What was originally the title of a 1996 article written by Bill Gates has become the most relevant truth about the internet.

Like a premonition, it is a fact that the web is now abundant with many different types of content… and with lots of it, too. Differentiation is key, so if you want to stand out from the crowd you should update your content strategy to match the future of the internet


Why video?

The internet has confirmed what was more than a suspicion: video is now the medium of choice not only for peer-to-peer content sharing and broadcast media, but also for brand-to-customer communications for both B2C and B2B markets.

This is possible because our internet connections and ever developing smartphones and laptop computers handle streaming effortlessly. But it is actually happening as a consequence of the nature of video itself: this type of content is processed by the brain 60,000 times faster than text. As humans are hardwired to evade cognitive strain, we tend to prefer videos.

But how can videos be much more educational and descriptive? Well, they put to good use an array of resources text and even static images can’t compete with: the combination of an engaging script, cute characters and animation actually tells a story very efficiently in little time.  


There is a reason why Facebook, the fastest growing ad platform in the world, gives preferential treatment to video. Actually, video posts on Facebook deliver more than twice the reach of photo-based posts. Maybe it’s because users react accordingly: Facebook video posts have increased by 94% annually in the United States.

Video is not enough. But smart video is!

Chances are, if you are not including video in your content strategy, you should be thinking of starting. And if you are, there surely are some tweaks you can make to put your marketing efforts to their best use.

Actually, the way to go with videos is focusing on your buyer journey, the process buyers go through to get to know, assess and ultimately purchase a given product or service. A typical buyer’s journey involves three stages:

  • Awareness: The buyer realizes they have a problem.
  • Consideration: The buyer defines their problem and looks for options to address it.
  • Decision: The buyer opts for a solution.

When it comes to target audiences, messages are being more and more segmented because customers are receiving increasing amounts of information to process. What they finally select to pay attention to is what feels most relevant to them. Having said that, it is a no brainer that traditional advertising needed to evolve into the world of content marketing, where personalised content journeys are replacing the one-size-fits-all approach.


Applying video to the three stages of your buyer’s journey means that you will be able to address your customers with specific information depending on which point of your buyer’s journey they are in. In this way, you can stay ahead of your competitors: with a truly tailored content experience, you can get increasing attention from the people you care about. And as you know, specific content means a higher ROI.

So now you know: if content is king, video is its crown. Be sure to take the throne this year! Step up with smart video content and learn much more about the world of marketing videos with our Marketing Video Resources. And never forget to have fun! Experiment to see what fits best with your brand.


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