The future of digital marketing lies in video, according to Utah companies and video producers.
“We believe it’s the new sales pitch and the new digital marketing content plan,” said Benton Paul, CEO of local video production company Big Door. “So if you aren’t including various forms of video in your marketing tactics right now, there’s a good chance you won’t feel very relevant in the near future.”
According to Tech Crunch, users watch 100 million hours of video on Facebook daily. Additionally, users watch 200 million hours video on YouTube every day.
Chatbooks cofounder Vanessa Quigley said Facebook was the perfect platform for her company to share its most recent viral video advertisement that has received over 62 million views.
“Facebook has been huge,” Quigley said. “It’s super easy to share on Facebook, so you end up with quite a large reach.”
Quigley said she completely agrees that video will continue to be an important marketing tactic, and that it has allowed her company to share unique and memorable moments with the public.
FiberFix Brand Manager Tyson Anderson also said video has played a major role in the growth of his company. One video in particular — produced by the Harmon Brothers, the same local company that made Chatbooks’s video — has led to the company’s product almost selling out, according to its website. Although producing this video was expensive and risky, it received over 146,000 shares on Facebook alone.
“Because videos are so easily accessible and shareable through social media and YouTube, they are able to reach vast numbers of individuals that couldn’t possibly have been reached during the days of TV advertising,” Anderson said. “In addition, with the rise of online retail, online videos translate more quickly into sales, as opposed to TV advertising where someone would have to go to a store to purchase.”
BYU film major and video producer Brett Calkins said video content is quickly becoming the new form of communication because people are so saturated with video content. He said he’s seen great things from the video production atmosphere in Utah.
“The great thing about Utah is that the economy is good and there are lots of companies thirsty for video content,” Calkins said. “There are also a lot of really great video production professionals.”
Producing high-quality videos can make a brand seem larger and better established, according to Calkins.
However, Calkins said some Utah companies aren’t willing to pay the money necessary to create quality video. This problem, paired with the large amount of nonprofessionals who are willing to produce video, can undercut professionals and drive prices below the fair price for skilled work.
“And sadly, more often than not the old adage comes true: ‘You get what you pay for,'” Calkins said.