Video Content is King: Are You Missing Out on the Crown?


If you haven’t yet gotten your fill of royalty with the recent nuptials of Prince Harry and Meghan Markle, let me add another royal to your mega fan bucket list!

Marketers and communicators in the industry today know that video content is king for any digital strategy. Further, engagement is queen (and not surprisingly, she runs the household!)

As a former broadcast journalist, I have worked over the years to hone my one-man-banding story-telling skills and marketing know-how into a successful brand journalism video program for Inspire.

Having a keen ear for strong soundbites, knowing what to avoid (ex: windows behind interview subjects, jump cuts, etc.), and keeping the audience in mind at all times are just a few of the tips I provide when asked how video should be incorporated into someone’s online presence.

While I have been known to shoot longer form videos for clients, the sweet spot for video length is really 60 to 90 seconds. After that, people lose interest (sorry to those fans of lengthy Facebook Live videos).

Social video generates 1200% more shares than text and images combined.

Video is increasingly how we, John Q public, absorb information and form opinions. People make decisions based on how they feel more than what they know, making video an effective tool in shaping perceptions for companies and organizations alike.

It’s also an affordable option that does not require large production houses – an iPhone, microphone, tripod and your editing app of choice is all that is needed. In fact, overly produced video should be avoided according to experts on

“The public has shown that they care very little about video production values; videos that go viral are often taken with a phone. In fact, slickly produced videos may be mistrusted as they may be seen as less authentic. Focus less on script writing and editing, and more on saying something genuine that will have meaning to your audience.” - Diana Wolff, LRG Marketing

Other stats to build your case for implementing video brand journalism include:

  • 45% of people watch more than an hour of Facebook or YouTube videos a week.
  • More than 500 million hours of videos are watched on YouTube each day.
  • More video content is uploaded in 30 days than the major U.S. television networks have created in 30 years.
  • 87% of online marketers use video content.
  • 72 hours of video are uploaded to YouTube every 60 seconds.
  • One-third of online activity is spent watching video.
  • The 25-34 (millennial) age group watches the most online videos and men spend 40% more time watching videos on the internet than women.
  • Over 500 million (half a BILLION) people are watching video on Facebook every day (via Forbes).
  • Views of branded video content have increased 258% on Facebook and 99% on YouTube as of June 2017 (via tubularinsights).