The Case for Video

In Video by Michael Overbeck

If you haven’t heard, video is becoming the number one medium for engaging users across your channels. It’s disrupting the marketing industry and making a huge impact on the way we reach potential customers. So why is it that some brands still struggle with video creation?

This year, 48% of digital marketers say they will commit more time to creating videos on YouTube, while 46% have cited Facebook as their tool for making the leap into visual content. Video is drastically changing the digital marketing space. While many see video as a tool to connect with their audience, others see it as a tool for disruption. But really, video will only be an issue for those who try to avoid it.

The most important thing to remember when creating video content is that the one-size-fits-all approach is difficult to succeed with. To allow video to thrive it must be catered to the channels, the format and even the topic of content.

On Facebook, videos play automatically with no sound. Keeping audiences enticed is difficult. But simple videos that are informational yet still entertaining have become essential players on social, and they’re a bandwagon you should absolutely jump on.

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“Tasty,” the brand of cooking videos and recipes from BuzzFeed, has done exceptionally well capturing the spirit of this style of video content. After posting 130 videos in one month,  Tasty brought in 313,724 likes, shares, comments and reactions on Facebook in the month of February alone.

The point? Video works. You don’t need a full video production studio to create engaging content. Tasty created targeted videos with a purpose by defining a problem in the marketplace, and solving that problem with their content that’s both short and sweet.

The problem: Millennials in a hurry need quick and easy recipes that they can access on channels they use.

The answer: 1-minute cooking videos on Facebook that are fun to watch and easy to understand.

Build engaging advertisements with powerful ROI

Social media channels encourage video creation through their engaging advertising tools. Facebook Canvas ads are mobile-optimized, interactive experiences where users can watch engaging videos, swipe through videos, engage with images and even purchase products right from the ad. According to Facebook, users “won’t just view your story, they’ll become part of it.”

They must be difficult to make though, right? Wrong.

More than 50% of canvas ads were built in 10 minutes or less. Within the tool’s first three months Facebook users spent more than 100 years viewing Canvas ads, and the average visit lasted about 31 seconds (AdWeek).

Video content can be reused and recycle in multiple ways

Creating video content doesn’t just provide you with video. By taking your footage, cutting it down, grabbing stills and creating GIFs, you’ve extracted weeks worth of valuable content from one short video.

No matter how you pronounce it, GIFs are a great way to engage with an audience, especially younger generations. Whether you’re emphasizing a silly part of a video or making an animated text slide, GIFs are powerful tools. Follow these tips to optimize your GIF game.

  • Ensure that your GIF does not exceed file size limitations on different social channels.
  • The GIF should be quick and entertaining. The best way to understand what makes a GIF great is by looking at a lot of GIFs! (Just count this as research, right?)
  • When saving out your GIFs, ensure that they’re on a constant loop.

People just love videos

Overall, users simply appreciate brands that use video content. In 2017, the primary attitude of internet users toward brands that use video clips on social media outranked those that responded to questions and even joined in on conversations.

Screen Shot 2017-10-05 at 8.16.35 AMNo matter where you are in the video timeline, Raidious is here to help. We partner with clients in every step of the process, from merchandising a video project, to production and utilization of the final product. Let us know how we can help tell your brand’s moving stories.