You can’t ignore the fact that videos are the most popular form of content on the internet. More than 60% of all internet traffic is currently used to watch video content, and that percentage should rise to 80% in the next few years. If your brand wants to get more attention, videos will be crucial in making this happen.
Do you have an organized approach to creating videos? If not, it is suggested that you develop one because creating and marketing videos will be the key to content success for many years to come.
Why Content Matters
Your online presence ultimately serves the purpose of driving traffic to your website. The math is simple, the more traffic your website receives, the better your conversion rate is, and the more money you make.
Your content strategy exists to drive traffic to your website. Brands that reliably make entertaining videos for their niche will get a meaningful amount of organic traffic that can be converted into revenue.
The key is to build a large fanbase by releasing great content. A happy audience will facilitate a profitable brand.
Building Your Content Schedule
If you want to build that happy audience, you need a consistent content schedule. You will want to put out as many videos as possible without compromising on the quality.
Videos don’t have to be huge productions. You can use a combination of stock footage and outsourced narration to create quality explainer videos about various aspects of your company. One-shot vlogs, where the host speaks directly to the camera, are another easy way to start putting out videos.
Whatever kind of video you want to make, you should be consistent about releasing them. Your YouTube channel is competing with cable TV, live streamers, and podcasts for consumer attention. Many of your competitors will have steady schedules, so you’d better have one too. If people know when to expect your new content, they are more likely to tune in.
Creating continuity between your videos is a great way to keep your viewers coming back. Continuity is all about making your videos feel like part of a larger series, rather than a bunch of standalone pieces of content.
For example, imagine a company that posts interviews with industry veterans onto YouTube every two weeks. If they promote each video separately, it may be hard to get traction with a large audience of interested people. However, if they create a strong brand for the interview series, they will have more luck.
The company in this example could create a catchy name for the interviews, branding each one as an episode of a series. After a few dozen interviews, anybody tuning in will notice that it’s “Episode #28” and be tempted to watch from the beginning.
By creating continuity between their interviews, this company will capture many more views and a far higher average watch time for their videos. Whenever any one interview gets publicity, the entire series benefits. If you can create a similar feeling for your own content, your viewership numbers will be much better.
Watch Time Is Important
There’s a common trend in the digital marketing realm of releasing short videos. Many brands have found it useful to create one-to-two minute videos and post them up on a weekly basis. The short length of the videos makes it easy for viewers to watch them without making a big time commitment. They’re also quicker to create when compared to long videos.
However, short videos have one huge drawback. They don’t generate significant watch time. Watch time refers to how many minutes a viewer spends watching your video before they move on to another video. Watch time is one of the most important factors in YouTube’s recommendation algorithm.
If your channel has a long average watch time, you will be the beneficiary of traffic from YouTube’s recommendation engine. This is the formula that decides which videos YouTube recommends to people. They want to send people to videos that will keep them on the site for a long time. One minute videos are too short to be helpful in this regard. Longer videos are better for hooking people in and therefore get more recommendation engine traffic.
Creating long videos is not as hard as it may seem. You can use vlogging, interviews, audience Q&A, and other formats to get your videos past the ten minute mark. When in doubt, make your videos as long as you can without being boring.
Content In The Future
No one is certain what the future holds. All we can do is make an educated guess about what the data suggests is likely to happen next. Luckily, when it comes to content creation, that data is speaking loud and clear.
Video will be the most common form of content for the remainder of this decade. It’s already accounting for a majority of the traffic on the internet and there’s no reason for it to slow down at all in the next few years. Brands that take video seriously will be poised to crush the competition and corner the market on the major video platforms.
You can be the brand that wins the game of content marketing in the next few years.