There’s a reason 90% of brand advertisers have increased their investment in digital video over the last 2 years.
The US audience for digital video will pass 200 million people this year. Sure, plenty of these folks are watching the latest viral cat video or news anchor gaffe, but a whole lot of them are looking for advice on how to do something or are shopping around for a service or product.
Video is one of the most effective forms of marketing. 52% of advertisers say video has a better ROI than any other type of digital content.
And while Google has clearly made video a priority for advertisers, your exposure certainly isn’t limited to YouTube. Budgets on Facebook, Instagram, and other social channels have quickly shifted to video due to better direct response performance.
With nearly 70% of advertisers increasing video ad budgets in the next year, there’s no question that now is the time to get in.
By continually optimizing and analyzing the performance of your video ad exposure across screens, your message will reach precise audiences at scale, reducing waste, improving key metrics, and simplifying the complexity of video advertising while maximizing ROI.
Do not neglect social media and be sure to promote across multiple channels. If you want to fully realise video's potential, you must make it easy for users to find and share it.
Finally, be creative, not only with the videos themselves but in the campaign strategy you build around them. As my head of marketing likes to say, creativity wins over the cost of production every time. Get that bit right and video won't just be the future of content marketing, it'll be the future of content marketing for you.