It’s said that video will account for 80% of all consumer Internet traffic by 2019. This is a considerable leap from its 64% share in 2014.
As a bunch of keen copywriters, we want to take advantage of this boost in popularity. So why not use video to support your written content? Is a clip more effective than an image? Or does it run the risk of overshadowing the rest of your content?
You’ll have to read on to find out!
The evolution of video
It used to be true that if you wanted to watch a three-minute clip online, you’d have to wait 30 minutes for it to load. Thanks to technological advances, most can now load in under three seconds. These quicker loading times have played a big part in the online video boost we’ve seen in the last few years.
As technology has evolved, video has come into its own and has taken over the Internet. YouTube alone uploads 300 hours of video content every minute.
Sharing clips is now easier (and cheaper) than ever. Most social media sites are able to accommodate video files, allowing people to upload from their phones in a number of seconds. It’s now so easy to embed a video onto your webpage, there is really no excuse for not having one.
Facebook is paving the way for online video. In fact, Nicola Mendelsohn (Facebook’s vice president) has claimed that the social network could become “all video” within five years. With pioneering developments such as Facebook 360 and Facebook Live, we are tempted to believe them:
- Facebook 360 is an interactive and immersive experience which allows you to explore a video from all angles. Users can even use their VR headsets to be transported to another location. This innovative technology is set to transform businesses worldwide: estate agents, for example, can provide tours of houses without the client being there, and retailers can entice customers with tours of their stores.
- Facebook Live does exactly what it says on the tin. It provides live streams to all of your followers. With this handy bit of tech you can stream events, lectures and even product explainer videos. As the clip is filming you can see how many people are interacting with the clip (including their names and comments), and then target them at a later date. As soon as the video is over, it’s saved to your timeline to share, tweet and embed for all to see.
So what can these developments do for your written content? Let’s delve a little deeper.
Video and written content – a killer combo?
Video is an extremely effective medium because it appeals directly to a wide audience on many different levels. It also builds trust between the consumer and the brand; 64% of users are more likely to buy a product online after watching a video.
It’s a medium that requires very little effort on behalf of the consumer. In fact, 59% of executives would rather watch a clip than read text. That’s why we’ve included a cheeky video on our homepage.
However, just because video is pretty effective it doesn’t mean that you should wave goodbye to all of your written content. For starters, Google would hate it! Second of all, written content is still king!
Long-form content allows for much more in-depth exploration of topics than a three-minute clip. Detailed guides, how-tos and instructional materials are often best suited to written content as this allows the reader to go at their own pace.
*Chart provided by Social Media Examiner 2016 Social Media Marketing Industry Report
Blogging is still considered the most important form of content, but if you look at the above graph visual content is slowly creeping up. This could be anything from photos, infographics, cartoons or even a flow chart or two.
The combination of written and video content can help drive traffic. The written content reinforces the story within a clip, and serves the purpose of helping that video become more searchable.
Your content strategy should include a combination of written text and supportive videos to really get your brand off the ground. Videos are easily shareable and will entice people in, whereas written content can provide in-depth information that helps persuade users to convert lower down the sales funnel.