Video is taking content marketing by storm, but you’ll have to do more than just make one to realise its full potential. By 2020, video will account for 79% of all global internet traffic. Video-on-demand traffic alone will have almost trebled. With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril.

Various studies show more than half of companies are already making use of the medium – a figure that’s predicted to rise as more and more realise the possibilities, Marketers expect video to dominate their strategies in the near future.

When it comes to potential reach, a video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook.

One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this and done well can give you a slice of it. What other forms of content can do the same?
Video is naturally engaging and, in an age of information overload, it’s vital for small businesses to offer content that is easy to digest; if not, consumers will simply move on. Video does this very well. If a picture paints 1,000 words then one minute of video is worth 1.8 million. Seven in 10 people view brands in a more positive light after watching interesting video content from them.

 

Don’t neglect social media.

 

Be sure to promote across multiple channels. If you want to fully realise video’s potential, you must make it easy for users to find and share it.

 

Don’t neglect mobile.

 

A tenth of all video plays happen on mobiles and tablets, and it’s an increasingly important segment, with mobile phones holding 41% more share of video consumption

 

Be creative.

 

Think about your campaign strategy you build around them. Remember that creativity wins over the cost of production every time. Get that bit right and video won’t just be the future of content marketing, it’ll be the future of content marketing for you.

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