Hit list: Viva la video (video)
Let’s talk video content. Do you need it? YouTube users watch more than 500 million hours of video EVERY DAY. For marketers, it’s the engagement and results that matter—and video delivers. In fact, 77 percent of marketers who use video say it’s had a direct impact on their business. Four times as many consumers prefer to watch a video about a product than read about it. And 25 percent of people lose interest in a company if it doesn’t have a video. In addition to videos that plug your company’s positioning, differentiators and offering, try video content that informs and educates. Think tutorials and how-to’s, explainer videos, product demos and highlights, roundtable sessions and expert interviews, case studies, testimonials, etc. And keep this in mind: Videos up to 2 minutes long garner the highest levels of engagement. As social video distribution and consumption grows, keep in mind that 85% of Facebook videos are watched without sound. And speaking of Facebook, marketers who upload videos directly to the platform, versus sharing a YouTube link, garner 10 times higher reach.
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