Did you know that one third of on line activity is watching videos? Really, it is.
We have known for a while now that video is only increasing in popularity, but I don't think people truly realize the huge influences of video content.
Here's some perspective: did you know that 45% of people watch more than an hour of Facebook or YouTube videos a week? In addition, over half of video content is viewed on a mobile device.
What's interesting, though, are what those stats mean contextually. Think about the turnaround of social content these days. By the time you've come up with a good idea, created it, and then posted it to your Facebook page or YouTube channel, people are onto the next thing. Sad but that is the world we now live in. No attention span because people are just too busy and trying to absorb all this “stuff” in their heads.
When people (brands especially) think about video, they think about it as a long-form, high value piece of content. And the truth is, video is a high value piece of content. It just shouldn't be thought of as an asset that requires thousands of dollars’ worth of equipment and months of work to create. Video is no longer a "professionals-only" content piece. Apps like Instagram and Snapchat (and its long-lost cousin, Vine) have made the barrier to entry for video extraordinarily low. SMB’s still need us video production professionals but yes, those apps do a pretty good job.
Which means, if you want to get into the video content game--and you should--then what's equally as important as coming up with good video ideas is your process for getting from start to finish as quickly as possible. In the world of social media, speed is as important (if not more important) than the idea itself.
Honestly, the same could be said for the blogging world--and really all social content, period. It's a game of attention with a very short lifespan.
It's just that video has been such a "luxury" type of content for so long that the vast majority of brands still consider it out of reach. They think, "Well, we don't have the equipment or we don't have the budget to make something professional," so they don't even try taking a step in that direction. Meanwhile, Instagram personalities are vlogging their daily lives on video in their Stories and not only attracting the most attention, but reducing the barrier of entry.
Video doesn't need to be a big production anymore.
But it's also about business goals. The vision has never been about just creating one amazing video, assuming the world will stop, look at it, and clap their hands. Social doesn't work that way. You need to create video content, quickly and easily. It's the consistency that drives business. Try and figure out what drives your customers. What drives your brand and put those thoughts into your video.
Here's another stat that proves the value of social video from a business perspective: videos on landing pages can increase conversions by 80% or more.
The habit of consistency is what differentiates the "one-hit wonders" from the brands, businesses, and influencers that create content on a regular basis--and actually build audiences around their video content. Consistency. That's what your video strategy should be based around. Remember, don’t spend months on a video project and no, you don’t need thousands of dollars anymore to hire equipment and an advertising agency to get your video out. You can do it! And if you feel you can’t reach out to us. We are happy to help.
FDMC Social and Digital Media LLC
Roy has over 30 years experience in the broadcasting and marketing fields. He carries strong credentials in mass media, social media, advertising, marketing, public relations, and video production. Mr. Garton is also a professional actor and voice-over talent.
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