The fact that consumers are barraged by thousands of written messages daily – coupled with the facts that we ‘feel’ like we don’t have enough time and prefer instinctually to be entertained than to work – video is as close to the silver bullet as you get. Combine these realities with the fact that Millennials grew up with video and digital communication as a foundation in their lives, video is the future of content consumption and communication.
When you consider SnapChat, Blab and Periscope – they are the video communication platforms of the future versus sending written words via text or email and filming video that you have to delete or organize in the Cloud later. Rather than only texting across the miles – both my millennial daughters prefer to get a snapchat so that they can see and hear me. With the live video available on SnapChat, you can also connect in realtime without even having to dial a number – both parties ‘in the moment’.
For longer conversations, FaceTime is hands down the preferred mode for staying connected with family and friends in different geographies – again, video over only a voice phone call. For business communication, Skype and Google Hangouts are preferred especially for global connections where human interaction is important across geographic boundaries and timezones.
Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. A recent campaign from Volkswagen, for example, saw a trio of its videos viewed a combined 155 million times.
A video strategy and online branded content / communications strategy is a necessity. In an age of information overload, it’s vital for businesses from large to small, offer content that is easy to digest. Video is easy to consume, and as the saying goes, if a picture is worth 1,000 words then one minute of video is worth 1.8 million, so say Forrester’s researchers. Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.
And if you are wondering whether video is really possible for small businesses? It absolutely is. Production costs have fallen significantly and you don’t need to be a technical wizard to figure it out. Apps such as Twitter’s Vine, with its six-second maximum clip length, and SnapChat with its inexpensive ‘glocalization’ branding capabilities, have dramatically increased the opportunity for businesses on a limited budget to jump on board.
Always consider the audience you are trying to reach, ensure the video is relevant to them and make sure there is some reward value for watching your content – either in information, entertainment or knowledge. Leverage social media and make sure to promote your video content across multiple channels. Just as other marketing and promotional media, make it easy for users to find and share it.
LuRae Lumpkin is a marketing, millennial and culture expert. She bridges the leadership and knowledge gap between millennials and established organizations to facilitate the change we need in the marketplace, workplace, and in the world. She helps those in business and leadership understand what they need to know to relate to millennials and succeed together.