Video have been present for a long time now, as many production styles have evolved over the years, distribution channels have emerged, interactivity has blossomed and technology has changed the face of video forever. Even the influence of the video and voice message as it reaches the consumer in new and different ways has changed drastically.
The old cliché says, "A picture is worth a thousand words." Maybe that picture is no longer a picture, but a video? I believe there are probably millions of people who watch video who would probably agree.
Here are some facts according to Going Social: The State of Video in 2013 that support the paradigm shift from, "a picture is worth a thousand words" to, "a moving picture is worth a million people."
• Forty billion videos are streamed in the U.S. each month.
• Seventy-five million people watch videos online each month.
• $6.3 billion will be spent on video ads in 2015.
Video and SEO -- How Do They Work Together?
We are all aware of the changes that the world wide web have offered to businesses and marketers, but now that SEO has teamed up with the video content to make it even more searchable than ever. If in the past, you needed to use DVD, retail displays and broadcast television, now you have global reaching power because you are equipped with SEO by your side in tandem with video.
It has been cited many times that Google favors video, and after all, they do own YouTube, the second largest search engine in the world -- second to Google, of course. Google also knows that videos are everywhere, not just on YouTube and on your company website. They are also on social media channels and being watched on your smartphone sitting right in your pocket or hand bag.
When videos are being produced, marketers have to pay more attention not just to their content in the video and who they are producing for, but also for the search engine requirements. Based on consumer trends , broadcast TV has now been overtaken by digital media by almost 45 minutes more per week. That should tell you that digital video and SEO are critical for your marketing efforts.
Start Integrating Video Into Your Marketing -- Now!
The production of video comes with some implications just like media buying does. Video can behave very much the same way because you can produce your own video or pay an agency to do it for you, but either way they can be highly effective. If you decide to produce your own in-house, it is much like content marketing or owned media. You can have more control over the outcome of your message and it will be less expensive, but the downside may be that your production quality will probably suffer. In some cases, this lack of quality content can hurt your brand's reputation and brand image, so chose wisely.
Marketers Love Video and Everything It Brings to the Brand
When video and the web are combined, nothing seems to communicate stories more effectively. Marketers know this and they are increasing their marketing budgets to accommodate video.
According to ReelSEO's 2013 Q4 Video Marketing Survey & Business Video Trend Report, their findings are giving us an indication that video is on the rise and marketers should take notice.
• 93% of marketing professionals are implementing video in their strategies.
• 84% are using video for website marketing.
• 82% have expressed the positive effect video has on their organization.
Reach and Recall
Marketers always think about reach and recall. The good news about these two key performance indicators is that video is known to enhance a marketing campaign's reach, and at a lower cost. In the Nielsen and the IAB report we can see that the video is also known to make a marketing campaign more effective through generating an increase in brand recall (+33 percent) and message recall (+45 percent).
If a picture isn't worth a thousand words any longer, it may just be worth a million eyeballs or even increased sales.