What would you rather do – read an article, or watch a video? If you said video, you’re most certainly not alone. With an ongoing domination of social media channels, most notably Facebook, video is here and it isn’t going anywhere anytime soon. But is that really such a good thing?
There’s no denying the pronounced presence of video marketing; it’s hard to check Twitter or browse Instagram with an unavoidable stream of auto-play advertising. While the clear favourites stand out, lesser examples tend to blend together, leaving web users dazed and confused by a continuous video watching experience.
Despite the innate benefits – after all, video is highly connected to increased interaction, conversions, and an uptick in revenue – has video gone too far?
Easy Isn’t Always Good
As many video marketers have demonstrated, it doesn’t take a rocket scientist or a PhD to make a killer video. In fact, many successful examples – Buzzfeed’s Tasty series comes to mind – don’t require much more than a person or two, a camera, and a good idea. And with editing software and high tech equipment readily, just about anyone can call himself a video marketer in a matter of hours.
With the relative ease of video creation, more and more companies are jumping on the bandwagon. This doesn’t necessarily mean the content being produced is any good, however; unfortunately, many local examples struggle to keep up with what dedicated video agencies can create. The easy way out generally isn’t the best way, and video is no exception.
Quantity over Quality
In general, and especially when it comes to content creation, quality tends to rule. For written content especially, quality is extremely important – Google, for example, has made it clear that keyword stuffing, plagiarism, and poorly worded articles will no longer be tolerated. Videos, however, are a whole different ballgame. For businesses looking for a fast, easy solution, quality may not be the primary focus.
Effective videos make all the difference, but any video can be used to draw eyes. With no true way to rank video traffic or adjust search engine results based on quality, there’s a good case for quantity for those not well-versed in what it takes to create great video.
Too Many Cooks Spoil the Broth
With a marked increase in video production, what used to be effective doesn’t always stay that way. Video marketing seeks to accomplish several goals, and visibility is generally one of the main objectives. When used effectively, video can help companies and brands stand out from the crowd, draw attention to products and services, and provide competitive advantage over marketplace rivals.
But with too much market saturation, does this still ring true? Video on YouTube grows 100% year over year, and social media viewers are bombarded by hundreds of clips in a daily basis. In fact, 96% of B2B organizations use video in some way, shape, or form, saturating the market with more video than ever before.
How to Break Through the Clutter
No matter the growing presence of fast, easy, and low content quality, there’s a shining beacon of hope for those who see the value in video: a truly great concept is still a ticket to success. Consumers appreciate a video that can make a statement, one that makes them think, remember, and engage. From clever animation to a video that’s part of a well-planned strategy, there are so many ways to make your mark in the midst.
When you want your content to shine, the right strategy makes all the difference. Your video, no matter what you’re trying to accomplish, must offer value, enticing viewers with something new, different, and worth watching. The same old iMovie edits won’t do; you need something designed to wow, not wobble. With efforts that speak straight to your brand identity, your corporate culture, and your creativity as a company, you can send the message you have in mind without risking failure in a sea of sensationalism.
Video is a different medium than it was just years ago, but the frontier is still wide open and ready to be explored. The effects on conversion rates, lead generation, and even clickthrough rates are well documented, providing a great platform for those in the know. Despite the simple opportunities available to create marketing material, an effective video needs a carefully curated strategy, a knowledgeable team, and a wholly unique idea. With the right approach that focuses on what’s right instead of what’s easy, your video will be ready to make waves, no matter who else is trying to trample your domain.
In a sea of mass creation and tired ideas, your company deserves something truly spectacular to stand out from the pack. With Jumbla, you can create the video project you’ve always wanted in a way that’s guaranteed to stand out. Get in touch at firstname.lastname@example.org or click here!
Published on Sep 22, 2016
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