In order to stay relevant in the evolving blogosphere, bloggers need to invest in video content. You don’t have to completely transform your blog into a “vlog,” but you should have a plan for integrating visual content into your existing strategy. If you don’t, you’ll get left behind sooner or later.
Importance of Video in Blogging
When you look at the future of web content, it’s pretty clear that video will play a critically important role moving forward. According to Cisco, video will account for approximately 69 percent of all consumer traffic by 2017. Looking past 2017, these numbers are expected to grow even more.
“I’ve been guilty of ignoring video content, convincing myself that everything needs to be perfect in my very first video when in reality just making a start and committing to the process is the best way to learn and develop,” writes blogger Paul Dow. “As a blogger you want to connect with your audience and what better way than addressing them on video, making a visual and audio connection with them rather than just a written one?”
As a blogger, you can’t afford to ignore video any longer. While it certainly takes time, energy, and a blast of creativity to invest in video, now is the time to start learning. If you wait until next year, you’ll be way behind.
2 Tips for Using Video
With that being said, it’s not a smart idea to jump into video without having some sort of strategy – or at least an understanding of what best practices are. Let’s take a look at some tips for using video as a successful blogger.
One of the biggest issues bloggers encounter when first experimenting with video is not understanding how video content fits into the bigger picture. They either rely too heavily on video or use it in the wrong context. When viewed through the lens of blogging, video best serves as a compliment to textual content. It’s supposed to provide additional clarification and higher engagement on the topic of interest, not replace it altogether.
Let’s check out an example to get a better idea of how this looks in practice. Take a look at this page from a travel company that specializes in trips to Peru. As you can see, the video only takes up a fraction of the page. The rest of the page is filled with your standard text and paragraphs. The video merely gives visitors a visual connection to the topic. When using video on your own blog, remember that video serves the purpose of complimenting text – not replacing it.
Brief is Best
Did you know that 83 percent of viewers prefer videos to be five minutes or less in length? This is good news for you. It means you don’t need to develop long form content to be successful. Simply providing your blog visitors with concise and engaging content is enough.
Check out this example from Groupon. The satirical video is less than two minutes long, which ensures viewers stay engaged. If the video were five, six, or seven-plus minutes long, do you think people would continue watching?
As a side note, notice how the text content and video content cohesively work together to provide a post that’s consumable through two different mediums.
Invest in Video Today
While every blogger has a different strategy, it’s challenging for anyone to ignore the power and influence that video has in today’s internet landscape. If you want to maximize page views, engage visitors, and mold your blog into an immersive destination that keeps people coming back for more, then video must be a priority. Invest today and reap the benefits for years to come.