How Videos Can Improve Your Content Marketing Strategy

May 12, 2017
3 mins read time
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In the age of ‘always on’ and instant access, consumers’ attention spans are shorter than ever – and there are more brands competing for that attention every day. To cut through the noise, marketers need more than content, they need visual content. And when it comes to visual content, video is king.

By the end of 2017, 74 percent of all internet traffic will be from videos. That’s right, people spend a significant amount of time watching videos online. In fact, 45 percent of people watch more than an hour of Facebook or YouTube videos every week.

By the end of 2017, 74% of all internet traffic will be from videos.Click To Tweet

Not only are videos better at grabbing and holding people’s attention, they also help people better retain information. If someone simply hears a piece of information, they’re likely to only remember 10 percent of it three days later. However, if relevant visuals are paired with that same information, people retained 65 percent of it three days later.

The Challenge of Video Marketing

Just as every marketer needs a diversified portfolio of content, brands should test different types of video content to identify what resonates best with their target audiences – from ‘how to” and product videos to interviews and customer stories.

But quality videos typically require large amounts of money, time and effort for brands to create. In fact, 83 percent of marketers said they’d like to create more video content if they didn’t have restraints like time and resources.

83% of marketers said they’d like to create more video content if they didn’t have restraints like time and resources.Click To Tweet

Leveraging Customer Videos

Luckily for brands, consumers are already creating authentic, intriguing and high-quality videos about their brands, products and services. This user-generated content (UGC) is not only trusted and freely created, it’s abundant.

UGC makes up 32 percent of the top videos on YouTube and more than 50 percent of the top recordings on Facebook. So how can brands leverage this video gold mine?

User-generated content platforms, like Stackla, enable brands to seamlessly find and curate the best consumer-created video content from online sources and publish them to their owned and paid marketing channels. At Stackla, we can not only pull video content from a large variety of sources like YouTube, Vimeo, Facebook, Twitch, Livestream, Ustream and Wistia, we also give brands the ability to let customers upload videos directly onto their company’s website.

Promoting Video Ads

Digital ad spend is about to surpass TV ad spend. But while consumers are pushing brands to shift advertising dollars to online channels, they still crave video content – even when learning about new products. Four times as many consumers prefer to watch a video about a product than to read about it.

Leveraging video content throughout your paid digital channels, whether brand-created or customer-created, has proven to improve ad performance. However, if your brand is going to use UGC videos in paid ads, your company’s legal team will tell you it’s prudent to get permission from the creators first. This is where rights management tools come in handy.

At Stackla, for instance, we allow brands to seamlessly request fans’ permission to feature their content in their brands’ marketing via direct reply or registration. For example, if you liked a YouTube video a customer posted of your product, our platform allows admins to send a customized reply to that post either asking them to directly reply to your message indicating their approval, or prompting them to visit a unique link where they can verify their identity and agree to your terms and conditions. This is an approach both marketers and legal teams love since it’s quick, easy and can be adapted to fit your brand’s needs.

Optimizing 360° Videos

Providing a 360-degree, immersive viewing experience, 360 videos are the latest, most engaging way for people to interact with video content. Not only do 360 videos give audiences a complete, spherical view of the recorded content, but they also allow viewers to control how they view these videos by letting them explore the angle, direction or perspective they wish to watch through.

See how this Contiki customer created and shared an awesome 360 video on Facebook.

While companies like GoPro have been enabling people to shoot 360 videos for years, tons of other 360 cameras and lenses have hit the market recently, helping to spark the growth of user-generated 360 videos. Not to mention social sites like YouTube, Facebook and Vimeo all now allow users to upload 360 recordings.

Stackla has been the leading technology helping brands leverage and optimize these interactive videos across all their customer touchpoints: websites, eCommerce pages, paid ads, emails, etc. Including 360 videos throughout your owned and paid channels is not only eye-catching, it’s ultra engaging for customers seeking unique and compelling online experiences.

Want to take your content marketing strategy to the next level with dynamic video content? Fill out the form below to get a personalized demo of Stackla’s comprehensive user-generated content marketing platform.  

 

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