Video: The trend of communications for the next five years
Live broadcasts, broadcasts and stories – in 2017, almost all social media integrated these options into their functionality. In 2018, the trend of videoization will finally take root, and, according to messages by Cisco, by 2021, video will account for 82% of all Internet traffic.
A few facts about the perception of video content during the information boom. First, we remember about 95% of the information we get when watching videos, but when it comes to text, only 10%. Second, video advertising works more effectively by helping the viewer to become emotionally attached to the “history” of your company, organization, or project. As a result, you get more distributions, preferences, transitions to the required pages.
По- third, according to the research center Aberdeen Group , marketers who use video to time to promote products or services, will receive 66% more potential customers per year. In addition, it has been found that video helps increase brand awareness by 54%.
Accordingly, the ability of communications professionals to present the history of the brand in various media formats, qualitatively integrate video content and reach a larger audience is becoming increasingly valuable. Undoubtedly, video is one of the most promising types of content over the next 5 years. At the same time, it is one of the most financially valuable. If the brand aims to develop in this direction, it is necessary to fundamentally reconsider approaches to filling their own communication platforms. In particular:
- Determine in which communication platforms to integrate video and for what purpose it should be done.
- Build your own grid of thematic areas of video content. These can be company stories, product commercials, product reviews, how to videos, animated graphics, backstages or motivational videos, etc.
- Develop media content planning for selected sites with the main condition – systematic placement. Videos should be published at least once or twice a week (depending on the specifics of social media) and attract users to new views.
- There is also option without active replenishment of own resources. A high level of audience engagement is achieved by integrating news about the company, its products and services into the content of active influencers related to the topics and interests of the brand.