If a business isn’t using video as part of their content marketing strategy, they may want to rethink that decision, marketing experts say.

Video is expected to make up 82 percent of internet traffic by the end of 2022, up from 75 percent in 2017, according to the Cisco Video Networking Index.

Marketing expert Tim Gerst told Forbes that video will be the primary marketing format for years to come, so content creators would be wise to become familiar with its creation.

Video ads on popular platforms YouTube, Facebook, Twitter, and TikTok make millions of dollars per year, but experts say to make a mark with content, creators must be able to stand out from the rest.

Gerst offered Forbes three keys for effective video marketing content:

  1. Captures a defined emotion
  2. Grabs attention immediately
  3. Less promotional, more entertaining

According to research from TechSmith, 83 percent of people prefer watching video than accessing information via text or audio.

Respondents also preferred videos that were between five and 19 minutes in length.

Experts say it’s no longer a question of whether a video should be created, but how to create effective videos that will grab viewers.

According to TechSmith, defining and understanding the audience is the most important factor in the creation process.

This includes knowing who they are and recognizing their problems, goals, and experience level.

With video’s popularity on the rise, experts caution that this means viewers know what they want, and won’t settle for less.

Understanding the audience’s needs will help marketers determine important factors such as the video topics, length, style, and format, experts say.

While most viewers don’t want to watch videos that are too long, they still must contain all relevant information.

According to TechSmith, viewers often don’t watch videos until the end. The top reasons viewers stop watching include:

  • They received the information they needed (24 percent)
  • They didn’t get the information they expected (17 percent)
  • They got bored or were uninterested (16 percent)

Experts say the best way to get started with video content is just to start creating. 

Businesses can take a learn-as-they-go approach to this type of content by posting videos and gathering feedback.

Over time, the audience’s preferred types of content will become clear, and marketers can focus on improving this content and continuing to tailor it.

However, companies that need extra help always have the option of hiring a content marketing agency, experts say.

These agencies help their clients build content marketing strategies based on keyword research and competitive analysis.

However, whether a company hires an external team or not, they always can begin by getting on their social media platforms and posting questions and surveys, experts say.

About Marissa Beste
Marissa Beste is a freelance writer with a background in journalism, technology, marketing, and horticulture. She has worked in print and digital media, ecommerce, and direct care, with roots in the greenhouse industry. Marissa digs into all types of content for Kaleidico with a focus on marketing and mortgages.

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