Video Killed the Marketing Star: Should You Make a Video?

With more and more emphasis placed on content marketing as a way to gain increased mindshare and drive sales, it’s critical to have a comprehensive plan that includes channels and tactics that you think will move the needle the most. Video, especially on mobile devices, is increasingly becoming THE channel to use to capture those ever-important eyeballs of your key demographic.

Consider these stats for a moment:

  • 74% of all internet traffic in 2017 will be video. (stat source)
  • Midway through 2015, mobile video plays exceeded 44% — up 74% from 2014 and up a whopping 844% since 2012. (stat source)
  • Shoppers who view video are 81X more likely to purchase than non-viewers. (stat source)

Clearly, video can help your product or service have a bigger impact in the marketplace. And absolutely you should consider using video to tell interesting stories. But you should also NOT consider doing it.

Yes, not. Video can potentially hurt you. Because video is a touchpoint that requires a high level of commitment, viewers can become resentful when their time investment doesn’t prove to be rewarding, whether that’s due to an issue of poor quality or lack of content. Even worse, the video may create an unfavorable impression, souring the viewer’s perception of your brand altogether.

Fear not, though. We’ve developed this handy guide to help you determine if you should create that video or video series after all. (If you’re already sure you need a video, take a look at how we’ve helped produce effective video content here.)

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