Hopping in the ‘wayback machine,’ the expression “Use a Picture. It’s worth a thousand words” appeared in a newspaper article in 1911. True back then, more true today!

Forward-thinking marketers know that providing great content—valuable, relevant material to attract, inform and engage an audience—is at the heart of effective marketing. And in that regard, visual content truly is “worth a thousand words.”

Today’s consumer is wired and online almost constantly. With so many messages coming from so many directions, how do you grab an individual’s attention in a meaningful way?

The Answer is Video Marketing

Research indicates that 81% of businesses use digital video as a marketing tool and it is predicted that 85% of all internet traffic in the United States will be video-based by 2020. It is similarly reported that digital ad spending continues to grow dramatically with more than 50% of consumers viewing digital video marketing at least once a week; 36% consuming video daily.

What Shapes the Future of Video Marketing?

Let’s take a look at 7 findings in the emerging and increasingly important video marketing world:

  • Make it Authentic. In today’s environment where discussions of “fake news” and suspicions about the sources of information occur almost daily, it is critical to be ‘real.’ So, make your video marketing material really relate to consumers, as though you were speaking to them directly, not as a ‘sales pitch.’ 
  • Tell A Video Story. Stories are more interesting and involving for consumers and help them better connect with a brand. Stories make a brand more ‘human’ and more relatable and that helps the brand stand for something more than just a sale. 
  • Self-produced Videos. Smart phones and ‘selfies’ have made self-produced videos normal and even expected, authentic and relatable. No need to spend lavish production dollars that may well come across as pretensive and clearly “advertising speak.” 
  • Offer Some How-to’s. Consumers are always looking for ways to do things, insights on life and helps with their daily priorities. A how-to video fits perfectly here. 
  • Clearly Identify Your Target Audience. Define your target audience first, followed by selecting the specific video marketing channel to pursue. Then, match the ‘voice’ of your message to the audience and the medium. 
  • Vlogging is In. Vloggers can capture aspects of their lives or businesses in ways that draw the consumer into their ‘world. It’s a simple way to connect with your audience. 
  • Virtual Reality. Companies like Lowe’s have used virtual reality video marketing as a means to show people how to remodel their homes. This approach can be used for lots of brands.  

The future of video marketing is here. How will you apply it in your world?