Online video reigns supreme as the internet’s leading source of entertainment, but also as a vital resource for content marketing and interactive publishing.
Online video has been a long growing trend, eloquently predicted by data analysis including the B2B Demand Generation Benchmark Survey. Today it’s a given that a high percentage of readers preferred video over white papers, surveys and even live demos – something everyone who isn’t already should factor into their content marketing strategies.
This preference for video, extends to all facets of a business’ outward communication, especially their online publications. The most successful online publications offer their readers a variety of content via video – from a welcome message to events coverage and the latest news.
On the move
Mobile technology demands that video on-the-go is a necessity. The small screens of smartphones and even tablet size screens make it an effort to read through swathes of text, whereas most mobile devices will provide an optimised view of video content so that consumers can enjoy high quality viewing.
According to research conducted by Unruly Media, click through rates for smartphones and tablets tripled between 2012 and 2013, and by 2017 it’s predicted that two thirds of the world’s mobile data traffic will be video.
Video offers your readers an extra dimension through which they can explore and engage with your content. Text doesn’t always have personality, video does. It’s emotionally powerful and incredibly easy to share. Video offers marketers a ‘secret weapon’ for reaching out to readers, with the ability to ignite and amplify conversations at speed and scale.
So how can you get the most out of this boom? After all, video killed the radio star, and if you don’t keep up, your publications could suffer. It’s never too late to make a change to your publication, or even throw it out and start from scratch. Whatever you choose to do, don’t ignore the impact video content could have on the success of your publication.
Be successful on a budget
A picture says a thousand words, and with video, you can say even more – and it doesn’t have to break the bank. Some of the most successful videos we have seen are often short and snappy. It’s all well and good spending millions on a CGI-rich, Michael Bay-esque ‘marvel’. But what it really comes down to is not how much money, but how much thought you throw at it. A video need be nothing more than you holding a camera or smartphone; you don’t need a crew or high-tech equipment, so long as the message is strong, and well delivered.
As for the techy side of things, PageTiger makes it easy. Simply record your video, convert it to the correct format, and drop it into the chosen page. You video will be uploaded and playing for the world faster than you can say ‘Action!’
A great example of this is a recent Christmas publication for a leading insurance company that involved a series of vlogs (video blogs), filmed by individual offices in different countries… on iPhones. The videos were grainy and hand-held, but created the perfect ‘fun’ atmosphere to reflect the desired festive feel.
So what are you waiting for?
Make sure video content is a high-priority for your future publications to ensure maximum impact, and maximum success for your publication.