Video Marketing in the Future: A Path to True Engagement

By 2020, it's estimated that 81% of internet traffic will be video content. As businesses look ahead to this transformative shift, one question remains: will 1 in 100 videos be good enough for future marketing efforts? This article explores the evolving landscape of video marketing and provides insights on how to create engaging, effective, and strategically valuable video content for your brand.

Understanding the Shift: Video's Dominance in Internet Traffic

The rise of video as a dominant force on the internet has been a trend for several years, and by 2020, it's projected that over 80% of all online traffic will be video-based. This shift is driven by advancements in technology, increased smartphone usage, and the growing preference for visual content consumption. However, for businesses, the challenge lies not just in consuming this trend but in harnessing its potential for marketing success.

The Issue with Current Video Marketing Strategies

Many businesses are currently making the mistake of using video solely for the purpose of selling. A common pitfall is the creation of random, one-off video presentations without a clear strategy or consistent branding. These disjointed attempts at video marketing often fail to engage audiences on a meaningful level. To transform this reality, businesses need to shift their focus towards creating a series of branded videos that resonate emotionally and intuitively with their target audience.

The Power of Brand Engagement Through Consistent Video Content

Contrary to the misconception that a single good video is enough for success, it is the consistency and quality of video content that truly drives engagement. A series of well-crafted, brand-aligned videos can build trust, establish a presence, and foster long-term relationships with customers. This isn't just about entertaining the audience with visually appealing content, but also about providing value through educational or inspiring content.

LeVERAGE Your Website for Effective Video Marketing

Your website can serve as the primary platform for selling and providing detailed information. However, it is your videos that can attract users, initiate emotional or intuitive appeal, and ultimately drive action. By leveraging the integration of high-quality video content with your website, you can create a more cohesive and compelling user experience. Here are some strategies to achieve this:

Optimize for SEO: Use title tags, alt text, and tags to incorporate relevant keywords into your video content. This helps improve your video's visibility in search results. HTML5 Compatibility: Ensure that your video players are HTML5 compatible to support a wide range of devices and browsers. Mobile Optimization: Given the prevalence of mobile devices, make sure your videos are optimized for mobile viewing to reach a broader audience. Embedding: Embed videos on landing pages, product pages, and blog posts to increase engagement and drive traffic back to your website. Create a Content Calendar: Plan and schedule regular video uploads to maintain a consistent stream of content and keep your audience engaged.

Conclusion: The Path to True Video Marketing Success

(1) Understanding the shift in internet traffic towards video content is crucial for any modern business. (2) Creating a series of branded, high-quality videos that engage and resonate with your audience is key to driving meaningful results. (3) Integrating these videos seamlessly into your website can greatly enhance user experience and drive both engagement and sales. By focusing on brand engagement and consistent, valuable content, businesses can navigate the evolving video marketing landscape and achieve true success.