Video Content Rules the Social Media Kingdom
If you’re of a certain age, you know exactly what “Video Killed the Radio Star” means (and you also have a new earworm for the day). But, in today’s social media-driven world, video hasn’t killed anyone – or anything. In fact, it’s been forecasted that by 2021, 82% of all web traffic will be video. This means, a million minutes of video will be transmitted through networks every second. Now, more than ever, a video content strategy is crucial for building brand awareness and growing social engagement.
At our core, we are storytellers and video has become one of the most effective ways we share our clients’ brand and product stories. We are fortunate to work with some pretty cool brands and even better – we get to create partnerships between these brands and influencers. The right influencer can create a story with your brand’s key messaging in mind and advocate for your brand to his or her followers. This used to mean a blog post with a link back to purchase or even an affiliate program but now, this means video.
Hamilton Beach Canada is a prime example. A leading name in the small appliance category, Hamilton Beach provides products that can help a home chef cook with confidence. One of the best ways for users to gain that confidence is to see a product in action. We recently spent a couple of days with Toronto-based nutritionist, Miranda Malisani capturing video content that will become the latest edition of “Make It with Hamilton Beach”, a web series through Hamilton Beach Canada’s social channels to demonstrate that cooking can be fun – and easy – with the right tools.
By partnering with Miranda, Hamilton Beach Canada has paired with not only a source of credible insight – someone who knows the importance of healthy eating and cooking with confidence but also a true ambassador for the brand.
Before you get out your tripod and head to YouTube, you should know that along with a video strategy, you’ll need a distribution plan. Forbes posted an interesting article on the subject. According to this 2018 article, 82% of Twitter users view video content on the app and almost half of social individuals watch more than an hour of video content on Facebook or YouTube every week. With all of these platforms plus Instagram (IGTV) now structured to share video, those stats really can’t go anywhere but up. And up. And up.
Intimidated? Don’t be. A good video strategy doesn’t have to take months and you don’t need a huge “Hollywood” production budget. With the right creative team and a story to tell, high-quality, high-impact video content can be developed with ease and without breaking the bank.