If video isn’t already part of your plan to grow your organization in 2022 and beyond, it’s time to reconsider.
Video is versatile enough to span multiple platforms and formats, and consumers respond to video like no other marketing medium. Video has become vital to digital marketing, where it drives traffic and generates conversions.
By the end of 2022, video is expected to account for 82% of all internet traffic and 79% of all mobile traffic.
The Internet Is Optimized for Video
In recent years, Google and other search engines have begun to emphasize relevant video content. In part, this move reflects people’s increasing preference for video over other mediums such as text and audio.
Of course, technology is involved too. A recent Business2Community article about SEO trends notes an evolving improvement in structured data and algorithms relative to video content among the reasons for video’s rising profile in search results.
Regardless of the technical causes, quality video attracts attention and spurs action. Adding video to your website content can also increase your Google ranking, according to a recent Inc. Magazine feature.
However, search engines aren’t the only entities prioritizing video. Video has become the dominant advertising form on all major social media platforms including Facebook, TikTok, Twitter, LinkedIn, and Instagram.
Despite the pandemic, social media and video content spending increased significantly in 2020. And in the first quarter of 2021 social media attracted more advertising investment than live/linear TV for the first time.
One of the advantages video has across these platforms is time flexibility. Social media video is not rooted in the standard linear TV and over-the-top advertising spans of 15, 30 and 60 seconds, although they all have limits.
Social media also emphasizes short, easily digestible content. Fifteen seconds, for example, is the length limit for Instagram Stories and Pinterest videos, and it’s the recommended time cap for TikTok and Facebook videos and YouTube’s sponsored cards. That may not seem like much, but with the right media partner you can make a big impact in 15 seconds.
Forward-thinking businesses and nonprofits have capitalized on these trends by moving beyond traditional commercials to produce compelling videos specifically for their websites and social media outlets. The best, most impactful videos then generate additional views, brand recognition, and conversions through shares and reposts.
Video Benefits Small and Large Organizations Alike
Contrary to popular belief, video marketing is not just a tactic for big businesses. Small organizations can make a huge splash with an intriguing concept that’s well executed.
Vidzu Media works with diverse organizations that vary widely in size and budget constraints. Consider the rise in social media videos, which provide a cost-efficient way for B2B and B2C businesses to share their brands through short, simple messages or episodic stories.
A recent report cited by Marketing Technology Insights shows that brand investment in social media continues to grow at a rapid pace even amid an otherwise stagnant economy and 30-year inflation highs. The report indicates that global ad spending on Facebook and Instagram alone in the third quarter of 2021 grew 43 percent year-over-year.
Meanwhile, TikTok has emerged as the fastest-growing video app and in 2021 surpassed YouTube for average watch time in the United States and the United Kingdom.
As more companies turn to video for brand recognition and reinforcement, it’s critical to include video in your marketing strategy to remain competitive regardless of your organization’s size.
Virtual Events are a Reality — Video Brings Them to Life
Between the pandemic and the Great Resignation, many organizations have turned to virtual and hybrid events to engage and retain employees. These events are likely here to stay, not just because of the lingering effects of the coronavirus, but because they offer several benefits over in-person gatherings including flexibility, time savings, cost savings, and global reach.
But virtual conferences aren’t the only video-based organizational event gaining traction over the past couple years.
A growing number of organizations have also incorporated e-learning and training videos into their team-onboarding programs. These approaches allow organizations to educate employees with consistent information and messaging, and in a convenient manner.
Ready to Explore What’s Possible?
Do you have an idea in mind that needs a creative spark? Or are you seeking an agency that can deliver on your New Year’s resolution to commit to video marketing?
Vidzu Media is ready to help. Our talented collective of producers, photographers, editors, animators, directors, and content specialists is renowned for creating captivating video that ranges from brand films, social media video and commercials to event videos, interactive content and episodic marketing stories.
Connect with us today, and let’s explore what’s possible together!