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Video Takes Over the Web by 2017

There’s little argument about the importance of video in your content mix—nor about the future of video. At the rate it’s growing, online video will represent the dominant content format for e-commerce sites by 2017. Indeed, it’s no accident that video play buttons are showing up with greater frequency in prime positions on website real estate. Will you step up or fade to black?

Fatter digital pipelines have opened the floodgates for the massive amounts of data that videos require. Suddenly, video files have become relatively easy to manage and download. Mobile internet devices and social media are also adding fuel to the boom in video content generation and consumption. HD displays, commonplace with the latest smartphones and tablets, render detail every bit as good as your HDTV at home. VR (virtual reality) video, a fast mover in the back half of 2015 and likely to explode this year, offers a 360-degree 3-D viewing experience that you control with head movement; it’s pretty cool as long as you’re the one wearing the headset. Web users are gobbling up videos by the terabyte. More than 100 million internet users watch online videos every day. That number will be higher tomorrow.

Video is working.

Nationally, many online retailers report huge increases in purchases when videos are used by prospective buyers. Indeed, studies also show that online shoppers apparently feel much more confident in their purchases after viewing a product video.

But while videos and video marketing are stampeding across the digital landscape, it’s still a blur to many marketers. Why is that? Well, like digital marketing itself, the evolution of video marketing and its growing box of tools is sometimes (if not always) a challenge to keep up with.

Start with a strategy.

Here are five tips that’ll help you set a strategy and get your video marketing effort off the ground.

1. Make a commitment. This is not a one-and-done proposition. Create a video schedule and make videos part of your larger content marketing strategy. Not only will your site users appreciate the larger variety of content options, but search engines will too.

2. Play to your audience. Sure, your brand has a story to tell, but ultimately it’s about what you can do for your customer. Make the benefit as clear as Rocky Mountain spring water, and answer the question your potential customer is bringing to your site: Why should I care?

3. Let your story and the consumer benefit drive the creative concept of the video, not the other way around. Find a concept you can afford to produce and sustain. A big-production video out of the gate might be fun for the short term, but if it comes at the sake of future productions, it’s probably not the right solution.

4. Think short and shareable. Remember that your mission is to get the viewer to take action. Always include a call to action and provide an easy way for the user to share the video. In today’s digital landscape, your best marketer is your customer.

5. Measure results. Like anything else on your website, data can help you measure the effectiveness of your videos. Who’s watching? How long are they watching? What are they doing after they click away from your video? Use that data to make your next video even stronger.

At GLG, our creative approach is anything but cookie-cutter. Every brand, product, and service has a unique story to tell and requires an exclusive solution with a concept and message that communicates an unmistakable point of difference.