Video Versus Audio – Where Is The Trend Going

Maralytics Blogs Video Versus Audio - Where Is The Trend Going?

With home internet connections moving away from metred solutions and into faster and uncapped lines; video has become an increasingly more powerful marketing medium. Along with that, the online world has always shown us that people have short attention spans, preferring content they can scan briefly or images that give them insight faster. Considering these factors, it is natural that video would soon become the top-performing medium in the online world.

Social media users are more likely to pause and watch a short video while industries like real estate draw from the power of in-depth and panoramic video sequences to showcase properties.

Similarly, the lifehacks and how-to tutorials we saw in print a few years ago are now summarised in brief clips. Video has become such a powerful marketing medium that even Instagram, an image-sharing platform, has stated it is now a video sharing app.

Biteable, the world’s simplest video maker, has reported a drastic upwards spike in users and content generation, indicating that marketers acknowledge and now harness the power of video in online marketing.

Here are a few interesting statistics from marketing analytics that indicate in no uncertain terms that video content is only going to continue to rise.

  • 60% of businesses use video as a marketing tool.
  • 61% of marketers see video as a “very important or extremely important” part of their marketing strategy.
  • 68% of marketers say video has a better return on investment than Google Ads.
  • YouTube has the best ROI for video content, followed by Facebook and Instagram.
  • On Twitter, a video Tweet is 6x more likely to be retweeted than a photo
  • Around 100 million hours of video are watched every day on Facebook

Now that you know it’s time to jump on the video wagon if you haven’t done so, note that you need to follow a strategy to get success. Incorporate these tips into your strategy to ensure your video is seen and generously shared.

Your graphics are the top priority – According to Digiday, the vast majority (around 58%) of videos are viewed with the volume off. If your video needs sound to give its full effect, include text at the start of the video to tell viewers that they need to turn the sound on. The more you can emphasise the graphics, the more successful your video will be.

Create playlists of videos – Be prepared for your video to be loved, and if it is loved, be prepared to accommodate the demand for more. Creating playlists of videos will give your viewers something to watch without porting away from your channel and to a competitor’s channel.

Post across the channels directly – If you are posting the same video to Facebook that you have uploaded to YouTube, don’t post the YouTube link to Facebook, upload the video directly to each platform. These platforms will give you better analytics and improved visibility if it is uploaded directly to the platforms.

Emphasise your call-to-action – as a marketer, you are using video to try and inspire people to do something. It might be to make a purchase, sign up for a course, get in touch with you, or share the video. Make it clear when the video ends by directing your viewer to take action.

Have you used video successfully in your own marketing? Maralytics can help you to track your return-on-investment when you launch a video marketing campaign. For help, reach out to one of our helpful team members here at Maralytics.


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