It is time to do that video!
Digital marketing began with the use of text posts to share content. Over the years, evolution in technology has led to new formats and options to share information on the internet. Initially, companies sought to set up business websites, adopt the utilization of analytics, and search engine optimization. These components of digital marketing were important then however audiences have changed over time. There is, therefore, a need to evolve per the needs and behaviors of the current crop of web audience. So what exactly has changed?
Audiences are currently using numerous techniques to block advertisements. Unlike previous years where consumers had the patience to read through the content, currently, ads are viewed as a nuisance. A report by Deloitte predicted that by 2018 most consumers would be using adblockers. In the report, this prediction termed this consumer trend as ‘adlergic’ behavior. For digital marketers, this means most ads are not being consumed by users. So where does video come in, In all this? YouTube has reported that the current rate of consumption on its platform is 250 million hours. This means the current generation is appreciating the use of videos in sharing content. Digital marketing, therefore, needs to evolve towards video content. Businesses have an opportunity to use videos to display their portfolio to customers. Additionally, product launches are being launched in the form of video. All these are steps currently being taken by businesses and are resulting in successful audience interaction. Video also requires the use of credits to support persons with hearing impairment. Marketers should seek to produce videos that are customized to audiences To sustain watch time. It is therefore important that digital marketers take advantage of the growing appreciation for a video to share content. What are your thoughts regarding video use in digital marketing?