Video is no longer an “optional” aspect of the enterprise content strategy. Video should be the foundation of that strategy. Here are a few stats from our pals at HubSpot to make sure I have your attention:
- 90% of users say product videos are helpful in the decision process
- 75% of executives watch work-related videos on business websites, at least once a week
- 80% of users recall a video ad they viewed in the past 30 days
- 92% of mobile video consumers share videos with others
Fact: Video is the most engaged with form of content on the Internet.
Fact: Video converts more leads than any other form of content for B2B oriented companies.
Video is no longer an “optional” aspect
of the enterprise content strategy.
Not only are we consuming more video content, but the average individual has began creating/publishing at staggering levels, no professional service necessary.
Don’t believe us?
- In January 2017, TechCrunch reported Facebook users watched more than 100 million hours of video in a single day.
- When video on Instagram debuted in 2013, over 5 million videos were shared in 24 hours.
- In 2016, Snapchat saw over 10 billion videos shared in one day.
By now, you should be convinced video (preferably one with heart and guts) needs to be a staple in your digital marketing strategy. But that’s only half the battle.
Next, we need to make sure the video reaches the audience we’re targeting, and driving the business goals behind creating the video in the first place.
Amplification - The strategic mix of organic and paid distribution of content, with the end goal of achieving ROI for your the business.
Content + Amplification = Maximum ROI
We may start with a 2-minute explainer video perfect for YouTube. Aside from the strategic media plan for the for that content centerpiece, we could break that video up into “snackable” social media posts intended for Facebook, Instagram or Twitter.
Over 80 percent of videos are viewed on Facebook without sound.
Each of those posts would be amplified with a paid spend that ultimately drives people to the full version of the video, which is where we want to convert our users.
According to HubSpot, over 1.5 million small, medium and large businesses shared video content on Facebook alone last year. Between those brands and individual users, there’s just too much noise, and your video runs the risk if going unseen.
That’s like walking into the Indy 500 mid-race and trying to get all 300,000 spectators and the viewers at home to notice you. It’s just not going to happen.
Here are three key tips for amplifying your next video:
1. Make more content than just the video.
If your video team doesn’t understand the need for maximizing the value of your investment in video by providing stills, “social” shorts, or other assets along with the end deliverable, then dump them. Digital has tons of advantages over television, but maybe the biggest is the ability to distribute content over several channels quickly, easily and with significant ROI potential.
2. Distribute deliberately on each channel.
Users consume video differently, depending on the medium. According to Moz, the Facebook users watch a video for an average of 3 seconds. YouTube is 30 seconds. Over 80 percent of videos are viewed on Facebook without sound. Those are pretty compelling numbers that truly inform creative in a big way. Making sure distribution at least helps set some guardrails for creative is vital to success.
3. Understand the business goal behind the creative before you shoot.
Are you a B2B trying to explain your value proposition? Are you a start-up trying to reach as many people as possible? Are you an established CPG brand that wants to become more relevant?
These are vital questions that not only inform creative, but also dictate the distribution strategy. Each business goal translates to a measurable KPI, which should have an impact on your business. Without these things, you’re just going for view count, which is only so valuable.