Why video should be the cornerstone of your content marketing

Microsoft Canada’s research report found the average human attention span to be 12 seconds in 2000. But by 2013, it plummeted to just 8 seconds. That’s a whole second less than a goldfish.

Hyperbole aside, this shortening of attention span correlates with new technology and an explosion of competing sources.

Indeed – this was forecasted by Herbert Simon, economist, in 1978:

“[What information consumes is] the attention of its recipients. Hence a wealth of information creates a proverty of attention.” – Herbert Simon, Nobel winner for Economics (1978)

There’s no stopping, either. Content Marketing Institute’s yearly B2C Content Marketing report finds that 80% of B2C marketers plan to produce more content in 2016. (Regardless of effectiveness!)

In a world of multitasking and multiscreening, how can you capture your audience’s full attention? You make more engaging content, and that’s often video.

Why is video more engaging than traditional content?

Video gives you the advantage of conveying an entire campaign in a short space of time. The old adage is ‘show, don’t tell’. And that’s exactly what you can do with video.

B2B marketers can take complex products and services and distil them down to 90 seconds of informative video. B2C marketers can present emotive stories and connect products with personal goals.

Online, videos increase website conversions.

And video can improve the time onsite by as much as 100%.

Using the world ‘video’ in email subject lines boosts click-through rates by 65% and reduces unsubscribes by 26%.

Online video also gives you more information throughout the customer journey. Unlike traditional print marketing or even other forms of digital marketing, you receive far more data about the effectiveness of your campaigns.

That’s why 96% of B2B companies are using videos in their content marketing and 73% confirm positive results.

But you’re not going to blindly throw time and money into marketing videos without finding a way of managing and measuring them. How do you know what’s working and what’s not?

Take control of your video metrics

ROI (return on investment) is the concept when considering the your online video strategy. It stops you spending your video budget on a whim. And it causes you to think about your audience’s use cases for the video.

The number of views is the first point of call, and it’s an important measure of success. But it’s not everything.

With a dedicated online video platform, like Media Platform, you can get a much more granular view of your audience and then tailor your video strategy. You can track for these common metrics that are aligned with your business goals.

Content Drop Off

Is your video too long? Content drop off shows you which videos are catching your audience’s attention. If your audience are clicking off after a few seconds, you may need to make a few edits. Try a more persuasive introduction with a key benefit, for example.


Once you find out how many people clicked on your video, your attention needs to turn on how many people did actually like your content.

You should look for:

  • Shares
  • Likes
  • Comments
  • Subscribers
  • Mailing list sign ups (especially for B2B video marketers).

Conversion Rate

Conversions don’t necessarily have to be monetary. A conversion can be described as any time that a viewer completes the call to action you have asked of them.

If you’re running an eCommerce store, this could be a purchase. Or if your goal is lead generation, this could be a sign up to your mailing list or a requestion for information.


When creating the content of your online video you’ll have a certain audience and goal in mind. So naturally your aim is not to get just views, but getting views from the right people.

Finding out the demographic of the people who view your video can offer useful insight into whether or not you are reaching your target market.

Choosing an Online Video Platform for your marketing videos

With Media Platform, you get access to these rich analytics. You can attribute which videos help you achieve your business goals. You can build your own HTML5 player with your brand and logo. And you can deliver effortless live streaming for product demonstrations and launches.

Contact us for a demonstration and a free 14 day trial:

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