Let’s play a little game. “You’d have to be living under a rock with the Geico guy not to notice that videos are taking over the online marketing world. Every marketing and SEO blog is talking about online video marketing and every third company exec you talk to is planning to shift marketing dollars to an online video campaign.” If you guessed 2010 and 2012, respectively, you’d be right. Video has been the talk of the marketing world for years. A recent Contently survey showed that, in the next five years, senior marketers plan to invest in video more than any other type of content. Even though advertisers have been talking up digital video for almost a decade, it seems that their spending is finally catching up. In total, video makes up 56 percent of digital budgets. According to the Content Marketing Institute, only 60 percent of B2B and B2C marketers use video (compared to 83 percent and 85 percent for social media content, respectively). For any marketer that has tried to make video a bigger part of their content strategy, they know the hard truths of the medium: it’s complicated, expensive, and difficult to measure. When it comes to live video, the lower standards for quality have made it easier for marketers to experiment.
Let’s play a little game. Can you guess what year this lede is from?
“There’s no doubt that online video marketing is on the rise. Numerous studies and statistics prove that video works. In fact, Forrester Research found that videos were 50 times more likely to receive an organic first page ranking than traditional text pages. That’s a pretty impressive stat!”
How about this one?
“You’d have to be living under a rock with the Geico guy not to notice that videos are taking over the online marketing world. Every marketing and SEO blog is talking about online video marketing and every third company exec you talk to is planning to shift marketing dollars to an online video campaign.”
If you guessed 2010 and 2012, respectively, you’d be right. But if I told you they were from 2016 and 2017, would you blink? Video has been the talk of the marketing world for years. But could it finally break through over the next five years as a regular marketing tactic?
There’s no doubting that video is a big part of the internet’s future. By 2019, video is expected to account for 80 percent of all web traffic. Facebook—which accounts for a huge portion of mobile traffic—has said it will be “all video” in five years. A recent…
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