Embrace video and reap the rewards

Video content is essential for your marketing plan


It seems like every day we, as a society, become more entranced with video content. In just the last two years, we’ve seen the proof of video marketing. In 2019, users spent a weekly average of almost seven hours watching online videos – a 59 percent increase from just three years prior in 2016. So far this year, we’ve seen the rise of TikTok, which has sparked Facebook and Instagram to reevaluate their platforms to compete with the growing fandom that’s user-generated video content. The fact of the matter is that over 50 percent of people are viewing videos every single day. 

The popularity of video content isn’t a trend that’s going anywhere. In fact, video is a tool that can make our jobs a little easier. 

What?! That never happens! But it’s true! 

Video gets your message across and ensures that your audience retains it. It’s so good that studies show that people retain 95% of a message when they watch it in a video, compared to just 10% when reading it in text. AND, it’s more likely that people will share a video with others. So not only are they actually hearing your message, they’re preaching it too. 

When we think about video production, there are a few “rules to live by”:

1. The medium is just as important as the message

Video is a great asset to have across all your digital platforms, not just social media. For example, a header video or a testimonial on key pages can enhance your website experience, showing users who you are as an organization, inspiring them to engage with your brand.

It’s important to think about how your audience will be viewing the video. We know that people are 1.5 times more likely to watch video on their mobile phones. That means they’re on-the-go, so it’s unlikely they’ll have time for a 5-minute video. 

We also know that Google cares about how long visitors stay on your website when it indexes your site for search. Video will keep them there a little longer!

2. Video content is storytelling

Be authentic and show your organization’s personality!  Video content helps make your brand and website more approachable to your audience. Or as Hayden says in our “Do content better” video, below, “It’s about real human connection.”


3. Keep it concise

Unlike a long-winded paragraph, video content is easy to consume. But be careful not to let your video feel like a meandering journey with no destination. Once your audience thinks they’ve gotten everything they need to know from your video, they’ll stop watching. Don’t waste their time! Keep giving them more, or end the video. 

4. It doesn’t always have to be perfect

While there certainly is a place for a perfectly polished video in your video production plan, there’s also a place for videos that are shot on-the-go, often from our phones. These videos are effective as long as there is a clear purpose and we are giving the user something that is valuable to them. People also appreciate the casual word stumble or hiccup, it shows you’re human and makes you more approachable (see #2, above). 

5. Have a plan, always

Get the most out of your video content with a comprehensive video production plan. One shoot doesn’t mean just one video. Build a production plan that creates multiple different types of videos. Consider creating a series of videos using different perspectives, include long form, short form and teaser formats. For example, Gateway to Hope was able to create multiple types of video content from just one shoot.

6. Don’t save the important stuff for the end!

Get your message across early and often. Don’t save the CTA for the end, in case your audience doesn’t make it to the end. 

7. Don’t forget about SEO

All that video content is great for SEO! Strong headlines and descriptions for your video will help register it in searches. You should also publish the transcript with the video on your site to reap the benefits of all of the relevant keywords and terms that were mentioned in the video. 


Now get out there and make some video content, right after you download our Almanac Guide to Content!