A recent Aberdeen study shows only two-fifths of marketers use videos as a strategy.
Everyone is banging on about it - so how come marketers are talking the talk but not walking the walk?
This could be mainly down to three factors which are holding back businesses.
The first is the lack of confidence - marketers don't want to be first to take the risk when they can spend their budget else where on a more "reliable" form of activity.
The second is resources, with businesses not having the expertise to produce their own content.
The third and final, is the skills or personnel for the creative ideas in order to execute the campaign.
Why should marketers be using video?
Younger generations are 'switching off' their TVs for their mobiles - according to a Google-commissioned Nielsen study, more than half of US 18 to 49-year-olds class themselves as a 'light' viewer or don't subscribe to a TV network.
This goes hand in hand with the amount of people owning a smartphone. In the UK, eMarketer predicts that two-thirds of the population will use a smartphone at least once a month by 2020.
Tips on creating video that resonates with your audience.
- If you are creating video content make sure it looks good on a phone screen as three-fifths of video content is now consumed on mobile.
- Make sure your video tells a story and at least makes sense without the sound - I always find myself scrolling past videos without the sound and widely circulated research suggests that 85% of video on Facebook is watched on mute.
- Don't hide your brand and make sure product or service gets some solid screen time! Short video content can be sometimes known as "snackable" content and it's important to include your brand within this. A Facebook study says users watch an average of around 10 seconds of any given video.
- Ensure that video measurement metrics are closely aligned to your top-level campaign objectives.
Of course, there’s no point just “doing video” and hoping it works. You need to create content that’s perfectly tailored to grabbing the attention and stopping the ever-scrolling thumbs of your audience.