Marketing, PR & Advertising

Creating engagement through video

September 30, 2015
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Consider this: The average attention span of an adult is eight seconds, and only 28 percent of web content that is 500 words or more is actually being consumed.

This includes the local news, social media, blogs and websites, email, phone and text. From the time we get up until the time we go to bed, we are inundated with content. To the point of overload.

As marketers in a world of constant connection, we must look for ways to cut through the clutter and really develop a deeper engagement with audience members online. Whether it’s a means of lead nurturing or answering technical questions, video can help.

Video makes sense

If you think about two of the key ways in which humans learn, sight and sound, video nails it. Accompany your video strategy with well-crafted copy in the form of a blog or social media post, and you are able to connect with audience members on multiple levels. This covers the individuals who learn best through visuals, hearing someone speak and present, or by reading the content surrounding the subject matter.

Getting started with video

Your videos do not have to be fancy by any means. They just need to convey the message properly. Consider whether you want your videos to be entertaining, informative or a combination of both.

Much like your content marketing strategy, video might not be best for all subjects. Asking yourself how this will have an impact on users or conveying the message properly or in a different manner will help you discover what content will be better served through video. One tip is to keep them short. Their length should only be enough to get at the point or detail you are explaining.

Video hosting options

YouTube has long been the king of online video, but social media giants Facebook and Twitter have increased the pressure with native video. Videos inside of Facebook can automatically play, increasing the chance of your message being heard. Twitter users do not have to click on a link and go elsewhere to consume the video. Does this mean that YouTube is dead? Not by any means. Keep in mind that YouTube is still the second-largest search engine behind its parent, Google.

Your video can be placed in multiple locations without concern. Consider uploading your video to YouTube, then write content around it and use it in your next blog post. If you need to get a quick message out or get a reaction from followers on Facebook, then a native video uploaded to the platform and promoted via sponsored posts is your play.

With video consumption on the rise, there is no time like the present to make video a part of your marketing strategy.

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