Why online video is the future

According to Cisco, video will account for 69% of all consumer Internet traffic by 2017 and this means that video-on-demand traffic alone will have almost trebled. Reading through statistics it’s hard to find and indicator that doesn’t suggest rapid growth.

With online video swiftly becoming a key way for people to gain new information and satisfy their entertainment needs, and small businesses that fail to include it in their marketing strategies will do so at their own peril.

Various studies show that more than half of companies are already making great use out of this medium, this figure is predicted to rise as more and more companies realize the possibilities and potential of video marketing.

The UK company Nielsen claims that 64% of marketers are expecting video to dominate their marketing strategies in the near future, it’s not exactly difficult to see why.

When it comes to potential reach, video is unrivalled. YouTube receives more than one billion unique visitors every month, that’s more than any other channel, apart from Facebook. One in three Britons views at least one online video a week, that’s more than 20 million people in the UK alone and video can give you access to all of this.

Success stories of videos that have gone rival are legend. For example, a recent campaign from Volkswagen saw three of its videos viewed a combined number of 155 million times. If these numbers seem out of reach for companies that don’t have 12-figure revenue streams, they at least show video’s shareability. If you engage viewers then they will share the video with others, they will also spend longer on your website and more time interacting with your brand. For and social media campaign video is without a doubt one of the best tools you could use.

Video is naturally engaging and it’s vital that small businesses offer content that is easy to digest otherwise consumers will simply move on. Video does this very nicely. Forrester’s researchers say if a picture is worth 1,000 words then one minute of video is worth 1.8 million. Axonn Research then found that 7 in 10 people views brands in a much more positive light after watching some interesting video content from them.

With all this in mind, is video really possible for small businesses? Yes it is. With there being many production companies within the UK there is always a wide choice. But if you’re to realise a decent return on your investment, you will need to bear the following in mind.

Always think about and consider the audience you are trying to reach and ensure that the video is relevant to them. If it is not the most appropriate means of getting you’re message across, then you are probably wasting your time.

Don’t neglect the social media side of things, be sure to promote across multiple channels. If you want to fully see video’s potential then you have to make it easily accessible and easy to share. Don’t neglect mobile either. A tenth of all video plays happen on mobiles and tablets, with mobile phones holding 41% more share of video consumption at the end of June 2013 than at the start of that year.

And finally, get creative, not only with just the videos but the campaign strategy you build around them. Creativity wins over the cost of production every time. Get this part right and video won’t just be the future of content marketing, it will be the future of content marketing for you.