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April 26, 2017

Content. Content. Content.

Everywhere you look there is an explosion of video by businesses across various platforms; company websites, business YouTube channels, Facebook live events and other social media platforms.

In the past, music videos were trendy. While they still have their place, video is increasingly content-driven for both internal and external communications. That’s because today videos can be optimized for faster access and with proliferation of mobile devices can be easily viewed anywhere, anytime.

The statistics are pretty impressive.

• Video is expected to account for 79% of all internet traffic in the next three years.
• Businesses are expected to spend nearly $13 billion on video marketing by 2018.
The reason that businesses are devoting more of their marketing dollars in the digital space is quite simply that consumers have expressed a preference for video and it plays a critical role in the decision to make a purchase.
• 4x as many consumers would rather watch a video about a product than read about it.
• Three out of four consumers believe a video describing a service is important.
• 68% of YouTube users watched YouTube to help make a purchase decision.

Video use also is playing a greater role in attracting and retaining employees. Employee video stories are a powerful tool to build purpose and culture. Impact video is driven by both STORY and STORYTELLER. Videos can provide a story of impressive success, or of hard lessons learned. They can also showcase an employee’s meaningful work experience, or how a team made a positive impact– for themselves and others. Some of the best employee stories go unnoticed, are quiet, so dig deep to find them. It’s also important to look across your organization to include stories from different departments and areas of work. Talk to the rookies — and the company veterans. Find diverse individuals who are working at various levels and functions, from the “plant floor” to the C-suite

The most important consideration when producing business video for internal or external use comes down to one powerful word- CONTENT.
Source: The Top Trends and Insights for Video Marketing in 2017
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