Have you noticed the ever-growing amount of video content that you see online? Once upon a time, video was primarily relegated to Youtube and to those with money to invest in videography equipment, but times have changed. It has never been easier to film and edit quality video content. In this article, we’ll walk through some of the changes that have occurred in the videography world over the last several years, how video content is now being used, and if you or your business should jump on the videography trend!
Why the Move Towards Video?
Video advertising has been around for years now and began to take off in the early 2000s with the launch of YouTube in 2005. However, this type of advertising was limited to those who had the equipment and knowledge to film and produce quality content. Today almost all of us have the capability to produce acceptable video content with just the phones in our pockets, no fancy equipment is needed.
Due to the increase in accessibility and the decrease in cost, video production has soared in the last two decades, but that’s not the only reason the medium has become so popular. As smartphones came on the scene, it became that much easier to not only watch video content but also to make the connection from a video to a product, increasing conversions and making the ROI for video content that much more appealing.
According to Wyzowl, the leading animated video production, and marketing company, people watch on average 19 hours per week. This type of content is popular for several reasons. For one, video content gives our eyes a break from the near-constant strain of reading on our phones and computers. According to the Digital Marketing Institute, video is so popular because it, “is a versatile and engaging content format that not only gives us a real-life picture of what is going on; it’s also easy to share across multiple platforms.”
Since video is so popular, how can you and your business take advantage of it in your digital presence?
Video Usage on Websites
Using videos on your website is a great way to explain what you do, share the general atmosphere, and give people an inside look at your business. When someone arrives at your website you have a very small window of time to make a good first impression and video just might be the thing that sets you apart. Those who intentionally use video content on their website get 41% more web traffic from searches than those not using video. In addition, users spend 88% more time on a site that contains video.
There are a ton of different ways to incorporate video content on your website. One example is to create a video header from b-roll and drone footage. These videos typically don’t have sound but focus on presenting the culture and vibe of your business. Another way is by using introduction videos. These types of videos are shorter videos that help explain what your business is, what problem you’re helping solve, and what sets you apart from the competition. Similarly, an explainer video can be used in tandem with your blogging strategy as a way to give a condensed version of the information that is more easily digestible.
Video Usage on Social Media
If you’ve been on social media for any length of time in the last 6 months or so, you’ve undoubtedly noticed the increase in video content. Instagram has been very open about its push toward becoming a more video-centric platform and Facebook isn’t far behind. SproutSocial states that half of social media users prefer video over other types of content. Of course, this can largely be attributed to the success of TikTok.
TikTok has more than 1 billion monthly active users and in 2020 was the most globally downloaded app. The United States has one of the largest TikTok audiences and the average user spends 89 minutes on the app per day. That’s a lot of time on one app with the average session coming in at about 10 minutes each time. TikTok is obviously doing something right, and the other social media platforms have taken notice.
TikToks, shorts, and reels are not the only way to embrace the social media video trend. You can also post more traditional videos in places where you might have created a graphic or a text post. You can also use simple motion graphics which post the same way as videos on most platforms and therefore help you get more organic traffic. Regardless of how you incorporate video into your strategy, the truth is you have to have a strategy.
Should You Take Advantage of Video Content?
So now the question is if video is this popular, should your business take advantage of it? The answer is absolutely yes! Videos can be as professional or as casual as you need them to be. If it’s a video that you intend to use for years to come on your website or in presentations or ads then a professional video might be the right choice. If you’re wanting to take advantage of shorter videos on social media, then a camera phone will do just fine!
Whatever you do, make sure you have a strategy for your video content! Start small with what you think you can feasibly do well and then expand from there. There are some trends that come and go quickly and aren’t worth adjusting your marketing strategy for, but it appears that video is here to stay and we all need to consider how to make the best use of it!
If you’re looking for some help creating your strategy or need a professional to film some of those videos for you, give us a call! We’d love to be a part of your videography work.
