In the ever-expanding world of branded content, catering to what your audience wants has never been more important. Space is crowded everywhere you look: Social feeds are flooded with links (and tricky algorithms to boot), influencers are accepting more and more partnerships, and a proliferation of blog content means you better be the best resource for anything you are putting online.
So how are you supposed to compete? By giving the people what they want—in this case, video content.
Consumers are watching more and more video content, and the statistics are staggering. One-third of online activity is spent watching video, according to Hubspot. 80 percent of users can remember a video ad they saw within the past 30 days, and 36 percent of online consumers trust video ads. A whopping 75 percent of online audiences have interacted with a video they saw online in the past month.
Brands are catching on to these changing consumer behaviors. A study by eMarketer shows that US marketers predict to spend more than $9 million on digital and mobile video advertising in 2017 alone (up from $5.6 million in 2015 and $6.8 million in 2016). The study also predicts that 56 percent of digital budgets will be spent on digital video.
When it comes to creating video content, there are myriad ways to go in terms of adopting the medium to a marketing strategy. Should your brand enlist the help of the Live Streamer, whose content entices audiences to stick around for 3X as long as standard video? Perhaps your brand is instead the perfect partner in crime for the Snackable Stud, whose crowd-pleasing videos have racked up tens of millions of views.
Whichever the best video superstar for your brand, equipping your marketing strategy with new superpowers could lead to significant gains. View the infographic below to see which superhero of video marketing you should work with next.
The Superheroes of Video Marketing Infographic
Rachel Kiser is a digital strategist for Pan Galactic Digital, a marketing agency in St. Louis, Mo., that specializes in data-driven marketing. She helps clients make sense of their multiple streams of data and use them to drive digital strategy.