If you were to look for information on a specific subject or do some research on something that really matters to you, what would you find more interesting?
A blog? An 1800 word, essay style, piece that you're reading now.
A vlog? An engaging piece of video content that serves the same purpose, gets the point across more quickly and might even leave you with a few laughs.
According to eMarketer by 2016 the worldwide digital video viewers have grown from 372 million to nearly 700.
65% of Internet users worldwide watched some type of video-on-demand including both, short-term and long-term content.
Taking the statistics above into consideration, I would say that the answer to my question is “A vlog”, am I right?
I personally prefer video content over written content, and there are several reasons why I have that preference.
Amongst those reasons are:
I’m pretty sure many of you feel the same way about video content.
As a matter of fact, I can positively say that almost 100% of you would say you prefer video.
Why am I so sure?
Well, being a content marketer I’m always looking to stay up to date with the current trends. I want to know what people are looking for and how my audience want to absorb the information.
It’s not enough to understand what their likes and interests are but most importantly understand how they consume information.
During the past year and specifically during the last few months I noticed a trend in vlogging. All of a sudden, everyone was talking about including video as part of their content strategy.
I even heard someone say that 2019 was “the year of video”.
Taking all of this into consideration, earlier this year I wrote a different blog on 4 of the most effective content types to engage with your audience and guess what? Video is one of those 4 most engaging content types.
In this blog, I will talk about three specific things about vlogging:
So, first things first.
What is vlogging and how does it work?
A vlog is literally a blog in the form of a video, when we talk about a blog we are talking about written content and when we talk about a vlog we are talking about audiovisual content.
When people talk about vlogging they usually refer to the type of vlog where people (mostly influencers) post videos of themselves talking to the camera on a regular basis; they usually do it on a daily basis.
The best thing to help you record high-quality content is obviously a professional camera but if you’re just starting, you can use your phone. Last generation phones come equipped with high-end cameras, so they will do just fine.
There are two techniques that people use to vlog:
For this technique, you don’t necessarily have to have a tripod, you can use anything that helps you stabilize the camera really. Here are some weird but useful things you can use: a standing fan, a pile of books, a table, a bench or literally anything that has the right hight and is steady enough to hold a camera or phone.
This is a technique that I personally feel is a lot more empathetic with people, it makes you more human and it shows your audience that you’re just like everyone else.
One of my favorite vloggers is Sarah Grosz.
I followed her on LinkedIn a while ago and she inspired me to do my first vlog. I posted it on LinkedIn and had about 3,000 views, 79 likes and 6 comments (including one from Sarah herself).
I couldn’t believe a single vlog would have so much impact and bring so much “personal brand awareness”.
Most of the vlogs I’ve seen are more about a person talking about themselves, their journey in life or a particular topic on which they’re subject matter experts.
Today, I’ll focus on talking about the business side of vlogging and why business owners should start doing it to engage with their audience and connect with them in a much deeper way.
So, if you’re a business owner and are looking for ways to connect with your target audience,
Here are the top 5 reasons why vlogging helps business growth:
It was way before 2017 that businesses started using video as a marketing strategy with a total of 63% of businesses using it by that year.
Not surprisingly enough by 2018 that percentage had risen to 81%. This year 87% of businesses use video as part of their marketing mix.
And marketers are not just using it more they are using it more purposefully than ever before.
According to Hubspot 83% of marketers affirm that video marketing gives them a higher ROI.
Isn’t high ROI what every business is looking to achieve?
Now, these statistics are great but they also represent a challenge. This means that everyone is doing it and if you’re going to start vlogging you’re going to have a lot of competition.
And looking at the statistics, this trend will only keep going up.
It seems like the market is going crazy about video content. Almost every page of the internet, website, social media channel or blog pages have some sort of video.
The market is desperate for video content. Did you know that 87% of consumers stated that they want to see more videos from their favorite brands in 2019.
Besides that, 99% of marketers and businesses that are currently using video marketing and vlogs are planning to continue vlogging in the year ahead.
And, 74% of the marketers that hadn’t been using it at the beginning of 2019 said that they would start vlogging this year.
This trend has been going up since 2016/2017. In 2017 34% of marketers used video. In 2018 65% and you see the numbers now. An increasingly growing trend!
I’m not saying that creating video content is easy, it actually takes a bit of work, especially during the post-production stage and video editing.
It’ll probably take you a bit of time the first few times but once you get in the rhythm you’ll see it won’t take you that long.
In my experience, writing an 1800 word blog post usually takes me about 3 hours, if I’m not interrupted and on full focus mode. If not, it’ll probably take me 4-5 hours and that is without doing the proofreading.
Ask me how long it took me to make my LinkedIn video?
About 5 minutes. Yes, I know it wasn’t the best video ever, it doesn’t have the best editing and it’s a short 1-minute video but still, I felt it was a lot more effortless than writing a blog or a piece of written content.
Why do all of us create content? Why is everyone so obsessed with creating engaging content for their audience?
Well, it’s because we all want to attract traffic and visitors to our site. As content marketers, we know that one of the best ways of doing that is by creating useful content for our audience and optimizing it to rank on page 1 of Google or any other search engine.
SEO best practices are always changing, why? Because consumers are always changing their behavior. Now, people are making search queries that include the word “video” or “tutorial” in it.
62% of Google’s universal searches include video content.
So, if you want to rank on page #1 of search engines, you better start producing video content and not just written content.
Include closed captioning on your videos. The easiest way to do it is by creating an STR file. You can upload this STR file to several platforms like LinkedIn and it’ll immediately make the closed captioning for you.
Here are the steps you can follow to create an STR file.
Once you have your STR file on Notepad you must save it.
File name: Ale.srt
Save as type: All Files
As if all of the above reasons aren’t enough to convince you, maybe this one will.
So far we know that the proper content marketing strategy, vlogs and video content help businesses:
But the most important reason for me is that videos are highly engaging to your audience. It is much easier to make a personal connection with a brand or a business that actually puts a face upfront. This way people feel like an actual human is talking to them and not just a computer.
The last thing you want to do is make your audience feel like they’re just “food” and you’re the vulture that is looking for deceiving ways to attract them.
You want to build a connection, go ahead and create vlogs, and actually care for your audience and future clients. Give them resourceful information through your content and you’ll see how your business will grow in popularity and brand advocacy.
Vlogging tips to consider for you to create amazing video content:
Vlogging shows no sign of slowing down any time soon, as you can see, vlog and video consumption is a growing trend.
Consumers are looking for brands and businesses that use video as a tool to communicate and interact with them. We’re at the end of 2019, if you want to grow your business and you haven’t started vlogging, it’s time.
Share your thoughts with me in a comment or connect with me and our team, we’ll be happy to address any doubts about vlogging and video content. Let’s Talk! Also, follow me on LinkedIn, the GGI team and I will be sharing short 1 minute videos, I call them the expert tip of the day and I’ll be happy to connect with other experts.
See you around!