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2015 Will Be the Year of Video Marketing

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"Show the readers everything, tell them nothing."
—Ernest Hemingway

Show, don't tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more emphasis on content that tells a story, we need to remember that old writing adage—even though it's much easier said than done.

Fortunately, today's marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences' attention. It enables strong storytelling in a short but memorable format that viewers can enjoy—and marketers can measure.

Grabbing the attention of potential customers is more important than ever in a world where buyers do most of their own research online before ever contacting a vendor. We have to cut through the noise and engage our prospects with content that entertains, inspires, and educates them about what we do and who we are, including the culture of our companies.

Facts tell, but stories sell, as they say. There is no better medium than video for storytelling.

Up until recently, most marketers have used video sparingly as a way to enhance their website, but very few have invested in it strategically as a way to improve the results of marketing and sales programs. That's about to change.

Here's what to expect from video marketing in 2015.

1. The play button will take center stage as the most compelling call to action on the Web

How do we know that audiences prefer video content over other formats? We have the data to prove it. Survey after survey supports it.

Some 65% of viewers watch more than three-quarters of a given video, according to Invodo. Any content marketer would be thrilled with that kind of readership for a piece of text. Moreover, more than 70% of marketing professionals report that video converts better than any other medium.

Video content is becoming a surefire way to increase click-through rates and digital conversions, and marketers are starting to take notice.

Simply put, the play button has become as the most compelling call to action on the Web.

2015 will be the year that video becomes an integrated part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand affinity and enhancing customer relationships.

2. Video analytics and attribution will take the lead

Data-driven marketing is all the rage, and new marketing technologies have made it possible to track the digital interactions of online audiences and measure the performance of marketing programs. This trend will continue in 2015 as marketers look to extract greater insights from their marketing systems to improve results.

As video becomes a more prominent part of the marketing mix, video analytics will become extremely important—and extremely valuable.

Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.

The days of view counts being the ultimate measure of success will soon be gone, replaced by an understanding of who is watching each video asset and how video is actually contributing to marketing and sales goals.

3. Video will become a strategic tool for lead generation and qualification

Videos can easily become active lead-generation tools. Adding an email gate to the start of your video or a lead collection form to the end allows you to create new, well-qualified leads who are interested in your content. That information can now be tied directly to contact records in marketing automation and CRM systems, providing a qualified lead that can be tied back to actual engagement in your online content. Marketers are already starting to take advantage of this capability, and we'll see an uptick in usage in 2015.

But what's even more compelling is the use of video-viewing data to better score, segment, and qualify your leads.

By tracking video viewing activities of your prospects, you can gain better insight into who your hottest leads are and you can increase your conversion velocity. And as the importance of video marketing increases both for your website and your content marketing programs, tracking video interactions will be critical.

What's even more powerful is that you can now track how long an individual actually remains engaged in a video, enabling you to treat a lead who watches only 10 seconds differently from one who watches the video all the way to the end.

Only video offers a reliable means of tracking actual engagement with content, and 2015 is the year that marketers will start to use these insights to their advantage.

4. YouTube will be a complement, not the focus

YouTube is a great channel for distributing videos. It can help you expand your reach and attract new audiences. But it should not be the only place you distribute your content, nor should it be the hosting platform for videos embedded on your own website and across other social networks.

Though YouTube offers a very affordable solution for video hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn't offer the data and tools you need to turn video assets into valuable marketing tools.

In 2015, more marketers will realize the importance of video as a part of their digital marketing and demand generation strategies, and they will come to understand that YouTube isn't the best way to optimize results.

5. Use of video analytics as part of marketing automation and CRM will increase

Although more than 70% of marketers report that video converts better than other content types, fewer than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to attract and engage their audiences, they'll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.

That step is critical to maximizing the value of video. It's what gives marketers the comprehensive insight into how prospects interact with the brand across multiple channels throughout the buying journey, and it also enables them to start reporting on video's impact on lead generation, pipeline development, and closed revenue.

And that's when marketers will know whether they've been doing too much telling and not enough showing.

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Tyler Lessard is CMO of Vidyard, a video marketing platform that helps transform viewers into customers.

Twitter: @tylerlessard

LinkedIn: Tyler Lessard

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  • by Tom Wed Dec 17, 2014 via web

    "nor should it be the hosting platform for videos embedded on your own website"

    What do you recommend as an alternative?

  • by Ken Tronnes Wed Dec 17, 2014 via web

    Where besides YouTube should marketers look to publish videos?

  • by Robert Weiss - MultiVison Digital Wed Dec 17, 2014 via web

    Couldn't agree more with everything in this article...except the title.

    While there are many many examples of businesses using video towards marketing and sales goals, the majority of businesses are either still ignoring video or just getting started with video in 2015. If they fall into the just getting started category, they may or many not be investing properly...and most will only invest in video production and ignore the distribution (marketing) component. So it will take a while for these businesses to see the metrics, or return, for their investment in order to feel comfortable with being serious about integrating video up and down the funnel.

    Maybe 2017...???

  • by He April Wed Dec 17, 2014 via web

    Very useful.

  • by Harry Thu Dec 18, 2014 via web

    Tom and Ken, I think Tyler is referring to using paid solutions like BrightCove. That is what we use here. They have some great features, pretty well integrated with some systems and I know they are working on more features. I would say such solutions would depend on your budget. I also think they have some way to go on their analytics though. I do not think it is quite complete yet.

  • by Harry Thu Dec 18, 2014 via web

    I assume Vidyard is also a solution...

  • by Tyler Lessard Thu Dec 18, 2014 via web

    Thanks for the feedback and comments everyone! When referring to alternative solutions beyond YouTube, I was indeed referring to Video Marketing Platforms such as Vidyard, Brightcove and others. These platforms host your videos in the cloud and make it easy to post them anywhere with your own custom branded playback experience, much richer analytics, and advanced tools like email gates, custom calls-to-action, etc.

    More importantly, though, is platforms like Vidyard can identify WHO is watching each video and push the viewing data back into related contact records in CRM and marketing automation -- so now you can track which videos each prospect or customer has watched (and how long they remained engaged) just like how you would track which whitepapers someone has downloading. Lots of great information on these types of topics at for those interested, or check out our Video Marketing Handbook at!

  • by Ken Tronnes Thu Dec 18, 2014 via web

    Thanks Harry and Tom for the clarification. I'll be sure to check out the options you mentioned.

  • by Tal Elliott - The Video Animation Company Fri Dec 19, 2014 via web

    Interesting article Tyler, thanks for the share !..if you ever need to extend on this subject please let me know. I would more than happy to share additional insight on this subject based on our our experience in this field. Tal

  • by Tal Elliott - The Video Animation Company Fri Dec 19, 2014 via web

    Interesting info, thanks for the share !..if you ever need to extend on this subject please let me know. I would more than happy to share additional insight on this based on our our experience in this field. Tal

  • by MediaRich Marketing LA Sat Dec 20, 2014 via web

    Good article. For those who seek other ways besides YouTube there are portal developers that are able to integrate video content from YouTube and other video sites. You host it all, the portal that is, on your homepage and all videos stay on your site and you can set up product links for sales directly from that portal. Reach out if you want more info.

  • by Karen Bell Thu Jan 8, 2015 via web

    This is very exciting news! We have been screaming about video messaging for years now. With Ving you can send interactive video messages. Video is the wave of the future!

  • by Shakira Moss Sun Jan 18, 2015 via mobile

    I definitely agree. With information surrounding us everywhere, your audience is looking for a way to take in information in an easy way. Pressing a play button is so simple to do, watching a video takes less effort and information that may of taken pages and pages to explain in done in 1 to 2 minutes. Doodler Animation.

  • by Osko Production Mon Feb 9, 2015 via web

    “Show, don’t tell”: Great article that takes back this old adage to prove both the importance and efficiency of video nowadays...and there are even more results to expect in 2015!
    As video is quickly going to become a tool for lead generation, video analytics will enter the discussion and make your videos more valuable! Don’t forget, corporate videos work!!!!

  • by Chase Roberts Wed Feb 11, 2015 via web

    Interesting article.

  • by Rodney Mon May 11, 2015 via web

    The world is getting smaller with companies working online and in the whole world at the same time. A video is a great way of overcoming cultural differences because of visual content and easy-to-understand topics. Within two years 3/4 of all content online will be video and a combination with social media it is truly the future of marketing.

    Let the peoples know about your business by creating corporate explainer and animated videos.

  • by TerrySMith226 Wed Sep 9, 2015 via web

    I'd like to share my favorite way of fast video creation - aminated video tools. the videos look very professional and can help with any business goal. a nice tutorial how to use the most popular of them is here

  • by PitchWorx Fri Feb 5, 2016 via web

    Explainer Video should be a part of "Marketing Plans". Why..?? know here

  • by Wahab Khan Mon May 30, 2016 via web

    great piece of information. i love this informative post. :)

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