#podcast Must Do 2022 You can't ignore video

The rise of TikTok, the continued growth of YouTube and the power of video for reach in Facebook have made this a no-brainer. Video has to be part of what you’re doing, or don’t bother doing anything. That’s not harsh – that’s the reality of social media and digital marketing these days. Video is so much a part of what works best that there’s no point in engaging with digital marketing without having some kind of video content that you’re willing to make.

What has changed to bring this about is more at-home work, more lockdowns and lockouts, and the fact that we are watching more long form video than we used to. And a big chunk of that video consumption is with “how to” and educational video. In fact, this educational video represent almost 40% of the most watched content on YouTube. It’s almost a part of our daily lives to look up tutorials on YouTube to learn something new.

And it gets more compelling. Right now, the average individual spends nearly 100 minutes each day watching online content in a video format. That now makes video more valuable than text and video. Let that sink in. And then add the fact that video performs FIVE TIMES better than static content like text and photos. Yep. You read that right.

This means that if you’re not producing video content, you’re not reaching people. And if you’re not reaching people, then you may as well not bother doing digital marketing.

Today, video is easier than ever to produce. You have a whole video studio packed into that slab of black glass that’s sitting beside you right now. Software from iMovie to Canva can make the production of video easier than you realise. It’s at the point where creators are now making whole TV ads and documentaries on tools as simple as Canva! Yeah – you can do that now on Canva.

You don’t have to dance on TikTok or cause drama on YouTube to leverage video. It might just be live video talking to customer on Facebook. It could be telling short stories or doing shoutouts on Instagram. It can be hosting a webinar and posting the video up on YouTube. It’s easier to bring video into what you’re already doing that setting aside special time just for your video.

So take that phone with you. Capture moments and thoughts as you’re going and share that with the world. It’s more interesting than you realise. And once you’ve done it for a while, it becomes second nature, and you build a solid audience of people who are actually into you and what you do.

And they are interested. If there’s one thing we’ve learned about the internet, it’s that there’s a niche for everyone, and an audience for anyone who’s willing to put some time and energy into creating something for people to watch.