Video content leading the way for marketing in 2020

“Google says YouTube generated $15 billion last year and contributed roughly 10 percent to all Google revenue.” For the first time, Google has released the revenue stats of YouTube and it makes for very interesting reading. Since its acquisition in 2006, this platform has taken the social media space and world, by storm. More and more video content is being generated on a daily basis.

Content creators and brands alike are becoming more and more attracted to YouTube as a leading platform, making these statistics hardly surprising. This great success acts as a clear indicator of YouTube’s increasing popularity, and highlights the effectiveness of video content. Brands must start to recognise and embrace the power of video content and Youtube as a channel. I see way too many brands and businesses that have not embraced video as a marketing tool. Video can do and say so much more than can be ever done by blocks and pages of copy.

In light of these stats, I predict that YouTube will continue to build a larger presence in the social media field, but for marketers to take advantage of the growth in market share, they need to quickly learn the importance of creating videos that their customer can connect with. The next app and video platform that has seen large growth this year is Tik Tok.

The one-year-old platform, which allows users to make short, looping videos with special effects and musical overlays, is booming with more than 500 million monthly active users, most of them young adults. While Gen-Z has begun using the platform to show their creative side, some brands are also beginning to experiment. But, because Tik Tok is still such a young app but as with Youtube it is seeing lots of user based and brand content being uploaded by the second globally.

Video is here to stay and is only going to get bigger as a marketing tool, brands need to embrace this and use their own video content to drive engagement and conversion.  As we’re seeing across marketing as a whole, the one-size-fits-all approach is no longer delivering. A data-first approach can ensure you’re targeting the right audience with the right messaging at the right time in order to increase engagement and conversion. This is why this approach is going to be applied more to video marketing in 2020. This approach gives brands a better understanding of what works when it comes to their videos, including the best platform, who they need to target and the content of their videos – among other factors. This information can be hugely beneficial when it comes to returns, improving your video marketing ROI.

Final Thoughts

Videos offer consumers content that can be quickly and easily digested across a high number of channels. From B2C and B2B perspectives, they are effective at answering questions, giving information and creating relationships, making them a must-have for your digital marketing strategy. However, it is no longer enough to simply create a short video for social media, you need to ensure you’re using videos across your marketing funnel, as well as making use of the latest video formats and techniques in order to remain competitive.