Don't Call Video a "Trend" in 2017. It's Reality. Are You Keeping Up?

At this point, saying video is coming to marketing would be like saying smartphones are starting to catch on. Think about how you use digital content. Whether it's on social platforms, YouTube, or a company website. Video now has firmly secured a seat at the marketing table. And watch out, because it's making a move on the chair at the head. By 2019, 80 percent of online content will be video according to That's because video can both educate and entertain; make a personal connection and let your personality shine; save you time and increase engagement.

Author and marketer Ben Angel calls video the "star of your landing page." What's so special about video? The interactive element makes your customers more likely to click. According to Angel, landing pages featuring videos increase conversion rates by 80 percent

Trying to figure out what to put in your video script? Ben Angel has some ideas in this -- you guessed it -- video.

The Power of Sharing

How have you shared content lately? Maybe a clip that made you laugh on Facebook? Or a video you found on YouTube that perfectly answered a burning question? Marketers like us make videos to engage viewers.

"Engage viewers and they will share the video with others. They will spend longer on your website and more time interacting with your brand." The Guardian

Did you know 92% of mobile video consumers share videos with others? Here are some other stats from Hubspot to consider as you launch or grow your video marketing efforts: 

  • Video in an email leads to 200-300% increase in click-through rate
  • YouTube reports mobile video consumption rises 100% every year
  • 65% of U.S. marketers plan to increase their mobile ad budgets to account for video

Finding Your Style

Don't just jump into video because that's where the crowd is headed. You first must consider what you're trying to accomplish before you get to the how. Nearly half (48%) of the most effective B2B marketers have a documented editorial mission statement as part of their content strategy says Joe Pulizzi of the Content Marketing Institute. Need help crafting your editorial voice? Check out this step-by-step guide for making a marketing mission statement. And no, that's not the '80s calling. Mission statements do have a powerful place in the digital world.

Once your have a target audience and messaging identified, you get into the details of video production. No matter who you're working with to produce your content or if you're going DIY (in which case, here are 4 tips for better iPhone videos), there are some keys to keep in mind. The best video content is easy to digest because most viewers won't stick with you for more than two minutes. And at Idea Decanter, we strongly believe in the power of narrative storytelling.  In the video above, Ben Angel says, "The only thing your competitors can't copy is the essence of who you are." Use video to bring out your personality.

Getting ready for the shoot? Check out: What not to wear on your video shoot

Measuring the Success of Your Video

Think you're done when your video content is posted? Wrong. Everyone in video is trying to justify the spend. Keep in mind if you're relatively new to video marketing (less than two years) that the payoff is not immediate. "It often takes 18 months to start seeing results from your content marketing efforts," warns Michele Linn, VP of Content at the Content Marketing Institute. She says the first step is making sure your team agrees on what you're measuring and how to measure it.

What do you care about? Views, likes shares, or comments? Track them. Then start thinking about the benefits beyond revenue. The content doesn't post then disappear into a vacuum. Well crafted videos can help clients or customers find you in the future.

"Just like a 401k, your investment in time and money for your content will likely not result in an immediate payoff, but the benefits that compound over time can be enormous." -Michele Linn, Content Marketing Institute

It's always a good idea to create a spreadsheet or matrix that helps you quantify performance, though seeing beyond the metrics is important too. Go back and analyze the video you created in 2016 asking: Did I keep the needs of my viewer in mind? Your audience has power in the world of online content -- the power of their mouse to click the stop button and shut you down. And you have the power to communicate on a whole new level: Video. If you're not using that power now, you need to start.

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