Today, 81% of businesses are invested in video marketing, with this number up from 63% just a year ago. It’s just that, like all things in the digital universe, video is changing rapidly. The more audiences engage with video, the more their expectations change. Here are 3 pieces of advice on video that you need to stop listening to today. The majority of those watching viral content aren’t really interested in the brand behind it. Advice: The Most Important Thing Is Getting Tons of Video Content Out There These types of behaviors have given birth to the idea that the more video content a brand puts out there the better. Instead, develop a focused video strategy that leads your audience through their customer journey. Overall, 56% of videos published in the last year were less than 2 minutes long. It’s a piece of advice that never gets old and is guaranteed to always win over the audience. How These 3 Brands Are Crushing the...
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Video marketing has been gaining some serious steam for a while now, and it isn’t losing any momentum. Today, 81% of businesses are invested in video marketing, with this number up from 63% just a year ago. In short, the rise of video has changed how we’re consuming content and become an integral piece of the digital marketing puzzle.
This is great, but it also opens a ton of opportunity for bad advice to start circulating. This doesn’t mean that the advice has been given with malicious intent or that someone is talking out their ear. It’s just that, like all things in the digital universe, video is changing rapidly. The more audiences engage with video, the more their expectations change. Adapting to these changes is the key to success.
Now is the time to look at how to optimize video marketing today, and that means leaving behind outdated strategies. Here are 3 pieces of advice on video that you need to stop listening to today.
Advice: Focus on Going Viral
Viral. It’s the current buzzword surrounding video content. The idea is that you create content with broad appeal and it gets tons of hits. In a broader sense, it seems logical that a video that gets 100,000 views is going to generate more leads that one that gets 10,000.
Sure, a viral video will get lots of hits, but that’s about it. The majority of those watching viral content aren’t really interested in the brand behind it. In fact, the audience will be mostly made up of people who are just curious, bored and even the occasional troll.
What a waste of energy.
Instead of focusing on going viral, concentrate on targeting video content to a very specific audience – the ones who are most likely to convert. Figure out what’s of interest to them right at this moment and identify the pain points that you can help them with.
You’ll get a smaller audience,…
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