To Vlog or Not to Vlog: That is the Question


An elder marketing representative with archaic ideas of brand marketing — you know, that person with the die-hard mentality of “doing things the old-fashioned way” — might look at the word “vlog” and simply assume that the word is misspelled. In these times, it’s still amazing that there are some folks out there who don’t understand the concept — or advantages — of video blogging.

Exactly what is vlogging? In short, it’s turning your old-school blog into something that is produced via web television. Instead of writing your thoughts, you are turning your readers into viewers and providing your content by way of a video link, oftentimes embedded.

Vlogging has become super popular, and it helps that it isn’t rocket science to work. As digital marketing continues to evolve each and every day, we continue to see more and more trends that don’t define your grandfather’s marketing tactics. Video is large, and in many cases, for many brands, video is vital to success.

To add, vlogging, and video branding in general, must make sure it’s done with a mobile-first approach. According to a recent study published by Inc., roughly 90 percent of videos are watched by way of cellphones. More and more people are functioning on the go, looking more at their smartphones and less at their laptops and computers.

When asking if a vlog can be important to a marketing strategy, there’s no doubt that it can work, as it caters to customers to a point where it may be considered the preferred channel. Particularly when you couple vlogging with the use of social media.

Let’s look at some numbers. According to a forecast by Cisco, video as a whole will account for 85 percent of internet traffic in the United States and 80 percent of internet worldwide. While Facebook is considered the social media option for older marketers (compared to Instagram or Snapchat, used more by younger marketers), a Facebook video, on average, receives 135 percent more organic reach than a Facebook photo. There are more than two billion active users of Facebook — “billion” with a B — so working the marketing route via this social media tool makes about as much sense as breathing and eating.

Regarding marketing for millennials, Animoto has some very interesting statistics. Seventy percent are likely to watch a company video when shopping online. Eighty percent consider video content when researching a purchase decision.

We’ve spoken about Facebook; YouTube is one of the best options when looking to work vlogging into your marketing strategy. According to Animoto, 76 percent of millennials follow brands on YouTube.
There’s something about a short video that, whether it’s a beautiful presentation or a visual train wreck, a consumer will usually finish the product in one view. Roughly 20 percent of viewers, per this report, stop watching a video within the first 10 seconds. That’s a great statistic if you see it as only 2 of 10 people — an even better statistic if you see it as only 20 of 100 people.

We spoke about Facebook and YouTube; Snapchat is beginning to rise with video marketing, as well. There are more than 300 million monthly active users of Snapchat, and more than 3 billion snaps (videos and photos) are created daily, per a report. More than 10 billion video views are generated every day.

The opportunities for vlogging are infinite. With everything previously mentioned, the only thing left to say is … what are you waiting for? Video is the immediate, the current present and the far future of marketing, and vlogging has a home for what appears will be a long time. Coupling vlogging with social media is what’s hot now, will continue to revolutionize marketing and will continue to produce noticeable results.

If you aren’t taking advantage of vlogging and video marketing already, adjust your plans accordingly — for the good of your brand and business.

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