11 motivators for your Web video strategy

In case you need convincing that visual storytelling should be a key part of your marketing and branding campaigns, here are important insights about the format’s present and future.

Videos have gone from being part of the plan to being the plan.

Consumer popularity, ad spending, quality—all of it is going up. Video isn’t just here to stay; it’s still growing.

Video is the type-O blood of content production; it goes with everything. The bottom line is: You need an online video strategy. Here’s why:

Videos are in demand.

Client interest in video has grown roughly 89 percent in the last three years, and nearly three in four agencies (72 percent) say online video ads are at least as effective as television.


It doesn’t make sense for you not to make videos right now.

Videos are personal.

With more components than even the most pretentious cup of coffee, online video is a collage of what defines you. Between the script, voiceover, music, visuals and colors, you can personalize each element in a way that’s vibrant and authentic to your message.

Encourage your staff to appear in and shoot their own videos. Learn how in this free guide.

Videos are perfect for the mobile market.

Advertising continues to gain ground through mobile devices. Smartphone users are more likely to watch ads and branded content, and they’re more likely to talk about it. Video ads are ideal; they’re quick, cool and easy to watch in one sitting, potentially with others.

Which ad category do you expect will have the largest overall increase in digital media spending this year?


Videos are insanely shareable.

When it comes to our friends’ interests, social media sharing is practically a game of roulette. Even if you share an article with a headline like “This Article Is Literally the Only Thing That Will Keep You Alive Tomorrow,” you’re still likely to get only 50 percent engagement tops.

Video’s different; it’s one of the most shareable content forms out there. By the time you can text your friends to ask whether they saw the video you posted, they’ve probably already watched, shared and re-watched it.

Videos are emotional.

With video, you’re not giving viewers only knowledge; you’re giving them an experience. Video can kick open the saloon doors of your heart and drag your outlaw emotions out and parade them around. It’s why you’ve spent your whole life crying over sports movies and working on your slowest clap ever. You don’t have to be the Prince of online videos to shred some heartstrings. The music/visual combination is lethal to the fragile emotions of men and women everywhere.

Videos are universal.

Any culture can understand the combination of visuals and music. Subtitles might be necessary for any direct messaging from one country’s audience to another, but that’s a small fix that gains a large audience. Sometimes, you don’t even need them. After all, did you understand a single word of Psy’s “Gangnam Style” video? Probably not. Still, it became YouTube’s most-watched video.

Videos are easy-to-digest summaries.

Remember, you’re in the video ad business. Whether you’re shooting for high-level concepts at their most accessible or explaining a minute part of the concept in straightforward detail, your videos should typically be less than two minutes long. They should be short, stylish and intriguing.

Videos contain strong calls to action.

Not to say that print or downloadable goods lack great calls to action, but video is a less challenging medium for conveying it. Not including a full-screen call to action at the end of a video would seem strange and incomplete. Audiences have just come to expect it.

Videos drive decisions.

Videos are engaging, and they lead to serious moments of consideration. Online users spend 88 percent more time on websites that feature videos, and 73 percent of Internet users say they’re more likely to purchase a product or service because of video.


Videos are reusable.

Treat video strategy like a cocktail dress—not a wedding dress. Get out of the mindset of, “Oh, it served its purpose, so I’ll just stash it next to the home videos I’ll never watch again.” Instead, you can reuse videos over and over. Relevant article? Drop in a video. Timely story? Post that video back in your social feed.

Videos are only going to get more popular.

We aren’t talking short-lived fascination here. Last year, consumer Internet video traffic accounted for nearly two-thirds of all consumer Internet traffic. In 2019, it will reach 80 percent. It’s why 64 percent of marketers expect video will dominate their strategies in the near future. After all, YouTube has more than 1 billion unique visitors each month—and that’s just one channel.


Jake Kilroy is a copywriter for Column Five, an infographic design agency. A version of this article first appeared on the Column Five blog.

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