This is a guest post by Mat Fidge of Nexus.
Is video the future of content marketing?
It’s not an idle question: by 2017, Cisco predicts that video will account for more than two-thirds of all consumer internet traffic. Back in 2015 more than half of all companies are already making use of video and Nielsen research suggests that 64% of marketers can easily see video dominating their online strategies in the very near future.
It is the reach of video that makes it so compelling as a favoured content marketing medium. And what a reach it is: one in three in the UK watch a video online at least once a week, and YouTube famously commands over a billion unique visits each month.
But it’s not just reach that video offers. It is also highly sharable content, and, should your video go viral, you could be receiving 155 million views just like Volkswagen recently achieved.
People love to share videos. But how are videos being shared? Who is sharing them? And on what platforms?
It’s time to introduce the 80/20 rule of viral video marketing.
The team at Unruly have recently published new research that delves into what they call the “geography of sharing video ads”. The report itself makes fascinating reading but let’s just extrapolate some of its key findings.
- Almost one in five online users share videos with their social networks more than once a week.
- These ‘super sharers’, however, account for over 80% of all total shares.
- Facebook is the preferred way to share videos (59%) with other platforms dividing the remainder amongst themselves: Twitter (13.8%), Google+ (9.3%), Tumblr (5.7%) and Pinterest (3.9%).
- The speed of sharing has nearly doubled over the past year: 42% of shares occur in the first three days of online publication.
- More than three-quarters of video views actually take place outside of YouTube.
What can you take away from this?
Firstly, you can tip your hat to YouTube’s importance but don’t let it blind your eyes to the fact that most video views are taking place on the wider web outside it.
Secondly, you need to know who the super sharers are in your niche, because once you have their attention you have a much better chance of receiving a high rate of shares.
Thirdly, you need to act fast to get your content trending because your window of opportunity is getting tighter and tighter.
And finally, if you are not engaging in video marketing you are missing a trick. Production costs have fallen significantly and platforms such as Twitter’s Vine, with its six-second maximum clip length, have opened the door wide to invite you in.
So, where’s that short, snappy storyboard treatment?
Mat Fidge watches and shares way too many videos when he should be working for Nexus Design and Print in Brighton (but it’s all part of the job).
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