Why Video Content is Exploding & How much to spend on it

If a picture’s worth a thousand words, a video must be worth a million, right? A lot of marketing departments are making that bet as their video content spend goes up and up. And for good reason! Video is an extremely powerful tool and the rise of video advertising in higher education marketing has already seen some incredible results (Université de Moncton).

In 2017, internet video traffic makes up 69% of all global internet traffic Ooyala and more than half of that is consumed on mobile (Cisco). Cats and babies may still make up much of those views, but the facts are solid: video content is king.

Still not sure? Consider this:

·      Social video generates 1,200% more shares than text and images combined

·      51% of marketing professionals worldwide name video as the type of content with the best ROI (Syndacast)

·      On average, North Americans spend just over an hour watching video online every day (Statista)

·      Video ads boast the highest average click-through rate of all digital advertising, 1.84% (Cisco)

But just because consumers respond to video, doesn’t mean flooding platforms with content is the right move. According to Brightcove, 62% of consumers are more likely to have a negative perception of a brand that published a poor-quality video. High-quality doesn’t have to mean expensive, but it does have to be carefully planned and executed.

Long before the first camera starts rolling, higher education marketers need to carefully consider how their video content strategy can increase lead generation for campus visits, applications, and yield. How will you distribute content? What is your creative concept? How will you measure success?

Answering those questions first will go a long way to determining how much content you need, and at what cost. Whatever direction you decide, remember that the most successful videos (Blog Kiratalent) all have one thing in common: they tell great stories.

Find a great story at your campus, strategize how to use it, then watch your video content succeed!

Matt Diteljan

CEO & Co-Founder

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