Content marketing has been on the rise for several years now. In fact, as long ago as 2012, 40% of overall marketing, advertising, and communications budgets were being used on content marketing. The growth of social media has only caused that number to increase over the past 4 years.
Graphics Rule the Roost
Content isn’t just text though. It has evolved greatly over time to include the ever popular meme. This hybrid hilarious, pointed beast combines text and image to get a point across in a manner that invokes much more emotion that simple text alone.
This is why graphics are so fabulous. The emotion comes immediately with image, even if the text is ignored, which it almost never is. Once the image is seen, the desire to read the text is heightened.
There is another, however. Something that is gaining increasing popularity for various reason over both text and static image. There is the video.
Why Video Works
Here’s the thing. People are busy. They can’t sit down and read all the content thrown at them daily. There just isn’t time. Image is great, but it can only carry a message so far. It is limited. Video however, provides the visual benefits without the static limits.
The message can be sent, with the necessary emotion, in a more effective and efficient manner. It takes practice. If someone is willing to read text at all they can skip ahead to the point. It is harder to do this with video, but video offers something from the get go that text does not.
We Want to Be Entertained
It is a fact of life. Humans crave entertainment. We love to be social. We want to see other people, peek inside, and get a taste of their lives. This is why television, and specifically reality shows, are so popular. Video offers this and we jump for it. They make us laugh, they make us cry, and if advertisers can get their message across at the same time, more power to them. It works.
The Response of Technology
YouTube was long touted as the main platform for video content. Others are fighting back however, most noticeably Facebook with its introduction of Facebook Live. The ability to do your status update on live video is changing the face of social media, slowly but surely. What’s to come remains to be seen.
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