Ok let’s just get all the social proof/statistics out of the way
- YouTube has over a billion users — almost one-third of all people on the Internet
- YouTube is the second largest search engine (behind google)
- On average, there are 1,000,000,000 mobile video views per day – that’s only mobile
- Video accounts for more than 74% of the internet – kpcb
- On just mobile, YouTube reaches more 18-49 year-olds than any TV network
- Social video generates 1200% more shares than text and images combined – Brightcove
- 300 hours of video are uploaded to YouTube every 60 seconds (imagine what it’s like if you add Facebook, Vimeo, Wistia and all the video teaching sites)
- Companies using video see 43% more traffic than their competitors – Aberdeen
- Video on a landing page increases conversion by 80% (or more) – AdelieStudios
- Video drives a 157% increase in organic traffic from search engines – AdelieStudios
- Youtube is almost 12x bigger than Facebook for hours viewed – VentureBeat
- Four times as many consumers would rather watch a video of a product than read about it – eMarketer
I could fill a series of blog posts on the statistical evidence of video and its benefits. There really is no way it can be denied – video content reaches more people, converts them and, more importantly, connects with them than any other viewable source of media consumed.
So how will this go down in 2017? No one has a magic crystal ball, but here are a few things that seem likely.
FOMO (Fear Of Missing Out) will become a reality
I grew up in rural Alabama. We had 3.25 channels depending on the weather. It was so backwoods, red-neck, hillbilly country that we couldn’t get cable TV. All my friends had cable. They talked about shows I’d never heard of, commercials I’d never seen and worst of all, music I’d never heard of (it was the golden era of MTV).
I felt like I was always missing out on the experiences of my friends, and you know what, I wasn’t wrong.
The simple truth is, if you’re not creating video content, you’re missing out. You can be fairly certain your competitors are on a video platform. James Wedmore, video marketing genius, loves to prove this by asking three questions. You can ask yourself these as I give them to you.
- Have you watched a video on the internet in the past week?
- Did you watch a free video online before buying his product?
- Have you made some of your videos freely available to your audience?
His point in these questions is obvious, right? We’ve all watched some kind of video in the past week, most of them were free, and we are missing out if we aren’t making some of our content as videos for free.
If you aren’t creating video content that’s freely available, you can be sure your competitors are. That means the largest, fastest growing medium is not something you can ignore if you want to be where your competitors are.
Business will (finally) start using video the right way
Do you remember watching TV and seeing the awful, low-quality local commercials? If you didn’t, here’s just a sample.
Answer honestly, did you just watch that video? If you didn’t, good for you! You’re so self-disciplined. If you did, good for you, you just proved my point. Video content draws people in.
But here’s the problem with video in the past. Just having a presence in certain markets was enough. Even a horribly low-quality video would still get you some attention. Some of these actually got a lot.
In today’s video world, you’re only another part of the background noise of the video world if you don’t make high-quality video.
Designers and brand experts have been saying this for decades. Your brand is the felt impression of your business. If you make something that looks bad, sounds bad or just looks unprofessional, it hurts your brand and in turn, loses revenue.
Creating Videos Will Get Easier
With more and more importance placed on creating videos, more solutions will become available. It’s already fairly easy to make great looking videos if you have just a couple of tools and the right understanding of visual story-telling.
There are already great options for making videos. Most smartphones are a great start for video creation. There are free and cheap video editing options like iMovie and Filmora. With about $1k, you can get into a great video package that rivals movie studios from 10 years ago.
The real separation between video’s that connect will be knowing how to use all these new options. Sure the options are available, but how many people will know how to use them?
Creative use of the tools that are readily available will be what elevates some videos above others.
What You Can Do About It
Maybe you’ve been thinking about getting into making videos before reading this. You might have even been convinced that video marketing is a need for your business. Where to start?
First, decide what you would like to communicate. This sounds strange, but a lot of people just want to use video as a platform, but they never think about what they want to communicate. You might want to do an explainer video, a tutorial, a walkthrough, highlight a new product, tell a story, feature an employee, or just ask a question.
Second, think about who you want to connect with. Different video platforms connect with different groups of people. So choosing the right platform based on your target audience is really smart.
Third, decide how much time and energy you can give your video project. If this is a one-time deal, you can give more to it. But maybe your not very video savvy. You might need to hire someone to do your video for you. You might need to invest in some training. Check out my Video Packages For Beginners That Won’t Break the Bank.
If you’re in the third category, you might consider pre-registering for my upcoming course How To Make Videos the Easy Way. In this course, I teach everything you need to know to make awesome looking videos using a budget of less that $150. It’s the best way I know if starting out in the video production world.