Video marketing: il miglior amico della tua content strategy

Video Marketing: your content strategy’s best friend

Video content is a fundamental part of content marketing: it drives brand engagement and facilitates interaction with users. Video content preferences are not the same for everyone, but many users consider video their favourite content.

There are trends that group together preferences on the type of content preferred by each generation. A HubSpot research on 3,000 consumers revealed that the top three most-preferred content types are:

  1. Video
  2. Interactive articles
  3. Social Media Content

Furthermore, considering that smartphones are the most frequently used devices to surf the internet, research shows that users access content on various channels at different moments of the day, being just before going to bed, or as their alarm clock rings and even while attending their bathroom business.

This is especially true for generations between the age of 18 and 44 years: more than 50% of them surf the Internet mainly from their mobile, with peaks of 68% for the Millennial range.


Video marketing: the best platforms for your strategy

Google Vs. Facebook?

Facebook has recently begun targeting more aggressively some of the areas where Google reigned unchallenged, such as the development of increasingly advanced functions dedicated to the hosting and enhancing of video content.

This corresponds to a clear strategy. To give you an idea we can just mention that in mid-2016 Facebook’s vice-president for Europe, the Middle East and Africa (EMEA) said that in his opinion in the next 5 years Facebook will become totally video, without any text.

We don’t know whether this prediction is coming true but some numbers do give the impression that this is going to be the future. .

Reporting a Cisco study, Forbes magazine said that in 2021 one million minutes of video (or about 17,000 hours) will be criss-crossing the web every second, which is the equivalent of an uninterrupted two-year vision, 24 hours a day, only in one second.

To each his own

Not many platforms can boast a wide, active and dedicated audience for their videos. And more importantly, each of them has its own peculiarities, which is a fundamental element to be taken into consideration when developing content strategy. Here are some of the most significant ones.

Youtube: the king

Youtube is unbeatable in terms of number of users: the latest data say it has 1.5 billion users logged on per month who spend about one hour a day on the platform only from mobile devices. Youtube works tirelessly to increase the amount and engagement of the videos it hosts. Among its most recent projects, there is the collaboration with Daydream through which they are trying to make the creation of videos in 360° and in VR with the VR180 format and cameras more accessible.


Facebook’s videos are viewed 8 billion times every day for a total of 100 million hours daily. The social media platform, however, expects a different use of its contents. For example, it has been estimated that 85% of users who watch videos on Facebook do so without listening to sound. No wonder then that subtitled videos are so popular.


Instagram is in a fantastic shape. With  700 million active users per month, Instagram has more than twice as many users as Twitter and over three times the monthly active users on WhatsApp e Facebook Messenger.

Even though photos dominate the scene, video and stories are becoming increasingly popular. 25% of ads are in video format, with peaks of engagement for those not exceeding 30 seconds. Instagram with its stories reaches peaks of 250 million users who use them every day, overtaking Snapchat which invented them.

The website has been one of the hottest phenomena in recent times and a real heaven for teenagers aged 12-17. Born in 2014, allows users to create videos between 15 and 60 seconds in length adding music, filters and effects. It is mainly used in lip sync, creating a kind of silent video karaoke. In Italy the site literally exploded in 2017: it now has over 4 million users and the phenomenon of “musers”, i.e. influencers, has become a reality. The most popular Italian muser has a following of about 2 million.

Video is a countable noun.

As for social media campaigns, also video marketing strategies must be customized according to the channel of reference. There is no one-size-fits-all solution.

Obviously, the mere decision to use videos does not guarantee the success of your marketing strategy. Most users appreciate (and share) some types of videos more than others: “behind the scenes” videos, funny videos, instructional videos or emotional ones. Obviously enough, it is the quality of the product that lies at the heart of its success. Once the attention and liking of the users is obtained, videos are also able to lead the engagement, offering valuable support to brands and sales.

The future is interactive content

The success of videos does not seem to be a momentary bubble nor a passing trend, as some commentators say. Rather, their explosion seems to follow a real change in user preferences. Videos are the kind of content that users want to see more in the future.

This also applies to brands: among all types of content, 54% of users would like to see videos from brands or companies they follow, making them the preferred content type for B2C communication.

Video marketing, as well as content marketing, offers increasingly diversified strategies to capture and keep alive the attention of one’s audience of reference. Each platform has its own specificities, and it is essential not to neglect the expectations of users when they are offered content. This is why we must be careful to avoid mistakes. How? Check out our tips on 5 major mistakes to avoid in content marketing.