Why Video Engagement Matters

Why Video Engagement Matters

Marketers are increasingly depending on video engagement for their campaign strategies and budgets. Recent studies showed 87 percent of online marketers use video content, 96 percent of B2B organizations use video and report a 73 percent increase in ROI.

Tech giants like Facebook and Google are focusing more efforts on video, as are Internet Service Providers and wireless companies.

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Video marketing is no longer some futuristic prediction of a possible trends – it’s been the now for so long that 360-video marketing is the new “next big thing.”

This means you should be creating and tracking video content to connect with Millennials and younger Gen-Xers on the platforms they care about. In fact, 65 percent of U.S. marketers plan to increase mobile ad budgets according to Hubspot.

Mobile devices are where even Hollywood aims huge production budgets, and you’d be wise to follow their lead. If anyone knows video – it’s Hollywood.

Here are some stats gathered by BoldContentVideo.com.

The historic rise of mobile video is hard to deny, and for many (especially with VR and AR mixed reality productions on their way), it’s become a new way of optimizing search results for a mobile-optimized world.

From 2011 to 2015 alone, mobile video consumption has exponentially risen, enabled by increased bandwidths provided by mobile providers, enterprise and municipal WiFi networks, and the FCC wireless auctions.

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People are watching video on mobile devices, and you need to be there to reach them.

The Ideal Video Length

Depending on what type of content you’re producing, different lengths apply. Hollywood and other content creators are aiming at 3-5 minute video clips, so commercials should be limited to 1 minute, with 30 seconds being ideal.

The shorter your video content is, the better. Look at hit shows like Rick and Morty: with less than half the episodes of a season from a typical sitcom like The Big Bang Theory, it has built a rabid fanbase.

Some stars like Snoop Dogg have maintained longevity using long-form talk shows on YouTube like his GGN Hood News show. Maintaining a consistent presence like Snoop’s takes a lot of creative work, however, which you may or may not be able to afford. It’s best to only appear on segments of other users’ podcasts, videocasts, and livestreams.

Expanding Your Video Voice

While most agencies focus on creating in-house video content for marketing, a sophisticated content marketing team knows more long-term value is created by featuring your brands and thought leaders on established platforms.

Stars make the rounds of late night talk shows, SNL, Sesame Street, and other public forums to promote their latest movie releases, and you can learn a lot from this strategy.

By appearing as a guest on other shows, you expose yourself to their built-in audiences, magnifying the reach of each individual message beyond just your inner circle. This is the dynamic that separates Twitter from Facebook as well.

Speaking of which, once video content is published, you can amplify the reach by sharing it on social media and embedding it on your website. Videos are a great way to attract both people and robots, as Google factors video into its results.

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Categories and Tags Matter

Of course, as with anything Google, the devil is in the details. To take full advantage of the search engine benefits of video, you’ll need to properly categorize, label, tag, and describe each video. This helps search engines identify the content within.

Here’s a quick breakdown of video engagement per device.

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This engagement stays relatively consistent across the board throughout the day, meaning your video content will be consumed at all times of day, making it a great investment of marketing dollars.

In fact, spending on video content is expected to increase well into 2020.

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It’s Time to Make Your Mark

If you’re curious how video content can help your business, contact Make Your Mark Media today. One of our online video specialists can walk you through how we use professional video and 360-video equipment and production skills to take your video marketing efforts to the next level.

Google has made it clear mobile video is the future of the Internet, and your marketing efforts are best spent in this category. Get started today.

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