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Video in Marketing

Lennox Potts
by Lennox Potts - March 3, 2017


In 2016, video dominated social feeds and proved that it was more than just a marketing luxury—it should be an essential part of any online strategy.

A recent survey conducted by Google concluded that 68% of YouTube users will watch content on the site before making a purchase decision. 

This year, Sherpa predict that video will increasingly inform consumer decisions and connect businesses with people and other businesses on the internet.

One of the biggest changes in the video marketing landscape in 2016 came from social media heavyweight Facebook with it's long anticiapted release of Facebook Live - a video streaming technology. 

Now I will give you a heads up on what you need to know to keep your business ontop of the marketing strategy trends surrounding video in the coming year using some facts from a recent survey conducted by Wyzowl.  


1) Video is helping businesses achieve key business goals.

Firstly, there was a modest year-over-year increase in usage - 63% of businesses are now using video, compared to 61% this time last year.

But what really stood out was how these marketers felt their video had helped them achieve key business goals:

  • An almost unanimous 97% said that video had helped them increase user understanding of their product or service.
  • 81% linked it to a direct increase in sales.
  • 76% felt that video had increased traffic to their website.
  • Over half (53%) said video had helped them decreased support call volume.

It looks like video will continue to become more widespread. Unsurprisingly, 99% of businesses currently using video reported that they plan to continue into 2017. And, what's more, 34% of those currently not invested in video plan to start during the coming year.


2) New video opportunities continue to emerge.

While video adoption continues to ramp up, there are still huge opportunities for marketers who want to use video in new, interesting ways.

Trends such as Facebook Live (used by 19%of marketers), Snapchat (8%), Instagram video (26%), 360 video (12%), and virtual reality (7%) are all available and within reach to marketers, but have all been slow to be adopted.

This opportunity is underlined by the fact that, in all these cases, the majority of marketers reported enjoying success with these techniques.


3) Video Marketing Is The Future Of Content Marketing

Video marketing is expected to rule content marketing in 2017. Cisco has predicted that video consumption will account for 69 percent of all Internet traffic of consumers by the end of the upcoming year. Two big reasons for the increase are:

  • Higher Internet speed
  • Increased mobile usage

This change is good news for B2B technology companies because they can use the power of video to demonstrate their services and dominate their niches. Of course, riding the wave of video marketing buzz the right way all comes down to creating and distributing relevant content. Why is video gaining the edge over words? The strengths of video are:

  • Less effort to consume
  • Easier to connect with speakers
  • Demonstrates products in use
  • Catches the eye in social media feeds


Final Thoughts 

All the data suggests that 2017 could (at last) be the year of video. Marketers are spending more. Consumers are watching more. And the only question is: When are you getting started on your next video campaign? 

If you want suggestions with which direction to head in in the world of video marketing, then get in touch with us! 

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