I think that a number of companies would answer no. It would be along the line of thought that making sales are necessary and videos don’t necessarily mean more sales. If you ask the same question about having a website, I believe that most companies would say “Yes, it’s necessary because it’s expected. How are you going to not have a website when so many people are searching online?” What if I told you that in the near future video will be the largest factor for getting website traffic?
This is the direction that we are headed in for the near future. The industry leader in this area is definitely YouTube. The video sharing site is the second largest search engine in the world and the third largest social network. The channel has one billion monthly users. These are the YouTube stats now, but there is even more evidence on how video will impact your website through search results. Back in 2012, the head of global partnerships for YouTube, Robert Kyncl made an amazing claim. He said that within ten years 90% of all web traffic will be video.
Where are we Now?
Here are some findings from Cisco:
It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2019. Every second, nearly a million minutes of video content will cross the network by 2019.
Globally, consumer internet video traffic will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. This percentage does not include video exchanged through peer-to-peer (P2P) file sharing. The sum of all forms of video (TV, video on demand [VoD], Internet, and P2P) will be in the range of 80 to 90 percent of global consumer traffic by 2019.
Internet video to TV doubled in 2014. Internet video to TV will continue to grow at a rapid pace, increasing fourfold by 2019. Internet video to TV traffic will be 17 percent of consumer Internet video traffic by 2019, up from 16 percent in 2014.
Consumer VoD traffic will double by 2019. HD will be 70 percent of IP VOD traffic in 2019, up from 59 percent in 2014.
Content delivery network traffic will deliver over half of all internet video traffic by 2019. By 2019, 72 percent of all Internet video traffic will cross content delivery networks, up from 57 percent in 2014.
This is rapid growth! Is video engagement a necessity? It will be very soon. In my option, the sooner a company makes video a priority the better off they will be for the future.
Search Engine Optimization for Video
It is interesting to think about how search engine optimization (SEO) works for websites right now. The older the age of a site the more juice it has with search engine listings. It’s just the way it goes. This is provided that the site can be read by Google and that the site is updated with custom content on a regular basis. Starting your online video strategy now will help you to be established over the competition as video gets more and more popular.
By establishing your company’s video strategy on YouTube now, you may be able to get first dibs on a great idea and to the authority on a subject. With all of the growth in video, it’s about having the right idea for your strategy and then being consistent with video production. By carving out your video niche now, you can gain experience, traction, and authority for the needs of the future.
Your Video Strategy
Your video strategy can be produced in a number of different ways depending on the budget that is available. At the very least, you should do a professional video once a year. These are important for providing the quality that is expected for a video on a website home page. Or it could be a new fundraiser or a product video. There are many kinds of videos that need to be produced on a professional level.
On the other hand, it’s a good strategy to supplement your professional videos with some in-house videos. These are the kinds of videos that can be more of a relaxed update about something current.
Engagement is the metric that opens the doors to many other metrics like website conversions. Engagement is a term that sums up actions that can be taken by the viewer after they watch your video. It’s almost a catch-all phrase that is the start of your online marketing reach.
Video Engagement Examples
You can track the following engagement results:
- Subscribing (channel, feed, email)
- Feedback (comments, complaints, inquiries)
- User submissions (UGC)
- Inbound links
- Video embed in the content of others
It becomes clear that engagement is supper important because it’s how more people watch your videos. If engagement is lacking your message is not spreading like it should be.
The question of this post is really two-fold:
Is Video Engagement a Necessity?
Having videos will very soon be a complete necessity. Gaining engagement results will be a necessity. What is the point of video if your brand is not gaining a larger online audience? For many companies this is no longer even a question. It is a reality.
Video is a powerful tool that connects with us emotionally. Some videos gain our trust. Some videos make us laugh while educating us. Some videos pull on our hearts to take action. Some videos describe a better solution to our problem. Video is one of the most emotionally powerful mediums.
To make your videos successful it takes creative power and having a strategy to grow your audience. The creative power is what makes the video valuable content that people want to watch and share and then watch one more time because it is so good.
On the marketing side, the growing numbers speak for themselves. The growing popularity of video also points to the fact that your videos will have to stand out and provide a large value.
In my next post, I will be sharing videos from the None-profit Organizations that provide the value that I’m talking about.