Here Is How to Get Your Branded Video Watched - Part 1

If the Internet is an ocean, video is what keeps the currents flowing. Although the web has more text-based content than you can shake a stick at, the reality is that video has built its own online empire.
Statistics show as much. For example, Cisco reports that by 2018, IP video traffic will represent 79% of consumer Internet traffic—a 13-point increase from just five years earlier.

For brands, video creation is an essential component of existing in the virtual ecosystem. The challenge is to identify which platforms are the best at distributing and elevating your message in a noisy space.

In this post, we’ll explore just a few best practices for ensuring branded video is seen and identify why this form of earned media can go a long way toward achieving financial as well as educational goals. ?

Aim for conversions

Video should be a crucial part of your content strategy because it can actually yield conversions. Whether you want clients to buy a piece of merchandise or share a few pieces of information for lead gen, video can help you achieve those goals.

For example, a recent study of B2B marketers sponsored by Vidyard found video added to a landing page boosted conversions up to 80%.

Although there are probably many reasons video tends to yield conversions, one key is probably the fact that a video adds context in a way few other media can, notes WideFunnel, a marketing optimization company. A product that might be difficult to explain in writing or photos can instantly be demonstrated in a short clip, helping to “make a product more tangible and reduce the perceived risk of buying.”

One example of this marketing approach? WideFunnel points to Airbnb, which has put together a series of attractive online video spots and also enables users to create their own video tours:

Capitalize on Social Media

In addition to hosting branded video on owned media such as a company website or an e-newsletter, earned media such as social media are a must.

Although video can be found across multiple social channels, several frontrunners have emerged in 2015 and are worth watching. Among them is Tumblr, part of the Yahoo family of brands. In a January post, Brandchannel.com notes tourism programs such as Travel Alberta of Canada are adding video to their Tumblr pages for a content-rich presentation:

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