Dr. Vera Petrovna Butkouskaya



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Video in Content Marketing Strategy / Students-generated content

In recent years the social and technological environment has changed significantly, above all due to the normalization of social networks and the approximation of companies in this environment. One of the trends that have increased is the videos.

The videos provide us with an easy to understand information in an effective and understandable way, and it transmits much more information than a single text can do. The other advantage is that more and more, digital devices are more accessible to everyone. In what we all agree, is that the videos have superseded the text in many aspects, both for the ease it offers in everyday life, as well as in the world of marketing.

The content marketing based on videos is growing up quickly and the statistics show that it is converting into one of the better media to reach the consumer. After all, it’s cheap, it’s affordable and if it’s executed properly, it has one of the best returns on investment in the industry.

Companies can transmit much better their message, their products, their intentions, values of the company, and relate it to emotions and visual examples in order to attract the consumer. For companies that use content marketing, the videos have become synonymous with “effectiveness” and success (only if they are well planned) and give very favourable results for both consumers and companies.

The data speaks for itself:

1-A third of all the time that people spend online is dedicated to watching videos.

2-Just mentioning “video” in email subjects increased the clicks percent of the e-mails (CTR) by 13%. Adding video to email increases CTR by 200-300%.

3-It is expected that by 2019, internet video traffic will account for 80% of all consumer Internet traffic.

4-59% of those who make decisions in the company would prefer to see a video rather than read an article or a blog post.

5-64% of customers are more likely to buy a product online after watching a video about it.

6-87% of online marketers are using video content in their digital marketing strategies.

7-According to YouTube, mobile video consumption grows 100% every year.

8-The digital marketing expert James McQuivey estimates that a single minute of video content equals 1.8 million words.

Do you think that there are not enough reasons to apply the videos in the content marketing of a company? All these data convey confidence about the videos but now we will see less statistical reasons and more about the results that the videos provide for the companies.

With the videos, you can transmit the attributes of a product and so they can recognize your brand which is what is called “brand recognition”. The clearest example is when you think of a brand of toothpaste the most normal thing is to think of Colgate because it is the brand that has more popularity and also more customers. Apart from that, you can differentiate a product from one brand and another by its special attributes.

Many brands try to be the first people think when they ask about a type of product. For example, if I ask you to tell me the first car brand you can think of, you tell me, Audi. This is “brand recall” and Audi would be proud of this response. Being in the minds of people makes them more likely to be potential consumers because nobody buys something they do not know. Here lies the importance of being the first people think, you are the first option in your mind. One way to be in the minds of people is through videos, especially if they become viral. Videos that emotionally impact many people and that makes these people relate the video to the brand.

Through the videos you can also use the Funnel’s strategy to segment the videos oriented to one type of consumer or another, that is, the company will dedicate a few videos or others depending on whether the consumer is potential, if you have to convince, or if you want to know the brand and its products … In the top of funnel companies use videos about the brand to try to reach all your audience, with the videos you can create interest in the market and eliminate the public that does not it’s worth it, while staying with the target audience, so the brands find their leads or better said their potential customers. Once these potential customers are obtained, the companies take the second step “middle of funnel”, they use videos where they explain their products and offer products or services that may be of interest to their potential customers, previously mentioned. Finally in the “bottom of funnel,” companies seek to sell their customers through videos. Their products, which offer the ideal solutions for their problems, in these videos the customers feel identified with the problem and see the solution offered the company. If before the company had already captured its potential customers, now at the bottom of funnel the company sells the customer what he really needs.

The video has been placed as one of the best tools for the company to promote and publicize its brand while informing and making closer its relationship with the consumer.

For what the consumer does, he sees how he can get to know the companies better and decide more clearly which products can satisfy his problem or need through clear and explanatory informative videos.

Content is generated by students: Albert Pérez, Daniel Bermúdez, Guillem Sala, Pol Sans, Rafel Baltrons.