Last year, Forbes and several other business thought leaders predicted that video marketing would flourish in 2013. This year, the same sentiments are echoed in places like Search Engine Watch and Vidyard.
With the extraordinary proliferation of Vine and Instagram videos and the continued popularity of Youtube and mobile, the evidence is so compelling and the data so abundant that it almost doesn’t bear repeating: video marketing is here to stay. Specifically, short-form video and mobile video will both ramp up, and any brand that chooses not to investigate these trends will be doing itself a disservice. Search Engine Watch has even predicted that the content marketing arm of brands will have to become more like newsrooms in order to remain competitive.
It’s very easy to see that, in 2014 and beyond, video marketing will remain a fixture of content marketing. As we have said before, if content is king, then video is his crown. But content is still king…a rather important distinction.
It’s very tempting to talk about marketing with buzzwords like “content marketing” and “video marketing”, but at the same time it’s worth remembering that these are just buzzwords. When we talk about content marketing and say things like “content is king”, we are talking about the importance of three mediums: writing, imagery, video, and what they can do for your brand. These different forms of content all have their own uses, and understanding their correct use is more important than ever.
Video as a Form of Marketing
While the importance of video marketing is no longer in question, every brand should understand why they want to produce video in 2014. If your goal is to deploy video regularly (say, 52 times a year), it’s important to realize that video does have certain shortcomings.
Namely, watching video in 2014 is still not an interactive experience. The sharing of video is certainly interactive, and it could be argued that this is largely the appeal of video marketing as a whole. But watching a video is still not as interactive as reading a piece of content or playing a branded game. Pausing video, indexing different parts of a video, being able to “skim” through a video – these activities still haven’t been optimized. Reading through a blog post, being able to find the parts you’re interested in, obtaining vast amounts of information from an infographic all at once, but on your own terms – these are things that video currently cannot offer.
The writing and imagery arms of content marketing still hold all the cards when it comes to the interactive transmission of complex, meaningful information that is key to effective marketing. Many people read and process written and visual content much faster than they would be able to process the information in a video. Really, it’s no surprise that infographics are becoming increasingly popular, or that they increase in volume by 1% every day.
In other words, recognizing that video is important while remaining cognizant of its purpose is going to be increasingly important in 2014 if you want to be competitive with your content marketing. At the end of the day, the smartest brands know that quality and creativity outweigh quantity and production value when it comes to swaying hearts and minds.
Video is incredibly powerful. It taps impulse decision-making on the shoulder, creates good feelings in the right target audience, and is compulsively shareable. These are its great strengths, and the door remains wide open for video producers and marketers to really change the way marketing is done. If video is deployed effectively, none of its shortcomings matter. But they’re still important to keep in mind.
Video marketing is the newest, most precocious member of the content marketing family, and at this point it’s not even a question – we all love video. But it’s also up to all of us to figure out how we want to nurture and raise it.