Why Online Video is Changing the World of Content Marketing

Sep 08, 2015

Doodle design style concept of video marketing strategy, product overview, creating explainer video to increase sales. Modern line style illustration for web banners, hero images, printed materials

“Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” – Ferris Bueller

Ferris Bueller was on to something. The world of content marketing moves at a lightning fast pace. Facebook, Twitter, and LinkedIn are all fine and good tools, but the future of content marketing is online video. If you haven’t already done so, you better look around.

Numbers Prove It

Like what music videos did for musicians in the dawn of MTV, online video is doing for businesses in the age of Internet marketing. Check this out:

  • A Cisco study predicts video will account for 69 percent of all consumer Internet traffic by 2017
  • Nielsen claims 64% of marketers expect video to dominate their strategies in the near future
  • The Interactive Advertising Bureau found in a survey of 300 brand marketers, that two thirds are moving budgets away from television and into online video

Video has long been the go-to medium for information and entertainment. Now, it’s a critical component to brand building and awareness. Why?

One big reason is its reach. YouTube gets more than one billion unique visitors every month; that’s more than any other channel, apart from Facebook. And, 89 million people in the United States are going to watch 1.2 billion online videos today. 


The other reason is how versatile video is. Web videos can be used in so many ways:"...would you like some tips on video marketing?"

  • product demos
  • a company overview
  • how to’s
  • tips and tricks
  • customer testimonials
  • highlight reels
  • …the list goes on…

One of the biggest benefits to video marketing is that it’s made for mobile. “Worldwide, more users access the Internet via their smart phone than any other kind of device, and that gap is likely to grow,” writes this content creation COO. Video is easily digestible on a mobile device. You don’t have to wade through pages of text to make your point, a 30-second clip will suffice. You can watch it anytime, anywhere, and you can control your consumption. Missed the web address at the end? Stop and rewind. Want to see that funny bit again? Simply hit replay. Think more people need to tune in? Share with one click.

Oh, and did we mention that people who view product videos are 85% more likely to buy!

You Can Do Video

You may think that video is only for the Fortune 500 club, but we’re here to tell you that online video is entirely doable for small business. In fact, you can generate, produce and deliver engaging web videos without so much as stepping into an editing suite.

Production costs are only as big as you’re willing to make them. If you want to outsource production, you’re in luck; Prices to make videos have fallen significantly in recent years (that old supply and demand thing from Econ 101). Or, you can make your own videos. Even a simple 10-second clip can reach a wide audience.

Know, like and trust is also a key reason for video marketing. In the old days you would meet face to face and shake hands with your prospect. That immediately started to build the relationship. Today with less face-to-face meetings, online sales and screen sharing technology; know, like and trust are more difficult to build. Video is one tool that helps you give the viewer a sense for who you are, see your demeanor and start to build that relationship. So when you produce a video, be genuine and sincere. People will trust you.

You can start by creating a video blog and allow your customers to leave comments. Then you can use these comments for feedback, and create the right kind of videos to share in other video network communities.

What are your favorite marketing videos on the web right now? Share your thoughts with us on Facebook.

Until then, happy viewing!

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