When it comes to telling your brand’s story less is always more. In the last few years, mobile devices and consumers have been changing the way brand’s tell their stories online. Brands are using visual content to tell their brand’s story. Visual content including infographics, memes and videos are evolving the role of a content marketer. Many social media platforms have been key to this shift including YouTube, Instagram and Pinterest.
Why the revolution in content marketing? Visual content has always been more appealing than reading text on a screen due to its highly engaging nature. The reason behind it is that our brains are wired to process visual content 60,000 times faster than text. We are 40 percent more likely to respond and engage with visual information than plain text (Source: Zabisco).
The Shift to Video Content on Social Media
Instagram revolutionized the social media world in the first 10 days of its launch with over10 million users signed up. The the mobile photo sharing app allows users to snap and share “the world’s moments” on the mobile devices. The mobile app was threated when Vine launched earlier this year. However, Instagram gave their users the ability to take 15 seconds of video content and retained their users’ loyalty. Today, it has over 130 million users and has a bigger engagement rate than Vine.
Within a year of launching YouTube became one of the fastest growing sites on the Internet with more than 65,000 new videos in July 2006.Today, more than 72 hours of video are uploaded on YouTube every minute.
Video for Your Business
In the B2B Content Marketing Report, marketers reported that videos are the fifth most effective content type to reach business to business (B2B) audiences – making videos an integrated part of the content marketing strategy. Effective videos are unique, human and connect to your audience.
However, what kind of video content is right to tell your brand’s story? There are many ways to tell your brand’s story through video including:
- Product videos
- Tutorials
- News
- Ads
The Kind of Video Content You Should Create for Your Business via Moz Whiteboard Friday
In a recent Moz Whiteboard Friday video, Phil Nottingham explains the value of video content and the kind of videos businesses may consider creating. Phil uses examples of the most engaging videos businesses could create from in-house to professional production videos. Video content can be used to demonstrate thought leadership, showcase products and services, announce news and much more.
Businesses can tell stories about the core values of a brand and engage their audience through video content. Selling a brand through video does not have to be complicated or long. Brands find that an effective story is short and compelling. It allows them to connect on a personal level and have their messaging resonate with them. From short product videos to thought leadership pieces (traditionally Whitepapers and ebooks), businesses will see a shift in how video content is produced and consumed.
Videos are no doubt on the rise and becoming one of the fastest growing pieces of a content marketing strategy. By using a video content marketing strategy, companies can build brand awareness and increase leads and even sales. The most viral videos we have seen on the web are simple, unique and engaging. Most importantly, it tells the audience a story.
