Video shouldn’t be the Only Future of Content Marketing
We’ve all been informed the future of content marketing is video. If what Facebook thinks is true, text will disappear in 5 years.
It’s simple to think that soon they will not be any words online anymore if you check out posts about the future of digital content. After all, technology company Cisco has actually stated that 80% of all web traffic will be video in 3 years’ time. And no less a force than Facebook has actually anticipated that there will be no text on their platform within 5 years.
Video is certainly simpler to absorb because the brain processes video 60,000 times faster than the printed word. “The finest method to tell stories in this world is video, where a lot of detail is coming at us,” Facebook’s head of Europe, Middle East and Africa Nicola Mendelsohn stated in June. “It communicates a lot more details quicker.”
However, a current research by the Pew Research Centre, 42% of those apparently capricious Millennials choose checking out the news, compared to 38% who choose watching it. And research study about web searching practices launched by HubSpot in June 2016 revealed 51% stated they wished to see more news posts in future versus 40% who desired more video.
Is it possible that the push to video is being driven more by platforms and publishers than the audience themselves? Facebook has stated its algorithm now prioritises video, and sceptics may state that’s since videos are most likely to have longer engagement times and for this reason videos give more revenue for them. Similarly, it remains in publishers’ interests to dish out more video given that it provides greater CPMs.
The Reuters study revealed that those choose text because it’s ‘quicker and easier than viewing a video even with the surge of video with subtitles created to be enjoyed while mute that falls someplace in between reading and watching.
Still, it is true that video is an unstoppable force and the concern for online marketers dealing with restricted spending plans for material development should not be whether to utilize video, but when and how. Analysis of the Pew research study recommends that digital video is finest fit for huge, breaking newspaper article where audiences wish to feel that they are as close as possible to the story, and soft reasonably insignificant pieces where we can ‘rapidly and calmly take in details without a big cognitive investment’.
Videos work well for extremely emotive material and ‘the best ways to’ or explained material. However, there are lots of circumstances where a video is honestly unneeded. One example is the ‘talking head’ video where a specialist speaks in front of a camera about the monetary markets or properties and the visuals add little to the story.
Video will certainly play a huge part in the future of content. However, online marketers who can rest ensure that text is not dead yet– and nor must it be.
The PORTMAN Education Group
