whether through the infinite live transmissions on the internet, 360° videos, augmented reality games, among others, videos are the format that dominates social network.
When we think about digital marketing strategies, we must always remember that it covers the entire sales funnel of a company.
From the initial moment of attraction, navigating through the central stages of conversion and reaching the moment of looking at sales at the end of the process.
The video content strategy ranges from the appropriation of shorter videos (like TikTok content) to more refined and longer productions (like some YouTube videos).
So, if you’ve come this far and still have doubts about the importance of producing a video content marketing strategy, and you still don’t have enough tools to justify this production, know that you’ve come to the right place.
Many people face this same problem when it comes to creating relevant content. And it was with this in mind that we produced this material for you!
What will you learn in this post?
- How people are spending their time online;
- How businesses and consumers are engaging with video content;
- Not all brands master the process of video creation, and why you should start as soon as possible.
Brands and content creators in general should think about their content strategy looking beyond the production of written or image content, as this is a strategy that no longer arouses the true interest of the audience.
The US video market, for example, is an industry that moves more than 130 million dollars.
As a result, those who chose to ignore the growing relevance of video production before are falling behind in the race for audience attention.
And trust me: if you’re not using a video content strategy, your competitor is. But don’t worry! Through this text, we will present 3 reasons for you to start producing videos for your brand as soon as possible.
Why create video content?
1. Videos are the main way people are spending their time online
A good content strategy should embrace different formats and, mainly, different channels.
It’s important to always make your audience’s attention a priority. Nowadays, most consumers are easily found on the main social networks on the internet. So, let’s get to the data:
According to Aninomoto, 58% of consumers visit a brand’s social media pages before visiting its website. And in the world of social media, users spend more time in their feed when it comes to video content.
For example, in a survey conducted by Search Engine Journal, YouTube is the second most popular search engine in the world today.
The network, which has an exclusive content strategy for video production, has more than 1.5 billion users logged in every month, providing more than 1 billion hours of videos daily.
As much as some people believe that Facebook is dead, the average engagement of a video on the social network is 44% higher than on other social networks. With over 1.25 billion people accessing Facebook Watch every month, Facebook Lives viewership has grown by 50% in the last year, according to Hootsuite.
The survey also points out that Instagram averages 30 minutes per person on the app each day, with over 1 billion people using the app every month.
Tiktok, on the other hand, remains virtually unexplored by professionals in the field. According to a study by Wyzowl, done last year (2020), about 1 in 10 professionals use the app to produce content. And, looking at those who have used it, 66% report receiving a positive result.
In contrast, more than 20% of marketers plan to use the Chinese social network as an advertising channel in 2021.
Now that you know which are the channels to start your video content strategy, other questions may arise in your mind.
Is video marketing really booming? Do companies treat this strategy as a priority? Do consumers like to interact with this type of content?
Read on to find out!
2. Businesses and consumers are engaged with video content
There are some statistics that support this statement. They point to clearer direction regarding general trends in content marketing and, more importantly, where the industry is moving.
Are companies building a video strategy?
Postclick points out that more than half (60%) of marketers plan to spend more on video content strategies in the year 2021. Animoto, in turn, points out that about 70% of companies say they are creating more videos now compared to the same period last year.
So the answer to the above question is yes. For 2021, companies are already thinking and outlining strategies focused on the production of video content.
We know that companies and marketers are aware and understand the importance of this way of producing content, but what about the audience?
Do people like to watch videos online?
According to Social Media Week, the answer is yes. Research shows that 78% of people report watching videos online every week, with 55% of people watching daily. For Wyzowl, the results are similar, showing that 69% of people prefer to learn about a new product or service by watching a short video.
Regarding brands, 85% of people would like to see more videos produced by them in 2021.
So, if the audience is engaged with the videos produced and companies are clear about the importance of this type of content, why isn’t everyone creating a video content strategy yet? Keep reading to find out the answer!
3. Not all brands master the video content strategy, but they should
Right now, you may be wondering why few brands are creating video content that is actually relevant, given the strength of the statistics presented above.
Unfortunately, some brands are still missing the opportunity to use a content strategy that is geared towards video production.
The good news is that the answer is closer than you think! And it is directly linked to the routine of marketers. Here’s some data to understand why you need to include video production in your content production routine.
In the Wyzowl survey, 16% of marketers who don’t currently use video say it’s due to lack of time, 17% claim it’s too expensive, and another 17% of marketers say it’s because they don’t know where to start.
It is increasingly clear that thinking about a video content strategy has become a responsibility for brands that want to stand out.
A recent study by Insivia shows that the volume of video consumption increases by 100% every year. Therefore, continuing to ignore the relevance of this format is a competitive disadvantage for any brand.
Create your video content strategy
After understanding the reasons that prove that we are living in the video age, the time for you to get your hands dirty and start creating a content strategy in this format for your brand is now!
We know that video content stands out much more in the feed of the most used social networks in the world, especially when we embrace different formats in the most varied communication channels.
Companies around the world are already looking at this universe with good eyes in 2021. They are already changing their budgets, using data as a source of insights and turning (almost completely) the content marketing strategy to video production.
The audience has shown, year after year, that video content represents a much more pleasant way for the user to absorb information in a world as hyperconnected as the one we live in.
And finally, companies today have some bottlenecks in the day-to-day of marketers that make it impossible to fully implement a well-defined video strategy.
However, we can see that the scenario is changing and that the production of video content is already starting to be a concern of brands and companies that want to truly capture the attention of their audience with relevant content.
So, shall we start producing videos?