Why video is critical to growing your business

Share this post:

Share on facebook
Share on google
Share on twitter
Share on linkedin

Video is where it’s at. By mid 2017, video will account for 69% of all consumer internet traffic, according to Cisco.

eMarketer estimates that U.S. spending on both mobile and desktop video advertising will reach nearly $10 billion this year.

If you’re not in video, you’re not making an impact on the all-important social media platforms.

To prove this point, just look at your own Facebook feed – video after video is engaging consumers and leaving text and photos behind.

Northern Ireland is an overwhelmingly image-driven place: people are naturally sharers of moving images and they appreciate simple, clear, no-nonsense concepts.

Ofcom says adults in NI spend the majority of their waking hours engaged in media or communications activity (8h 40m).

Facebook was king in NI long before it achieved its current global dominance because all our demographics appreciate simple, clear, intuitive concepts. YouTube remains the pathway to connect to computer-savvy millenials here; but Facebook now reaches mums and dads.

Mark our words: 2017 will be the Year of Video. If it’s not already here, of course.

Video-on-demand traffic has trebled in a couple of years, with all forms of video still showing rapid growth.

Video is the future of content marketing, says the Guardian. In fact, the Guardian goes so far as to warn: “Small businesses that fail to include video in their internet marketing strategies will do so at their peril.”

The research firm Nielson says 64% of marketers expect video to dominate their strategies – and since this research is a couple of years old, you can bet that number is now past the 80% mark.

What makes video so powerful? Several things, but they include reach, engagement, impact and emotion.

Video’s reach is overwhelming. The world’s three biggest websites are, in order of ranking: Google, YouTube and Facebook, according to Alexa.

The proof of the pudding is how seriously all three now take video – Google’s famous algorithm now places video way up its rankings, YouTube has over a billion users, and Facebook records over 8 billion video views a day.

Facebook saw the writing on the wall a few years ago. In 2014, CEO Mark Zuckerberg was quoted as saying “In five years most of Facebook will be video”.

It’s because video is naturally engaging that it is so successful. Short form video (under 90 seconds) is content that is easy to digest.

Research shows people emotionally and intellectually engage with video and remember information much better than via text and pictures.

So in the modern world it’s critical for small businesses to offer content that potential customers find easy to digest; otherwise they will just go elsewhere.

Can small businesses afford video? With SmartVideo’s quality, low-cost approach, the answer to that is an overwhelming yes.

We can also provide clickable links and calls to action in our videos that will take customers directly to your website. Our prices start from just £195. Can you afford not to?

* Paul Connolly is managing director of SmartVideo, a NI-based video production and marketing company. www.smartvideo.media