Why video is killing the old white paper for marketers seeking thought leadership prominence
We’re on the tools beat again this morning. Last week we looked at a McKinsey survey of business executives who showed their growing fondness for social networking and, in particular, video sharing. Today, we look a bit deeper into the latter phenomenon to show just how companies are deploying video to position themselves.
The study comes from the trade publication Chief Marketer (its findings were summarized in eMarketer), saying that while email and a visible social media presence are now standard digital marketing tools, a new category to emerge on radar screens this year is video. SMI readers probably won’t be surprised by this finding. After all, as we reported last month, the ad revenues around social+video combined now represents a £443 million market in the UK alone. These two are the fastest growing segments of digital.
Let’s take a closer look at how video is being deployed. Chief Marketer found that video is at least as popular as display and pay-per-clicks advertising, and now more popular than commissioning white papers. (Not good news for freelance scribes who cannot work a camera to save their lives).
Video is being used to both boost web presence (aka, SEO standing) and to deliver thought leadership, a point we derive from the number of “niche” firms that are investing in webinars. Here’s the full findings in chart form: