The Science of Video and Content Marketing
No matter how indifferent we might think we are to media, we’re all guilty of our eyes wandering over to what’s happening on the nearest screen in the room.
Just like a fire flickering in a fireplace, our eyes can’t help but catch the light, and it so happens it’s the same effect, as similar blood pressures affect us equally whether we’re staring at flames or flashing lights.
Now factor in the orienting response (OR), an involuntary reaction to a new or unexpected stimulus, and watching videos is not just a preference. It’s science.
After our brain recognises the flashing lights and sounds are unthreatening, it releases a lovely dose of endorphins to calm the stress response.
So, we don’t just get distracted beyond our control. It gets us a little high in the process.
In short, we can’t help it. Video marketing can cast a spell over us whether we like it or not, and it can all happen in the blink of an eye, or 13 milliseconds to be exact.
But while this disruption is more akin to outbound advertising, why should we content marketers give a toot?
Why Use Video Content in Marketing?
Rather than just a platform to razzle-dazzle your audience with promotional content showcasing your products and services, video provides a platform to engage your audience in other, more sophisticated ways.
For example, informative videos can demonstrate your industry expertise. It can be as easy as talking about your products/services as you do with your customers. The only difference is you’re talking to a camera, not a person.
Yes, it feels weird at first, but you soon get used to it.
Classic examples we’ve seen introduced already include webinars, tutorials and how-to guides. However, more modern vlogs, interviews and Q&As can also serve this purpose.
Besides exhibiting your credentials as an industry leader, video content marketing can help tell your brand story. It’s here where lo-fi social media content is making a name for itself.
From “Meet the Team” to a “Day in the Life” and “Behind the Scenes”, there’s no end of authenticity, creativity and storytelling you can put out there with the help of a smartphone and social media.
To show you just how dynamic you can be with video content marketing, here is a list of styles and formats you can try:
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Vlog
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Presentation
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Lo-fi social media content
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Webinar
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Tutorial
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Demonstration (Product/service)
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Event
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Brand film
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Animation
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Industry topic discussions
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Interview
And the list goes on.
After producing these videos, you’re then free to use and repurpose the content across your social media channels, website pages, and any other suitable platform.
Video Content Marketing Statistics
If you’re still unsure of the power of video in content marketing, allow us to hammer home the point with a few video content marketing statistics:
Exploring LinkedIn’s New Video Feature
LinkedIn’s new video feature is the latest platform (in a long line) to prioritise video content as part of its UI and overall UX.
Since TikTok set the trend that saw Instagram and Facebook follow suit, this latest move by LinkedIn shows how each platform is committed to staying relevant in our ever-evolving digital world.
Known for its professional networking and the “place to B2B” for your B2B marketing, the latest LinkedIn video feature feels like a significant step in how users and businesses can connect, share and engage.
So, now the platform packed with professionals has a new playground to network. While still early in its development, the capabilities of this LinkedIn video feature include:
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Video resumes
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Live discussions
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Panel interviews
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Business success stories
With LinkedIn’s new video feature, personal and company profiles can establish richer connections with their community, humanise their businesses and expand their reach to find new followers.
It also opens exciting avenues for B2B video content marketing on the social media platform that prioritises it most.
The Rise of Lo-Fi Social Media Content
Finally, it’s time for the latest trend in video content marketing – lo-fi (low-fidelity) social media content.
“Polished” video content in marketing has somewhat taken a back seat in recent years, with many bigger brands following suit in the new age of lo-fi social media content. It turns out that videos, less polished and rougher around the edges, are making headway in the content marketing scene.
Plus, they’re way cheaper and easier to produce over higher-quality, polished stuff.
