Digital media is constantly evolving, with trends appearing and disappearing rapidly. Lately, there has been a noticeable shift toward video content. Numerous publishers, from well-established names like Mashable, MTV News, and Vice to smaller enterprises, are transitioning from text-based content to video. In this article, we will analyze the reasons behind this trend and explore the advantages and disadvantages of video content marketing, showcasing examples of successful video content. To understand this shift, we need to examine its origins.
The Rise of Video: Why Are Media Companies Making the Switch?
The most common explanation for this “pivot to video” is the changing media consumption habits. The idea is that people are moving away from reading and embracing video content.
Image/data via Business Insider There’s evidence suggesting that video is being perceived differently. According to a a recent study study by video analytics company Vidyard, many marketers now consider video a crucial element of their content strategies:
Image via Vidyard However, some believe that the true motive behind this shift is video ads are harder to ignore than banner ads. Another theory gaining traction suggests that this shift to video is a strategic move to align with Facebook’s objective of prioritizing video content. As John West stated in a recent article on the trend for Quartz, “Facebook is heavily invested in promoting native videos—videos viewed directly on their platform—and publishers are quick to respond to such directives.”
The Influence of Media Giants: Why Should Marketers Pay Attention?
Major media companies wield significant influence, shaping not only consumer behavior but also purchasing decisions. Content marketing, though rooted in SEO, is now heavily impacted by mainstream media consumption trends. If these media giants declare video as the future, marketers are sure to follow.
Image via Medium This mirrors the trend observed with written content a few years ago. When newspapers and magazines shifted towards longer, in-depth articles, marketers and B2B companies quickly adapted their content strategies accordingly. Similarly, the rise of professional video content online has led to its increasing prioritization in marketing.
The Two Sides of the Coin: Pros and Cons of Video Content Marketing
While producing more video content offers advantages, it also presents challenges. Let’s delve into both sides.
Advantage #1: High Engagement with Video Content
One of the primary benefits of video content is its exceptional engagement rate compared to other content formats. According to the Content Marketing Institute, audiences are almost ten times more likely to interact with and share video content compared to other formats. This level of engagement makes video a highly appealing option for publishers and marketers. Beyond its generally strong engagement, video thrives on social media, particularly Facebook. As Buffer noted in an exhaustive study of social media engagement last year, video dominates as the most popular content format on Facebook, surpassing links by a significant margin:
Image/data via Buffer While video engagement is generally high, it can vary based on the type of video content. We’ll explore this further with examples. Video content also excels in metrics like time-on-page. Wistia’s findings indicate that people spend more than two and a half times as long on pages with videos than pages without:
Image/data via Wistia
Advantage #2: Improved Conversion Rates with Video Content
Besides its impressive engagement rates, video content has the potential to boost conversion rates, particularly on landing pages. In a case study featured at the Unbounce blog, Vidyard conducted an experiment where they added a video to one of their landing pages. Initially, the average conversion rate was 6.5%. They tested two versions of the video: one in a lightbox pop-up and one embedded directly into the page. The outcomes were remarkable.
Image via Unbounce/Vidyard The graph above illustrates the conversion rates for each test. The blue line (“Challenger D”) represents the video in the lightbox pop-up. The orange line (“Challenger H”) represents the embedded video. The third line (“Challenger J”) represents the page without any video. Challenger H, the embedded video, achieved an average conversion rate of 11%, a significant increase of 69%. However, the standout performer was Challenger D, the lightbox pop-up video, boasting a remarkable 13% average conversion rate—a 100% improvement!
Advantage #3: Repurposing Video Content with Ease
While video production might not be as straightforward as written content (more on this later), once created, repurposing and reusing the content for future projects becomes easy.
Elements such as title cards, images, and even footage can all be reused in future video projects, as we do here at nexus-security Various elements of a video, such as title cards, animations, music, sound effects, voice-overs, B-roll footage, and practically any other aspect, can be easily reused in subsequent projects. This maximizes the initial time investment and ensures consistency across various video properties. This aspect is particularly important when hiring a third-party production company. Before signing any contracts, clarify ownership rights of the assets after production and any potential fees associated with their future use.
Looking at the Flip Side: Challenges of Video Content
While video content offers many benefits, it’s crucial to acknowledge its limitations.
Challenge #1: High Production Costs Associated with Video
While writing might not be everyone’s forte, creating written content is relatively simple. A computer with a word processor or even a basic text editor suffices. The same cannot be said for video production. Even a basic office studio setup requires a significant financial investment in equipment, whether through renting or purchasing. Without proper training and experience, video production can be challenging, leading to costly mistakes, especially for beginners.
Even low-end video production equipment can cost several thousands of dollars. Image via Wistia. While hiring a production company is an option, it can be expensive and time-consuming, as it requires evaluating portfolios and reels before even receiving a quote. Although the barriers to entry in video production are lowering, it remains financially challenging for some small businesses and marketers. If establishing a video-focused culture within your company is a priority, consider exploring Margot’s recent guide. Alternatively, if producing high-quality DIY videos from home is appealing, it’s definitely achievable.
Challenge #2: Not All Audiences Prefer Video Content
While major media companies and social media enthusiasts might be enthusiastic about video, the same cannot be said for all audiences, particularly regarding news content. According to data from the Reuters Institute and Oxford University, 41% of Millennial media consumers prefer reading news content over watching videos, citing speed and convenience as reasons.
Image/data via Reuters Institute/Oxford University Interestingly, 19% of respondents believe that video content adds little to no value to a text-based news story. This is significant considering how frequently news websites embed videos alongside written articles. This data also raises questions about the role of personal preferences in media consumption. In a fascinating article for Entrepreneur, Liraz Margalit, a Customer Experience Psychologist at ClickTale, argued that reading and watching content are not just different consumption methods but utilize distinct cognitive processes and appeal to different mindsets. Margalit explained that a visitor’s intent influences their media preference. Those casually browsing are more likely to engage with video content due to their passive mindset. Conversely, visitors with a specific objective, like seeking information on a particular topic, tend to prefer text-based content as they are in a more focused and active mindset. While this data primarily focuses on news content, it highlights an often-overlooked aspect of video content marketing amidst the excitement surrounding its growth.
Challenge #3: Reach Limitations Due to Hardware Constraints
Even the most exceptional videos are ineffective if your target audience can’t access them. While advancements in mobile and internet video technology have made video content more accessible, a large portion of the global population still lacks access. This includes individuals with unreliable or slow internet connections, outdated devices, or those living in areas without internet access altogether. These demographics are less likely to choose video over lightweight text-based content. It’s also worth noting that, as recently as two years ago, more than 2 million Americans still accessed the web primarily through AOL dial-up (surprisingly), highlighting the significant disparity in broadband access globally.
Global internet access statistics by region in 2012. Image/data via Statista. Accessibility is another critical factor. While progress has been made in web accessibility for individuals with visual impairments or other disabilities, video content can still pose challenges for some.
Video Content That Works: Finding the Right Fit
If, despite the considerations, you’re determined to embrace video content, here are some examples of content types that translate well into video format. If you’re planning your content calendar and require these content types, incorporating video might be a worthwhile decision.
Instructional & Tutorial Videos
Need to explain your product’s functionality? Instructional, tutorial, and explainer videos can be highly effective in assisting customers.
Explainer videos excel in simplifying complex topics. A concept that might require thousands of words to explain in writing can be effectively conveyed in a concise and engaging video. Similarly, tutorials for specific or technical tasks often benefit from a step-by-step video format compared to lengthy written guides. Vox’s explainer videos exemplify this content type executed effectively. While the content itself might be considered somewhat light, their production quality and structure are commendable.
Screenshot taken from a Vox explainer video on climate change and extreme weather events, via Vox Media Considering explainer videos, it’s important to address video length. The Vox explainer video mentioned earlier has a runtime of 3:22. For online video content, this is relatively long, making it less likely for viewers to watch it entirely. Wistia, a video hosting service, discovered that the duration of a video has a direct impact on its engagement, particularly the decline in engagement after a certain point. The graph below illustrates how viewer engagement begins to decrease after 30 seconds, followed by consistent drops:
Image via Wistia
Interviews
Conducting interviews with thought leaders in your industry is an excellent way to establish valuable connections and solidify your site as a source of original content. Search Engine Journal’s video coverage of marketing conferences and events exemplifies how video can capture nuances that even the most well-written articles cannot. Their interview with Larry from Pubcon 2015, conducted by Kelsey Jones, is a prime example. It prompts the question: does this format enhance the interview experience compared to reading a transcript?
Time-Lapse Videos
If you’re active on Facebook, you’ve likely encountered those gif recipe videos that condense an entire cooking process into a 30-second clip. However, time-lapse videos aren’t limited to food; they can capture various processes, from constructing a building to before-and-after makeovers. This content format’s popularity stems from its suitability for social media. These videos are mute-friendly (many Facebook users disable sound on videos by default), concise, and encourage sharing—an ideal combination. For more guidance on utilizing video on Facebook, refer to our comprehensive post on enhancing your Facebook video marketing strategy.
Promotional Material
At nexus-security, we issue press releases for every significant milestone or noteworthy achievement. While it might seem surprising, press releases remain an effective method for disseminating company updates. However, when it comes to showcasing specific aspects of your business—like your company culture or brand values—video excels.
Promotional videos are an excellent medium to convey your company’s significance through visuals rather than words. You can create videos highlighting various achievements, from receiving prestigious awards to announcing acquisitions, or even showcasing office perks and fun company events. This video format is also highly shareable on social media.
Live Broadcasts
Remember the days when live blogging was prominent? While not extinct, it’s now more common for publishers and content creators to live-stream video from significant events. Live video streaming offers a unique advantage: attracting substantial traffic to your website if you’re broadcasting from a popular event at the right time. However, live videos have a short shelf life and don’t age well unless they capture a truly remarkable moment. Therefore, it’s crucial to integrate live broadcasts as part of a broader video strategy.
The Importance of Text-Based Alternatives for Videos
Despite video’s immense popularity, particularly on social media, not everyone enjoys this format. Neglecting those who prefer alternative formats is a surefire way to alienate a significant portion of your audience. Regardless of the content type, always provide a transcript or a standalone text-based accompaniment to your videos. This ensures inclusivity for those who either dislike video content or lack the means to access it due to internet connection issues or device limitations. This is particularly crucial for explainer videos and tutorials, as watching a video while attempting a task can be more challenging than following written instructions. Offering content in multiple formats caters to diverse preferences. As previously mentioned, accessibility is another compelling reason to provide alternatives to video content. Individuals might face limitations in accessing video content due to More than 8 million people in the U.S. alone have some sort of visual impairment or other disabilities. Making your content accessible to all visitors is paramount.
Proceed with Caution: Thinking Before You Pivot
While digital marketers need to adapt to emerging trends, blindly investing in video content might not be the optimal approach for every website and business. If you’re considering a strategic shift toward video content, thoroughly analyze your data to ascertain whether your audience desires more video content. While a pivot to video might be suitable for established brands like Vice and Mashable, a hasty decision without proper research could lead to unfavorable outcomes. What are your video content marketing plans for the coming year? Have you already started increasing your video content production or scaling back?