e take the risk of telling you loud and clear: there's never been a better time to invest in a video-based content strategy.

And we explain why.

Video is no longer the "future of marketing". It's the norm, and has been for some time now.

This doesn't mean that video marketing is stagnating, quite the contrary.

The importance of video continues to reach new heights, driven by major marketing trends.

Let's take a look at these trends and see why it's never been more important to make video the mainstay of your entire content marketing strategy.

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^{‍Why make video your primary medium?}

According to John Bonini, founder of Some Good Content Coaching, it's a good idea to choose a medium in which you're likely to excel.

For many brands, this medium used to be text, and for a long time, content marketing was equated with a "blog post". There's been a lot of evolution!

Video shouldn't just be part of your content strategy. It should be the beating heart.

1) The magic of video, especially right now, is that you can reuse content on every impactful organic channel to create demand.

HubSpot data shows that 46% of marketers say reuse is their primary approach to sharing content across different channels, compared to 35% who tailor content to each platform.

Problem: many brands simply reuse content without a clear strategy.

Knowing how to reuse content has become essential because it's

a) the best way to test which content and message work, and

b) the best way to reinforce winning content ideas.

Creating content from scratch for every channel is simply no longer feasible. Especially when you're faced with an algorithm that favors video on most channels.

2) Video is the first channel for expertise-based content

With written content, expertise is hard to find and even harder to prove.

And your customers are more demanding than ever.

These same customers generally need to be convinced of the unique value of your product and your company's vision, in order to grasp how your product can make them more efficient, happier, better... you name it!

What's it like? The video. (Tadam!)

Your marketing team (hopefully) deeply understands your customers' problems, but it's unlikely that they specialize in your customers' trade or discipline. You can't expect the content marketer or social media manager on your team to also act as an HR or cybersecurity expert.

So how do you create content that informs, entertains and influences your buyers? Well, by going out and talking to real experts through interviews, for example.

3) Existing channels increasingly impacted by video

HubSpot's State of Marketing report shows that brands are planning to invest progressively more in these three channels:

- The short video

- Influence marketing

- SEO

Video is of course at the heart of the first two channels, but it's also becoming increasingly important for SEO.

SEO is one of the few ultra-evolving acquisition channels, and video is increasingly influencing your SEO strategy, so take note! As a brand with a lot of exposure to video-related searches, we've seen more and more videos appear in SERPs (search engine results pages), as well as a better position of these video search results.

What's more, many SERPs now display "video intent", where only videos can rank in the coveted first position. We already know that younger consumers are more likely to go to YouTube or TikTok to search for a product or solution. But now, even users who continue to use Google are being directed more frequently to video search results!

This phenomenon follows on from video as the preferred channel for consumers and prospects.

Looking at the Wistia report, we can see that video consumption is on the rise. Here are some figures for the record:

- Audiences watched 12.2 million minutes of video in 2022.

- Audiences launched videos 59% more often since 2019.

- Video consumption by viewers is up 71% more than expected on 2019 levels.

No wonder companies have been so confident in the ROI of video in recent years:

- 52% of companies say that using tutorial videos to help prospects learn more about a product or service is their primary video marketing objective.

- 42% of companies believe that conversion assistance in the sales cycle is a key indicator of video success.

- 80% of marketers invested in live events in 2022.

- Videos over 30 minutes have grown by more than 11,000% over the past decade, compared with 36% for videos under 30 minutes.

4) Video has never been so easy to create... or so it seems!

So, if all this is true, why aren't more marketing teams already making video their primary focus?

After all, video is (still) relatively difficult to produce.

There's always been a production hurdle to overcome when it comes to creating video.

Yet not only have hardware and equipment become more accessible - you can literally record HD video from the little computer you keep in your pocket, your phone - but software has improved too.

We're seeing the rise of smaller, more accessible video editing tools that are easy to learn yet powerful enough to produce quality videos. The addition of AI tools to the process continues to democratize video creation even further.

In terms of pure technical process, the barrier to video creation is lower than ever. And it will most certainly continue to fall...

That said, let's be honest, what it takes to create an excellent, high-performance video is more than you might at first imagine.

We're not talking about the number of views, but rather how to reach the right viewers for optimum impact. Ultimately, the success of a video depends on factors outside the technical production:

What angle have we taken? Do we really understand our target audience enough to know what interests them, what challenges they face or what their interests are?

Now that video production is easier, marketers can spend more time focusing on these issues and fine-tuning the actual content of their videos. As video production becomes easier, video strategy becomes more important, more precise and more demanding than ever.

Success with a video-based content strategy

Ultimately, it's up to you to examine your overall business and marketing objectives, create a content strategy that best supports them, and determine whether or not video should be part of that strategy. But for most teams, the answer will probably be... yes.

If you decide to invest in video as your primary medium, remember that it's a long-term strategy. It's unlikely that you'll create a single video, reach a large audience and attract a million users for your product. Instead, be prepared to spend time learning what works, testing new things and really investing in video strategy as well as production.

And don't forget that there are experts who can help you on this subject ;)

Do you have a project?

Let's meet! amap communication and its talented teams are here to support you, from writing to producing your films and videos.

Contact us: info@amap-communication.com

Source : https://www.kapwing.com/resources/video-anchor-medium/?utm_source=newsletter&utm_medium=email&utm_campaign=anchor

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