It’s no secret that video can play a powerful role in any marketing strategy. With the continuing rise of mobile-movie watching and new social sharing options like Vine and Instagram, the impact and ubiquity of video has never been greater. Just how effective video can be for a brand or company is the real question and the answer may surprise you. Late last year, ReelSEO published their annual, 2013 Online Video Marketing Survey and Business Video Trends Report. The findings revealed a number of things, most importantly an increase in ROI, customer engagement, and a near-unanimous use of video amongst all marketers. Of the 600 marketing professionals responding to the survey, 82% reported a positive impact on their business through the use of video. Maybe that’s why 93% of marketers are using video in their campaigns. Of the professionals using video, 90% of them reported an increase in ROI, resulting in nearly all of them considering an increase in their video budget.
Of course, as in all marketing efforts, it’s not enough to simply be present. Finding your audience and getting them engaged with creative video content is the most-effective strategy for any marketer. What differentiates a video that gets people’s attention versus one that quickly fades away? Writing for Woorank, marketing blogger Divi Fernando reports, “Video is the type of digital content that is seeing an increase in its usage, while the length of each piece continues to decrease.” More marketers are considering options like Instagram and Vine which offer 6-12 seconds of video. It may not seem like much but the engagement of users on these services is staggeringly high. Not only that, Vines and other social videos are highly shareable, easily tweeted, with a high-discoverability thanks to the use of hashtags. Companies like Dunkin Donuts, Target, Samsung, and more are finding creative uses for outlets like Vine. Of course, there’s much to be said for web-video standards like YouTube and Vimeo. The key is to keep video content snappy, relevant, and put it where the audience is already watching.