There’s nothing new about audio and video content. Companies have been using audio visual material to promote their products and services for decades.
But the rise of the internet and social media has made it easier and more effective to use these methods to communicate a business message to potential customers.
“Social media sites and video go hand-in-hand, and most sites encourage video posting and sharing. The viral video opportunities are endless when you use the right strategies to create and post your videos online.”– Amy Porterfield, 16 Tips for Successful Online Video Marketing
Although it’s now easier to create video content and audio presentations, the competition for attention is at an all-time high so it’s harder to get noticed.
That’s why it’s critical to keep in touch with which content formats are currently getting the highest engagement so you can put your effort into creating content that will get and hold attention.
Here are our suggestions on the types of audiovisual formats that are working in content marketing right now.
Here are some incredible stats about the state of video in today’s market:
- One-third of online activity is spent watching video.
- In 2019 it’s expected that internet video traffic will account for 80% of all consumer Internet traffic.
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
While the far majority of videos being produced now are very short, long-form videos that take the time to educate and entertain more thoroughly get incredible engagement and create deep relationships with your audience.
There are also more channels for distributing longer videos as well. Youtube still dominates of course, but Facebook Watch and IGTV have both become very powerful distribution channels as well.
On the opposite end of the spectrum from long-form videos are video ‘stories’. I’m referring to videos that are posted on the Instagram Story and Facebook Story channels.
Stories are seeing incredible engagement and growth, and video is what works best. In fact, social video generates 12 times more shares than text and images combined.
And the great thing about Story videos is that they can be very informal and unedited. Simply turn your phone vertical and start capturing what’s happening in your day, and you’ve created content that your fans will love (‘day-in-the-life’ content is one of the most popular formats)!
You can listen to your favorite podcasts while out on run, walking the dog, cooking, working out at the gym, or driving. That’s a big reason why podcasts are growing so quickly and have such great engagement and loyalty.
Podcasts have a massive advantage over other forms of content: they can be listened to while doing other things.
Check out these podcast stats from Podcast Insights.
The great news is that producing regular podcast content does not need to be hard. Simply export the audio of the long-form videos you create and, with a little bit of editing, you have an excellent podcast episode ready to post!
Keep creating content!
Whatever content format you’re currently producing – blog posts, press releases, social posts, emails…whatever – keep doing them! We aren’t suggesting that you stop those just because other content is getting better engagement as a category.
But it’s important to be nimble and test popular formats when you see the market’s attention shift, and these formats are working.
Create a plan to start testing these video and audio content marketing formats today!
If you need help working out what type of content suits your business and increases the likelihood of engaging successfully with your potential customers, get in touch with us and we’ll help you devise a plan.