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As if you don’t have enough going on in your marketing, now you need to throw one more thing into the mix: video.

A few years ago, only brands who could afford expensive video equipment engaged in video marketing. But now, every single person is carrying around a perfectly adequate video camera in their pocket.

No longer does your audience expect a professional-grade video, and your smartphone is more video-sophisticated than you give it credit for. The fact that 74% of all internet traffic in 2017 will be video means that if you haven’t started incorporating video in your marketing plan, you’d better do it before you get left behind.

Facebook as a Bellwether

If you’re not convinced that you need to go to the trouble of adding video to your marketing strategy, take notes from Facebook. The social media company, which posted record second quarter earnings, is putting a lot of energy into integrating video on multiple levels.

First, there’s Facebook Live, which appeals to users mainly because the potential reach of a Live video is far more than what a traditional video on Facebook can achieve.

And now the brand is pushing video advertising like never before. Because people spend more time on Facebook now that there are more videos, this is an amazing opportunity for brands like yours to capture an audience where they’re already spending time.

Pay attention to Facebook, folks. Not only are they trendsetters, but they’re also future-predictors. And they’re betting the farm that video is going to pay off in a major way.

So, What About You?

If you want to get started today leveraging the power of video, where can you start?

I’m glad you asked.

First, set up profiles on the sites that really highlight videos, if you’re not already active there. These include:

  • Facebook
  • Instagram
  • Vine
  • Snapchat

(Before you sign up for all of them, make sure your demographic is spending significant time on a site first.)

This isn’t to say that video won’t benefit you on other social channels, but these tend to get more visibility for videos specifically.

Next, spend some time thinking about what kinds of videos might interest your audience. The possibilities are endless, but keep your viewer in mind. Some ideas include:

  • Product demos
  • Tour of your facilities
  • Interviews
  • Answer customer questions
  • Skits
  • Imagery that emulates your brand ethos

As you publish your videos on various channels, you can pay attention to which types attract more users. This can guide you to creating more in that same vein.

And finally, play with different types of video. Snapchat is fun because it’s instant, unrehearsed, and simple. Facebook Live might give you the opportunity to engage with your fans. Or you can spend time writing a script and setting up a more involved video. Or do all of the above! Remember: your audience doesn’t expect perfection, but they do want to be entertained.

Video content refuses to be ignored, and doing so could make it harder for you to keep up with the competition. Start your incorporation of video gradually. Pay attention to results and let them shape your future endeavors.