Read any article about the biggest marketing trends in 2016 and chances are, video is high on the list.

Easy to digest and easy to share, video has become a favourite tool for digital marketers who are looking to connect and engage with their target audiences.

Video is now accounting for 64 percent of all Internet traffic. Cisco predicts that number to rise to 80 percent by 2019.

The audience you can potentially reach is huge: An estimated 85% of Internet users watch online videos, and many of them watch them on mobile devices.

Users clearly love video content – not least because the brain can process pictures much faster than words, and today’s connected users are notoriously short on time.

For brands, short videos are a great way to get across information in bite-sized chunks and entertain the viewer at the same time. Video can turn into an additional channel, a new tool to add to the marketing and PR mix.

True to the old adage ‘show, don’t tell’, a short 2-3 minute video can really bring a case study to life, for example. Seeing and hearing your customer talk about his experience with your product or service is much more authentic, and if you have complex technology to explain, letting the images speak clearly helps.

And it’s not just case studies that you can turn into videos – you could also consider producing videos around company announcements and product launches, or to let your spokespeople talk about a particular subject of interest, interview-style.

To make the most out of video, here are few things to consider:

  • What do you want to achieve? This may sound obvious, but make sure your video is not a sales pitch. You want it to educate and entertain the audience.

  • Keep it short, concise and well structured.

  • Plan. Draft a storyboard, think about the setting in which you are filming, and make sure the spokespeople are well prepared. Keep in mind that you are ultimately telling a story.

  • Don’t over-prepare. If you’re filming a case study, brief the customer on what points you want to get across, but let him use his own words.

  • Think about how you will publish and promote your video. Some companies have their own YouTube channels. You can embed video in your company blog, and share it via social media. Many online publications take video content, too.

  • Make sure viewers can easily share your video. Measure its success by monitoring the number of views, likes and shares.

  • Get expert help. Consider working with a reputable and experienced partner.

Forrester Research has calculated that one minute of video is worth 1.8 million words. Video doesn’t have to be expensive, but it can be an extremely valuable channel.

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