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27 February 2019 - Reading time: 4 minutes

Video content: a must for digital marketing

Habefast Blog Article Content Video Digital Marketing

Today, videos are widely used content in a communication strategy. Video has become an essential element in the development of a digital strategy, so much so that it can now be described as an essential part of digital marketing.

Why has video become inevitable in a digital strategy?

Driven by a favorable context, the development of smartphones and Internet access and with the growing popularity of social networks, video has become omnipresent in digital marketing.

With the place occupied by digital today, the marketing possibilities offered by video are countless. According to Cisco, the world’s leading digital transformation company, video content is expected to account for more than 80% of online traffic by 2019 and according to HubSpot, 43% of users would like to have more video content. With 1.5 billion users worldwide, YouTube is the second largest social network in terms of number of active users, proof of the popularity of video content. With 55% of the Swiss population active on social networks and 40% of the content published on these networks being videos, the success of video content is no longer in doubt.

Why adopt a marketing strategy with videos?

If you are still skeptical on the subject, here are 5 reasons that should convince you to integrate videos into your digital content strategy.

  • Video content allows you to communicate in an attractive and original way, this format offers you even more creative possibilities than a photo or a text to capture the attention of your target audience.
  • Video content is the favorite format of social networks. Combining sound, text and image, and being short, effective and creative, they encourage sharing and contribute to increasing your notoriety with your targets and are therefore extremely relevant.
  • Video content makes it easier to understand. The human brain is indeed sensitive to visuals. Generally, we remember content that we have seen and heard better than we do when we read it, hence the interest of video content. And the impact will be even more significant if the video is complemented by a voice-over.
  • Video content makes it easier to capture attention. Today, on average, we hold our attention for 8 seconds before zapping. Knowing that a text requires several minutes of attention and that a video presents the same information in just a few seconds, it is better to choose video content to capture the attention of Internet users.
  • Video content can improve your natural referencing (or SEO) because it encourages Internet users to click on links to your website. Video content will not be a mere bonus in 2019, but will become a real necessity to exist in Search Engine Marketing (SEM). Publishing quality video content is therefore a good web marketing strategy.

How to create an effective marketing video?

It is important to captivate the audience from the very first seconds and to focus on short and structured videos

The main steps in the creation of marketing videos are: 

  • Work on your script: Define the content and types of videos you want to broadcast. To do this, these three elements will help you in your approach:
  • the needs of your target audience
  • your brand
  • your objective 

 

  • Make good use of the storyboard: It’s a shot-by-shot representation of your video. This step allows you to project yourself even before shooting the video.
  • Pay attention to the sound effects: Sound effects are essential to work on the emotions.
  • Find your talents: Choose the right people to write, shoot, edit and promote the videos. 

And finally, you are free to choose between the two types of videos: video with actors or animated video

Main trends in video marketing

  • Live video

    There is an increase in live video views. Indeed, today the main social networks (Instagram, Facebook, Snapchat, Youtube, Twitter, etc.) offer viewers a unique experience thanks to live videos.

  • Immersive content

    Immersive content allows web users to be directly stimulated through visual and engaging content. This immersive content, which is based on augmented reality and virtual reality formats, is increasingly used by brands to offer a unique experience to their consumers. 

  • Mobile first

    In January 2020, there were 67% of telephone users worldwide. And 92% of cell phone users use the internet. The average time spent on the phone each day changes according to the age of the individuals but we spend on average 3 hours on our phone every day. This is why it is important to focus on video formats adapted to phones.

  • AI

    Artificial intelligence aims to imitate the human brain by implementing techniques that allow machines to reproduce a form of real intelligence. It is useful in marketing because it offers contextual and striking advertising. 

  • The storytelling

    Storytelling is the art of telling a story in a video for communication purposes. This narrative structure of discourse places emotions at the heart of corporate communication. It is the best content format to captivate Internet users. 

In conclusion, in 2019, videos are a must in digital communication strategies.

If you would like to know more about the new trends to adopt for 2019, do not hesitate to contact us us and ask for our white paper “Marketing Trends for 2019”.