I’ve written about the power of video in the past. It’s an impactful medium so I think it’s worth a continuous discussion. People remember stories over facts and video over text, so when you’re telling your brand’s story it’s important to use video.

Traditionally, video has been a passive way to consume content. This made it more of a top of funnel tactic. Additionally, video players had limited interactivity. Today this has drastically changed as people consume more content on more interactive devices and major providers embrace interactivity.

I’ve talked with a lot of clients about the importance of awareness. They agree, but then when the conversation turns to mediums they press pause when I bring up using video. I often hear, “Impressions don’t equal conversions.” Or “What’s the real value of a view?” Or “I don’t think I have the budget to spend on awareness.”

Engaging and Interactive

Yesterday’s video players lacked interactivity, but today that’s no longer the case. From ad companies like Glassview to personalized video marketing automation companies like Idomoo to large entertainment companies like Netflix, today’s players have a lot more than just a play button.

Even platforms, that don’t have interactivity built into their players are providing ad space around the player that allows viewers the opportunity for direct action.

The traditional, passive consumption of video has changed for many people. As a result, video is no longer just a top of funnel activity. Now it can have a meaningful role throughout your funnel.

Watch This

Video can be pricey to produce, there’s no argument there. Data shows that when done right it can improve your ROI.

So, how do you get the most out of video? Be realistic. I like to use SMART goals when introducing clients to the world of video. This focuses on goals instead of hoping the video’s the magic light switch that’ll change everything.

Video should be an important part of your content mix (and paid efforts). It shouldn’t be the only thing in your content mix.