Marketing strategies for multichannel businesses have evolved greatly over the past few years. Long gone are the days of standard ads and banners ruling marketing campaigns. Today, social media channels and informative content are dominating marketing efforts as brands look to develop a strong presence online as well as through other channels. Entrepreneurs must understand what type of information, messaging and interactions will improve a digital image, and what techniques can engage consumers and encourage loyalty.

Video content is an example of a marketing tactic that takes full advantage of an online platform to offer the viewer an interactive, appealing branding option that plays into audio and visual tricks. Television ads are expensive and becoming outdated quickly. Online videos, however, allow a company to speak directly to a potential client, share a story, introduce new offerings and engage in discussions to make a stronger connection with viewers. Because the video content is being shared online, it is easily uploaded, shared and spread instantly at limited expense to the company. Brands are making video content to provide an in-depth look into operations, allow workers to share personal insights or even provide external audiences to submit footage and interact with the company.

Have you optimized video sharing potential on your website or social channels? How can online video content enhance a multichannel marketing strategy?

Online Video Distribution
Online video content can be created and uploaded quickly, then shared instantly via social media channels such as YouTube or Facebook, posted on websites directly or sent out to clients in emails and online newsletters. The content of video footage can include advertisements, humorous activities, submissions from clients or educational information. No matter the footage, it is important to enhance online accounts with rich media and video footage to increase SEO and allow viewers to engage with the brand through a variety of formats. Video content is appealing and offers insight with brief clips of information while demanding a short period of time for the viewer to pay attention and at little expense to the company. Video footage is easily utilized online and can be shared via mobile devices as well.

Entrepreneurs can review the analytics provided on sites like YouTube or Vimeo to measure viewer engagement to ensure the company is generating a high return on investment for the efforts. Monitoring video analytics allows marketing teams or entrepreneurs to measure engagement rates of viewers and note which footage is successful and what content should be reworked or removed. The tools gauge video effectiveness by measuring content consumption, average video play time and attention span of the viewer. The resource can be adopted for ad placement monitoring, mobile device usage and other mobile platforms.

According to data from Celtra, 43% of online video content contains advertisements, which creates opportunities for entrepreneurs to advertise through other video footage, or to generate revenue on their own websites. About 80% of videos are shorter than one minute, 46% are shorter than 30 seconds, while the average length is 45 seconds.

In addition, 14.4%t of viewers interacted with online video content by playing the video, and nearly half of all viewers watched the entire footage. Many videos online now were originally created for other channels such as TV or movies. Making a video specifically for online distribution improves the quality of the footage. Consider how your target audience might respond to video content to gather more information and make a purchasing decision.