It’s no secret: video marketing is on the rise. After a somewhat humble beginning in the early 2000s, video has become one of the most important online advertising channels. The rise of video sharing platforms, like YouTube, Vimeo, Dailymotion or Vine, has attracted millions of users daily, numerous marketers and a huge assortment of companies ready to sell their products or services. The growth in recent years is absolutely stunning. For instance, a recent study has suggested that, by 2020, video content is expected to drive almost 90 percent of search traffic in the United States.
Video marketing is what digital marketers need to focus on in 2017 to catch the huge wave of traffic from YouTube, Facebook video, Vine and Snapchat. There’s no way around it: the next few years are the video marketing years, and all digital marketers need to know how to use this amazing channel. Marketers also need to understand how each of the main video hosting platform works, its newest upgrades and changes to the search algorithms, and how you can optimize the advertising campaigns. What’s more, marketers need to know how to engage consumers, build a brand identity and attract new clients.
Let’s take a look at the most important video platforms and understand the massive growth of video marketing in recent years:
We’ll start with the grandmaster of online video: YouTube. It’s the obvious overall winner of video marketing and its #1 position in the world of video hosting platforms is almost impossible to beat. YouTube is absolutely HUGE: people upload 300 hours of video content every minute. That’s 432,000 hours of video added every day.. and that doesn’t include live video sessions or seasonal changes. YouTube is a giant for personal brands, journalists, businesses, but also a huge resource of documentaries, courses and music videos. Simply put, the platform is so vast and diverse that every advertiser can find its niche and thrive, attracting a massive audience.
With almost 2 billion users worldwide, Facebook is the best data company of all time for marketers. People share their passions, their interests, connect with friends and share what they love. Distribution is what’s Facebook is all about: people share videos and, in a matter of hours, your content becomes viral, attracting millions of viewers. What’s more, Facebook’s recently changed its newsfeed algorithm, placing an enormous weight on videos. Facebook’s greatest asset is its highly targeted audience. This means your video ad is targeted directly to your ideal customers. For instance, an ice-cream company based in Southern Florida makes a video ad about its newest products; Facebook will instantly distribute the video ad to people who (1)live in Southern Florida, (2)love ice cream and (3)have children. The power of highly targeted distribution is astonishing, to say the least.
Twitter is all about quick engagement among its numerous users. Although Twitter’s video service has only recently been launched, it quickly became popular among its fans. People engage instantly among themselves, and videos can become viral in a matter of seconds. Celebrities, journalists and other famous people can interact with your video content, making it attractive for thousands.
Video content is everywhere now and it’s growing exponentially as we speak. It’s the #1 way to attract new fans, clients and build brand authority in the highly competitive online world. Video content, together with the power of social media, means that your ads will be seen by people who are interested in your service or product, you’ll be able to engage with them and create a long lasting relationship.