6 Ways to Capitalise on Video in Content Marketing

Video in Content Marketing: 6 Ways to Capitalise on this Growing Social Media Marketing Trend

Brands are constantly looking for innovative and more exciting ways to engage with their audiences, and the latest of these trends is video in content marketing. The success of multimedia marketing is growing, with the Axonn Research Video in Content Marketing survey revealing that more than two-thirds of companies surveyed are now using video in their content marketing strategies. Audiences are also really embracing this new trend, with video views and engagement rates rising.


The rise of video in content marketing


Image courtesy of Authntk

Yes, we have all heard the cries and screams that organic reach is dead. However, it’s simply a classic case of which side of the coin you choose look at! It is an opportunity to develop new marketing methods and creative ways to embrace the changing world of marketing. Instead of simply throwing messages at consumers once or twice a year, the focus is shifting towards fostering and building new customer relationships. Many marketing experts are beginning to realise the importance of regular engagement with their audiences, and an effective way to do this is through the use of videos. According to Dr. James McQuivey of Forrester Research:

If a picture paints a thousand words, a video paints 1.8 million words!

In an age of information overload, it’s vital for small businesses to offer content that is easy and interesting to digest. According to 3M Corporation, 90 percent of information transmitted to the brain is visual, and 40 percent of people will respond better to visual information than plain text. The Internet is now beginning to evolve to reflect this natural digestion of information and to be successful, marketing content needs to embrace this change and roll with it.


The following interesting statistics were revealed in the latest Adobe Digital Index Social Intelligence Report:

  • VidFB video play growtheo engagement rate has increased by 25 percent year-over-year, and 58 percent quarter-over-quarter
  • Post with links are up 77 percent year-over-year
  • Video plays are up 785 percent year-over-year and 134 percent quarter-over-quarter after auto-play videos were implemented in Q4
  • Facebook ad Cost Per Click (CPC) is down 2 percent year-over-year
  • Facebook ad Click Through Rate (CTR) is up 160 percent year-over-year
  • 16 percent of likes occur on Fridays
  • 16 percent of shares occur on Friday

What these statistics mean:

The report highlighted the significant changes across social networks which increases the importance of video and image related posts. Through the use of videos marketers are given the opportunity to directly communicate and engage with their customers, and for customers to then share and promote their videos. For this reason, posts with multimedia content are beginning to draw greater traction than ever before.

Facebook share of post type

After an expensive holiday season, brands should continue to create and run Facebook ads as the CPC is back down and the CTR is still growing. Also Facebook is continuing to develop new ways for advertisers to expand their marketing campaigns into mobile apps. For more information regarding Facebook updates, refer to our weekly article.


The report also revealed that the optimum time or companies to post videos is on Fridays. Videos posted on Friday have the highest share rate, which means that brands’ video content is reaching the highest number of people and being exposed to a larger audience than on any other day of the week. Social media sharing is the new form of WOM. Engage with your audience, and they will reward you by sharing your video with others.

FB brand post video plays by day


6 ways to embrace video in content marketing

Your audience and their needs are evolving, so if you want to remain successful, you need to start thinking about evolving with them and embracing video. Social video marketing (SVM) uses tools to support social activity around videos, so just how can marketers use this to their advantage? Here are five helpful ways for companies to take advantage of the growing power of social video:

  1. Embrace the change – Don’t waste time wallowing over the death of organic reach! Instead focus on the possibilities that video content and multimedia content marketing have to offer.
  2. Make content creative and personal – It is important to make your video content, and the campaign strategy you build around them, more creative and personal. Information delivered through video is much easier for people to digest, so create videos that are entertaining to keep your audience interested. Aim to inspire people from being passive observers to active participants, encouraging your audience to engage and share you video.
  3. Quality not quantity – Focus on the videos’ content, not length. With attention spans constantly getting shorter, capturing people’s attention is becoming increasingly difficult. In fact shorter videos with dynamic content can be more powerful and much easier for audience’s to digest.
  4. Be consistent – Make sure you are posting videos at regular intervals and always be consistent with your messages. People will start to value your videos, and regard them as a reliable source. Statistics say 25 percent of all video posts released throughout the week gain the on highest engagement rate and generate the most traction on Fridays. Therefore to capitalize on this we recommend posting regular videos on Fridays.
  5. End all videos with a question – Encourage a response from your audience. What better way to generate a conversation between you and your customers than asking them questions directly? Furthermore, respond to their comments and answers. For small businesses this is of particularly great importance, as it shows customers that you value their opinions which will help to foster the growth of your relationships. Invest time into getting to know your audience, and reward them with acknowledgment or a reply when they are engaging. By effectively capitalizing on videos in content marketing, brands can create deeper customer relationships.
  6. Promote videos – Creating and posting videos is not enough. Companies must also promote their videos across multiple channels. Videos need to be easy for people to find and share to fully realise their potential. Therefore the promotion of videos is a crucial element in creating successful long term content and social marketing strategies.

Are you embracing video and multimedia content? If so, do you have any more tips to create effective and successful videos?

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