Is it worth making a video to promote and market your company? According to the Digital Marketing Institute there is little doubt that video is one of the best marketing tools available for business owners, whether the company is a small one-person work-from-home businesses, or a multi-national corporate with a million-dollars budget.
The European-based Digital Marketing Institute says everybody who is “headed towards digital marketing careers should have a complete understanding of the power of video as a marketing tool.” The institute adds that this is because wannabe marketers will probably “have to learn to incorporate video into their content in order to remain competitive.”
So what makes video so important for a marketing department?
“Video 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. Consumers like it because it’s easy to digest, entertaining and engaging, and marketers like it because it can give a potentially huge return on investment (ROI) through many channels.”
And video has never been more readily available and any content is just an online search away. According to Google, in early 2017 people were consuming more than one billion hours of video on YouTube every day.
In their recent post, the Digital Marketing Institute produced some stats which make it clear video is the future of marketing. They quoted five facts to back up their claims:
- 97% of marketers claim that videos help customers understand products (Hubspot);
- Over 80% of all traffic will consist of video by 2021 (Cisco);
- 81 % of businesses are now using video for marketing (Hubspot);
- Live video will account for 13 % of traffic by 2021 (Cisco);
- 90% of consumers claim a video will help them make a purchasing decision (Social Media Today).
To put it another way, you cannot afford not to have some sort of online video presence.
But not all video is created equal. “Bigger (or in this case, longer) is rarely better” is one of the truisms about video that has survived since editors were producing content on massive, clunky, analogue digital suites in the 1990s.
Hubspot recommends that different platforms have different requirements when it comes to length of videos. If you are producing a post for Instagram, stick to a maximum of 30 seconds; Twitter must never go over 45 seconds; a Facebook video should stay under a minute and YouTube gets the best engagement with videos that are less than two minutes.