While quality, written content will continue to shine in 2016, marketers will be well equipped to explore the potentially game-changing partnership between that content and video. No matter how great your content is on your website, blog or social media, it has virtually no effect if people aren’t reading it. With attention spans decreasing, web content continuing to proliferate and more brands jumping on the content marketing bandwagon, you need to make sure your content stands out and gets noticed.
One way to ensure your brand’s larger message gets across to your target audience is by providing a short, concise and informative video to serve as a teaser or recap for a more in-depth written article. Let’s look at how and why video teasers can help your written content boost SEO, build brand awareness and contribute to your brand’s overall success.
Video Content is Far-Reaching
Video content outshines virtually every other medium when it comes to simultaneously educating and entertaining a target audience. Small businesses that fail to incorporate video into their marketing strategies will do so at their own peril, as it is predicted that by 2017, video will account for 69% of all consumer Internet traffic (according to a study by Cisco). By including short video teasers into the body of larger articles, brands have the potential to expand their page’s viewer base exponentially.
According to comScore data, 188.2 million people watched 52.4 billion online content marketing videos in the US alone in December of 2013. This statistic alone indicates a virtual goldmine of potential consumers and brand ambassadors in the video content sphere. And companies are taking note. A B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends Report showed that 76% of businesses surveyed responded that video was a core element of their digital marketing strategy. Why? Video helps to generate leads and build brand visibility.
YouTube alone receives more than 1 billion unique visitors per month, which is more than any other online feed apart from Facebook. With options to share videos across multiple digital sources such as Facebook and YouTube, the shareability of teaser videos can help facilitate brand engagement and increase your client base. As 60% of site visitors will watch a video before reading the accompanying text, including a teaser video will ensure that your content gets across. It also gives you a chance to summarize your message and deliver the most important points to your target audience.
Video Content Humanizes Your Brand
What better way to reach your audience than by providing video evidence of the real people behind your brand? The main difference between marketing that we immediately forget about and marketing that resonates with us and which we remember involves an element of relatability and a humanistic spark.
A simple teaser video featuring a talking head explaining the gist of an article speaks volumes to the trustworthiness and humanity behind your company’s marketing strategies. This serves the same purpose as including a headshot of a writer at the beginning of an article—it gives the audience a face to put with a name and reassures them that whatever advice or information they are about to consume was produced by a real person.
Short teasers not only allow you to create a succinct message to get your point across, they also have a way of creating a much more engrossed experience. Keep in mind that content marketing is all about the audience, not about any individual piece of media. By regularly accompanying written content with teaser videos (instead of simply posting an occasional video and crossing your fingers that it will go viral), you can grow a dedicated audience over time by creating a sort of series of information. This commitment mentality (as opposed to a campaign mentality) creates a little, interactive world around your brand through visual and auditory storytelling, making video marketing a top priority for any company reaching for success in 2016.
Video Content Engages Millennials and Generation C Consumers
If you haven’t already heard, millennials love video. And if you aren’t already investing into video content marketing, you are missing an opportunity to target the generation that has marketers scratching their heads on how to next raise the bar when it comes to consumer engagement.
Research from Animoto shows that millennials are poised to spend more than $200 billion annually, and that video marketing is at the forefront of influencing factors when it comes time for them to purchase. A whopping 80% of millennials have been shown to reference video content when deciding which product to buy, and 6 in 10 millennials prefer watching a company video over reading a newsletter. When incorporating video into your content marketing strategies, make sure to listen to and get to know your audience, so that you may produce video content that speaks to them.
According to Oovala, a tenth of video play occurs on tablets and mobile phones, so also ensure that your video content is optimized for these devices. Video should load quickly, be easily shareable across multiple channels, and be easy to find. While millennials are most frequently defined as consumers born between the years of 1980 and 2000, Generation C is considered more of a psychographic group, whose members share the common characteristic of being digital natives. These consumers turn to the Internet when making purchasing decisions, and are apt to share appealing content (content that is funny, shocking, poignant, relevant, etc.) and that makes them look witty, savvy and cutting-edge to their peers. Producing written content and video that appeals to this mindset and that is easily shareable is key in engaging this complex demographic.
Video Content Boosts Brand Awareness
If viewers find video content engaging, particularly millennials and Generation C consumers, they are likely to share it with their friends and family, thereby increasing awareness of your brand in their local or digital community. Video is one of the more digestible forms of content, and investing in this form of content marketing can help explain in-depth topics that take longer to communicate via text.
According to Forrester’s researchers, if a picture paints 1,000 words, a minute of video paints 1.8 million. By the power of word and image association, good video content can create an endless bank of references to your brand for a viewer, making them think of you the next time they are reminded of your content by outside stimulus. While you are striving to provide a teaser video to a written article, the viewer is more likely to create an emotional, psychological attachment to the content within the video.
According to Axonn Research, 7 in 10 people view brands more positively after watching video content from them that they find engaging and/or interesting. An Unruly report reveals that enjoying a brand’s videos increases purchase intent by 97% and brand association by 139%. Not to mention, when it comes to SEO, incorporating video into your content marketing strategies improves your ranking in Google Search Engine Result Pages (SERPs). A seamless combination of written and video content will reach all corners of your consumers’ attention and ensure growth in brand awareness.
Video Content Creates an Immersive Experience
Video has the power to transport audiences and gives them an up-close and personal experience of a brand, one usually reserved for team leaders and company employees. This feeling of VIP, behind-the-scenes access has significant power in building momentum and creating hype around a subject.
Teaser videos spark an initial buzz for the information contained within the larger article at hand, tapping into your reader’s insatiable search for knowledge. By giving the viewer sufficient information about what the article is about, but without giving away the main secrets, you can successfully entice the reader into perusing the contents of the written article.
According to Sierra Media, a video production and creative marketing firm in the Greater Seattle Area, immersive video production is the secret to corporate brand story marketing. Take a cue from the movie industry when making your teaser video by giving your audience just enough information to get excited, but not too much so that the article can stand as the main event. One of the more nuanced mediums, video is ideal in providing a first chance for you to reach your target audience and promote your brand. It is the answer to how your business can better involve your customer. Video is an ideal medium for your brand to tell its story, and can survive across multiple social media channels, as well as living on your website.
According to an article on Forbes.com, 2015 was “The Year of Video Marketing,” and so far 2016 doesn’t look to be much different. The naturally immersive experience that video provides is less overwhelming to many casual website visitors than the task of consuming lengthy text, with a consumer being able to learn everything they need (or more importantly, want) to know about a topic in less than 30 seconds. Combining that brief teaser video with compelling, researched and informative written content will ensure that your business has a successful content marketing strategy.