Five reasons why video is essential to your online strategy

With the growing popularity of social-media platforms such as Vine, Instagram, Snapchat and, it's hard not to be aware of video content. Facebook and Twitter are turning to video, too, with apps such as Periscope. So: here are five reasons why you too need to embrace video content in your on-line strategy.

1. The figures don’t lie
Now, 74 per cent of all internet traffic will consist of video content. Video also has the highest CTR (click-through-rate). And there is also up to a 39 per cent greater chance that your social-media post will be shared if it includes video content.

2. You can tell the tale
It may well be true that a picture says more than a thousand words, but a video connects the words and really tells a story. Give your audience the right message: don’t leave anything to interpretation. For instance Edeka, in Germany, caused a stir this Christmas by launching an on-line advertising campaign. The story in the video (which was silent) affected so many people that it was viewed 46 million times on YouTube.

3. More and more opportunities with live streaming
Since 2015, Facebook has played videos automatically, that way drawing users’ attention immediately. In 2016 the platform also integrated a function for live streaming on its website. Facebook went down the same road as Twitter, with Periscope, which allows you to follow other users live with the camera on their mobile device. We see that vlogging and live streaming are attracting more and more consumers. That certainly makes it an interesting development to keep an eye on.

4. Good combination with influencers
Influencers have little difficulty making the most of video content by vlogging en masse, doing video reviews or giving live commentary while playing video games. And what is the outcome? It seems that in Holland we want to see Enzo Knol doing his thing each day, and how Jordi van den Bussche, alias Kwebbelkop, masters games. With their reach of 1 million and 3 million subscribers respectively, they can reach audiences that shame some TV channels. With their video content, they by-pass traditional distribution models and build direct contact with their target group.

5. Targeting relevant groups
The possibility of using personalised, short videos for a targeted audience on a platform such as Facebook is a game changer. On the social-media monolith’s website, for instance, you can use your content as an advert on both Facebook and Instagram, thus targeting the right target group. The consequence is that the right people actually get to see this video. As video content is played automatically on Facebook, you don’t necessarily realise you’re watching an advert at first, so you stay watching.

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