We Get It, Video Is Important: An Inbound Event Recap
by Clare Richards
Well, it’s been a few weeks now and Inbound has finally settled enough in my
To give you a little background, we’ve had Leighton Interactive tribe members at Inbound, the largest inbound marketing focused conference in the world, for the last 4 years. We greatly value learning
opportunities and see them as a vital part of our growth. Some of our best innovation has happened in the wake of an event like this.
This year I was fortunate enough to attend Inbound. I’d been looking forward to this event since the beginning of the
So what did I learn? Well, you can probably guess by the title of the blog that a great deal of knowledge dropped was about
- According to Cisco,
videowill make up 80 percent of consumer online traffic by 2020. (Cisco)
- 64% of Facebook users say watching a video on social media influenced them to make a purchase in the last month.(Animoto)
- YouTube has over a billion users, almost one-third of total Internet users. (YouTube)
- 85% of the US Internet audience watches videos online.(comScore)
- Blog posts incorporating video attract 3x as many inbound links as blog posts without video. (Moz)
- Using the word ‘video’ in an email subject line boosts the open rates by 19%.(Syndacast)
1. Social Media Platforms are all Vying to be King of the Hill
Because of this, they are becoming more and more stringent on users publishing videos within their own native platform, rather than posting links from other sources like Wistia or Vimeo. For marketers, this can be frustrating. Instead of collecting the data all in one spot to see the video’s overall success, we must collect from both the native platforms as well as wherever else we’ve posted the video. In addition, this makes video
2. Each Stage of the Buyer’s Journey Has Specific Types of Video That Best Fulfill the User Need
For example, high-level information in quick, humorous videos do well to educate users at the awareness level, whereas in-depth product reviews are much more effective in the decision stage. Identifying what the targeted stage is prior to creating the video concept is vital to a successful outcome.
3. Quality Still Actually Matters
A very revelatory moment for me was when Jeremy talked about video production quality. It seems like live videos have set a new precedent for acceptable video quality in the marketing world. Jeremy was quick to point out, however, that quality still plays a huge part in the success of a video. From the script writing to the audio clarity
Video has become an integral part of many of the campaign strategies we’ve developed for our clients over the past year, and it continues to grow. Understanding how to best utilize video is of the utmost importance, which is why I value learning opportunities like the Inbound conference. There were many takeaways, both personal and professional, but I am most grateful for the wealth of knowledge surrounding video and I can’t wait to implement in our ongoing client campaigns.
Lastly, I saw a lot of video content at the conference.