Why online video is the future of content marketing

We recently blogged about the increase of uptake in video as a marketing tool for small companies, and their constant pursuit of the Holy Grail – also known as the 1st page of Google. As if we needed any further proof that the medium is increasing exponentially, the Guardian recently published this amazing article to add weight to the hyperbole.


A few stand-out stats blow minds.

“When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. One in three Britons view at least one online video a week – that’s a weekly audience of more than 20 million people in the UK alone. Video can give you access to all this. Video done well can give you a slice of it. What other form of content can do the same?”

An online audience of 20m plus per week!! What TV Channel offers that promise? It goes on to say…

“Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.”

Well, who are we to argue. Key words here are “Video done well” and “Interesting.” We spoke about how irrelevant or poorly created video could in fact be damaging to brands – video for the sake of video is quite often a non-starter. When planning a film for your business, it is so important to consider your target audience, the message you want to portray, and most importantly what response you want from the viewer.

The Guardian says…

“Always consider the audience you are trying to reach and ensure the video is relevant to them. If it’s not the most appropriate means of getting your message across, you are probably wasting your time.”

We couldn’t agree more

“If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester’s researchers.”

They just need to be engaging, relevant words.

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