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The Rise of Video Marketing

Video content is one of the fastest-growing formats online right now and with good reason. If you’re not using video in your marketing, here are a few stats to highlight its importance.

  • 81% of businesses use video as a marketing tool — up from 63% over the last year. (Hubspot)
  • Mobile video consumption rises by 100% every year. (Insivia)
  • 78% of people watch online videos every week, and 55% view online videos every day. (HubSpot)
  • 75% of all video plays are on mobile devices. (eMarketer)
  • Social media posts with video have 48% more views. (HubSpot)

So clearly this is a huge movement right now, video content is becoming increasingly popular and the stats clearly back that up. But what does it all mean, and how should you be making videos for your business?

In the modern age, everyone is a content creator, you have the ability to make content right there in your pocket. It’s no longer a big investment requiring lots of equipment and lighting and all the technical know-how because it’s become so accessible for everyone.

But what does this mean for businesses and how can they get on the back of this trend? Video marketing can be used in many different ways. From landing pages, product reels, webinars, the list is pretty much endless.

Great video marketing campaigns

Some companies have really evolved from this and started creating whole video marketing campaigns. Realistically nobody wants to watch an advert, sitting there for 2-3 minutes to watch a new pair of trainers. Rebook noted this when they launched their campaign “Reebok: 25,915 Days” based on the average person living for 25,915 days. The video went viral and they shot several more based around other people alongside the #honoryourdays hashtag. Now, realistically, this was a huge advert for Reebok. Everyone in the ad was wearing Reebok clothing but the message was more subtle, less about pushing a new clothing line down your throat and more about the urgency of life itself which then is neatly tied together with a Reebok logo at that end.

Some companies have chosen more self-aware approaches, making social experiment style videos or videos about making videos. A good example of this is the Always: #Likeagirl video where they interview a group of people and ask them to run like a girl, fight like a girl, etc. We see a bunch of older people flailing around then the video cuts to a group of children who are running and giving it their all to be fast and strong. The whole message being “when did ‘like a girl’ become an insult?” The whole campaign was about confidence in adolescent girls.

A lot of these campaigns don’t focus too much on the product but they focus on the message and the message behind the video usually starts a conversation online and that conversation, in turn, generates more views, interaction and builds the brand more. For everyone who disagrees with the message, there’s someone who agrees. That’s something that we saw with Gillettes “the best a man can be” campaign more recently.

Video production and you!

So how can you make a start on your video campaign? Obviously these other companies have huge budgets and teams of people to generate content.

Start off small, make a few little promo videos. Create a “welcome to the company” video which will allow you to get into the process of it all. Maybe a couple of sit down interviews and a few product/service intros. Nobody is expecting your first video to go super-viral and break the internet.

Be fun and creative with it, it doesn’t always have to be dry and serious. The campaigns we looked at earlier were big investments in terms of risk and reward and not every project is going to be a big hit but just get out there and try!

Quick tips

Nearly all video watched on the internet is watched on a mobile device. Mobile video consumption rises by 100% every year and 75% of all video plays are on mobile devices.

With this in mind, shoot vertical or export it square if you think vertical shooting is entirely sacrilegious. Remember where your audience is going to be consuming your masterpiece. Think about your format and your aspect ratio.

Make it visually impactful. Most videos online are actually watched without sound so add captions or subtitles to really give you that edge over content without.

Keep it short! The maximum amount of time should be around 2-3 minutes, any more than that and you’ve lost your audience. The shorter the better. Remember just how much content is created every day, you’ve got to be able to hold the attention of your audience or they’ll move on to the next thing.

Make people curious before releasing the whole video. Try dropping a few little pieces or segments on social media platforms. IG stories are a great place to make a little interactive teaser.

Keep it simple. Sometimes micro-content is better than a full launch content. With video being so popular, utilising things like Instagram Stories, using boomerangs and suchlike can add a much-needed bit of life to quite a static image.

If you have any questions or to find out how +24 can help you maximise video for your business, get in touch today.