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Steve Farnsworth is the Chief Digital Strategist at Jolt Digital Marketing where he consults mid to large organizations on communication strategies to create product preference and build customer communities that foster brand loyalty. With over 13 years as a senior executive, Steve writes, blogs, and speaks about how smart companies can effectively integrate social media, PR 2.0, and content marketing into their marketing mix. As a director with the Silicon Valley Brand Forum and an adviser to other professional organizations, Steve has moderated panels, spoken at or facilitated industry events at Intel, Yahoo!, HP, Sun Microsystems, Cisco, Adobe, Electronic Arts, Hewlett-Packard, and Stanford. In 2012, he Steve is a DZone MVB and is not an employee of DZone and has posted 31 posts at DZone. You can read more from them at their website. View Full User Profile

Competitors Are Using Video To Steal Your Social Media Lunch Money

07.06.2014
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You hear about the power of videos for B2B ad nauseum, but I have only seen a few hard stats on why mid-sized businesses should spend the time creating videos to fuel their social media marketing.

Which is why I was glad to find these killer stats from KissMetrics.

The Impact of Video on Sales
  • Video testimonials increase sales by 600%
  • Web visitors stay twice as long on pages with video
  • Shoppers who view a video on a web page are 144% more likely to buy
  • The use of video in e-mail results in a 96% increase in click through rates
  • Explainer videos increase conversion rates by 20%

I was slow to warm up to using video for social marketing content creation, but I now do all my client content marketing projects using video as the key medium for the original content creation.

I use it for my blog, too. The findability bump (search benefits) of using the social media latecomer Google+ Hangouts and YouTube alone make it a slam-dunk.

However, the real one-two punch comes in the content parceling, repackaging, and repurposing.

Content Marketing Mediums
  • Video on Demand (duh!)
  • Podcast (by striping the audio out)
  • Multiple blog posts (by having the audio transcribed and edited)

From that, and a little preplanning, you can create awesome multimedia eBooks and white papers from your content, too. All that makes video a stupid simple decision.

Marketing Video Types You Consider
  • Animated/cartoon
  • Behind-the-scenes documentary
  • Case study
  • Company events
  • Employee and customer insight and best practices
  • Customer testimonials
  • Explainer videos
  • Industry trade show wrap-ups
  • Internal and external thought-leader interviews
  • Presentations
  • Product demo
  • Product reviews
  • Screencasts
  • Whiteboard/illustration
Does Size Matter In Video Marketing?

According to the Forbes Insight’s report, Video in the C-Suite, 36% of executives like videos that are 1 to 3 minutes, while 46% want videos that run from 3 to 5 minutes. Keep it simple. I use 2 to 4 minutes as the rule of thumb.

Published at DZone with permission of Steve Farnsworth, author and DZone MVB.

(Note: Opinions expressed in this article and its replies are the opinions of their respective authors and not those of DZone, Inc.)