Developing a video content strategy

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In order to have an effective video content strategy, the business will need to develop a roadmap outlining the coverage; the editorial direction; the aims; production; and the analytics of success.

In-short, some of the following questions should be addressed:

  • Who is each video item aimed at?
  • What are we hoping to accomplish?
  • What topics will be covered?
  • What do you want the viewer to take away from the video?
  • How will the content be presented?
  • What KPI’s are you using to monitor performance?
  • Who is responsible for creating the content; when; and how?
  • Where will the content items sit on the portals?

Video Usage Statistics

In order to inform and guide video strategy, this section highlights some recent statistics that will better explain the changing face of the content business.

These statistics are worthy of your attention:

  • According to Cisco’s Visual Networking Index, by the end of this year (2018), video-based traffic will account for 80 per cent of all consumer internet traffic
  • 59 percent of Executives would rather watch video than read text
  • 4x as many consumers would rather watch a video about a product then read about it
  • 74 per cent of millennials find video helpful
  • 60 per cent prefer to watch a video to reading a newsletter
  • 92 per cent of mobile video consumers share videos with others
  • Social video generates an astounding 1,200 per cent more shares than text and images combined
  • Publishers using video enjoy 41 per cent more web traffic from search than non-users
  • Video drives a whopping 157 per cent increase in organic traffic from Search Engines
  • Adding video to Emails increases the CTR by 200-300 per cent depending upon interest area
  • Combining video with full-page ads boosts engagement by 22 per cent
  • Property portal listings that include a video receive almost 400 per cent more inquiries than those without one
  • Fifty percent of executives look for more information after seeing a product or service in a video
  • 65 per cent of Executives visit the video marketer’s website
  • 39 per cent call a vendor after viewing a video
  • According to 70 per cent of marketers, video produces more conversions than any other type of content
  • Including video on a landing page can increase conversion by 80 per cent
  • The average conversion rate for websites using video is 4.9 per cent compared to 2.9 per cent for those that do not use video
  • 74 per cent of users who watched an explainer video to learn more about a product or service ended up as purchasers
  • 77 per cent of consumers say they’ve been convinced to buy a product or service by watching a video
  • 90 per cent of users say that product videos are helpful in the decision making process

YouTube

YouTube offers the potential to generate both paid sign-ups AND a ton of ad sales revenue without paying commission.

The key things to remember with YouTube is the massive potential reach; and (importantly) the increased lifecycle of the content item. Video content of a review can last for years.

A timely 20 minute professional-looking review of Star Wars for example would likely yield >100k views over a 3-4 month period. This is far more than a text-based review would likely receive.

Facebook

Facebook’s Mark Zuckerberg recently announced that the Facebook platform was generating in excess of 8 Billion video views per day.

It is therefore imperative that any and all free to access videos produced by the business are posted to Facebook.

Periscope

Periscope is a video streaming app owned and operated by Twitter. Due to its continued integration into the Twitter platform Periscope offers publishing businesses the opportunity to live stream on-the-fly using merely a mobile phone.

This method is suitable for lo-fi commentary, or live video rather than professional quality news-based editorial.

Other Video Websites

Lots of websites out there that the content producer can post to. I have listed my favourites, however other high traffic destinations include:

  • VIMEO
  • DAILY MOTION
  • LIVELEAK
  • META CAFÉ
  • USTREAM

 

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