Is Video Still The Future Of Internet Content

Several years ago, before YouTube became one of the largest search engines, before it became possible for everyone who owned a smartphone to become a videographer, before Instagram video or Vine became a thing…did you ever think that video was going to get this big?

A recent study even says that it is totally possible for video to account for 69% of all consumer Internet traffic by 2017. That’s only 3 years from now.

As a marketer, you might think that everybody, including yourself, should get on the video bandwagon! After all, YouTube ranks as the 2nd biggest search engine, next only to Google. But for the medium to be truly effective, it will really depend on what you are using it for.

Its rise is undeniable. But does it mean that video will render all other forms of content like written one useless? No, definitely not. You should note, however, that video—being easier to create and faster to disseminate these days—makes a great addition to any online marketer’s tool kit. And coupled with the knowledge of when and where to use it, you can leverage on video’s ever growing popularity.

Here are a few of my favorite examples—

Using video to increase conversion rates

I’m a big fan of using videos as a way to quickly capture the attention of your intended audience. These types of videos are known as explainer videos, which briefly tells the story of a brand, product or service; and I particularly like how Dropbox did it

When they first started, at a time when nobody really understood the concept of their service, they managed to do so using video. Here are some key elements that ensured its success:

• A good, well-written script.
• Visuals that capture and hold the attention of the viewer.
• Everything is kept brief and simple.

Using the video, Dropbox increased conversion rates by over 10%, which translated to thousands of sign ups for their service per day.

Using video to improve customer service

Have you ever heard of the Mayday Button ? If you own a Kindle, this button connects you to an Amazon tech support team, via video, who can walk you through any issues you have about your tablet.

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What makes their use of video so ingenious? Mainly, they were able to use it as a way to connect with people and make their customers feel important. Perhaps most notably, is how they’ve managed to make a practical feature like online customer support feel more personal and real, which reflects positively on their brand.

Using video to build credibility and grow your business

In the world of Internet marketing, establishing your credibility is paramount. Noah Kagan sealed his using video.

Kagan is at the helm of an Internet-based company called Appsumo and is responsible for the growth of various startups. And a big part of his strategy is anchored on sharing his skills online—using video. His YouTube page is recognized among colleagues and professionals in the industry as a reference for how to grow their business.

Of course, he wasn’t just posting video for the sake of posting. He grew his audience, his credibility, and his business by:

• Sharing his expertise on various subjects.
• Engaging his audience by asking them to co-create content with him. (i.e. asking his audience for a challenge that he will then document as he attempts to complete it)
• Imparting a distinct personality—Kagan’s ‘signature’ is his penchant to talk about random things that he loves such as tacos and burritos or disc golf.

I believe the biggest reason that’s driving the growth of video is because of the proliferation of devices that can now support it. From desktops to laptops, tablets to smart phones—all powered by the ever evolving and improving Internet accessibility. And, videos offer both visual and verbal cues for information sharing that can appeal to the viewers visually, verbally, and bi-modally (both visual and verbal) inclined.

At this point, the only drawback I can think of is the sheer volume of videos out there now. Because of how easy videos can be made these days, more people have the capacity to become videographers; and this translates to more competition.

Does it mean that you shouldn’t try?

Of course not!

In fact, for your Seriously Simple Marketing Hack, here’s what you can do—

1. Take your smart phone and set it up to shoot a video.
2. Point the camera on you and film a simple welcome video to your blog or website.
3. Upload the video on YouTube and be sure to put your website or blog address in the description.

Will it be an amateur video? Yes! Don’t sweat it 🙂

Progress is better than perfection.

You will have enough time to hone your video production skills, figure out how to create a great video, even figure out if this is the right direction for your content. In the meantime, rest easy knowing that you have a video you can use should you need it.

– Mercer