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‘Ignoring video means lost sales and loss of control’

Peter Ruppert, Founder and president of digital marketing agency Visibility IQ

Today’s attention span of five seconds and the reluctance to read, particularly among the tech-savvy young, is driving the demand for video to answer search queries for most things apart from results that are data-dependent.
Video is increasingly turning the web into a representation of the real world and YouTube is its universe.

Fashion brands and retailers should think like broadcasters and be developing a multimedia content strategy imbued with personality that adds value to consumers’ lives.

Companies that have recognised this, such as lingerie brand Curvy Kate and retailer AllSaints, are on the path to drive brand awareness, customer engagement and sales.

Of people who watch product review videos, 90% do so when in purchase consideration mode, according to The Social Video Report 2013. As a result, the future of search engine optimisation (SEO) will be holistic and centred on intelligent value-added content.

Many brands have had the nous to produce video and upload it to YouTube, but the vast majority of that content isn’t visible to its intended audience due to poor SEO. In other cases, the content that is ranking high via search could be a competitor’s. That means lost sales and loss of control over brand reputation.

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