Digital marketing is shifting rapidly with incredible technological advances seen even in the last five years. Internet speeds continue to get faster, including mobile internet with 4G and Wi-Fi coverage becoming ever more available and reliable. In fact, increasingly people do not just demand wifi but expect it, not as a luxury but almost a necessity wherever they go, whether in the local cafe, the train or plane, or their timeshare resort.

Coupled with these rapid advances in computing, mobile and internet technology, has been a rise in the importance of video as a medium for both entertainment and marketing. Video is not just the future but the here and now, and the demand for video is huge! You only have to look at YouTube, the second most visited website in the world. The huge appeal of YouTube is that you can find videos about practically anything whether it is an amazing travel destination, a brand new product unboxing, or a how-to guide.

The power of video is only set to increase and has reached other internet giants such as Facebook, Twitter and Instagram. Investing in video content will not guarantee sales, but it is absolutely vital for businesses both large and small to make video content one of their major marketing priorities. One statistic alone should be enough to make you sit up and take notice of the power of video: According to Forrester Research’s Dr.James McQuivey, “a minute of video is worth 1.8 million words.”

Video does not need to be a direct sales pitch to be effective, but it must be engaging and grab the audience’s attention. Today’s world is increasingly interconnected with over a billion YouTube and Facebook users, over 400 million Instagram users, and over 300 million Twitter users.

Many people love to share quality and/or interesting content especially videos and photos. As your video becomes shared and viewed by more and more people, this will lead to increasing awareness of your brand. Video can be hugely effective for travel companies and destinations, and is great for the timeshare industry.

One recent excellent example of a well produced, engaging and high quality video is this one from  CLC World Resorts & Hotels which was uploaded to their Facebook page and YouTube channel:

The video was produced to coincide with World Oceans Day 2016 and was viewed and shared by a sizeable audience. As you can see the video is not directly aimed at selling a resort or destination but is linked to an issue that many people feel very strongly about. The video includes some very interesting information, is a great length for viewing and sharing, and has an excellent message.

The video has had over 4,300 views on Facebook, and 380+ views on YouTube in the past two weeks. This video also has lasting value as it will continue to be viewed and shared in the coming weeks, months and even years.

Another great example of the power of video content to increase audience engagement and brand recognition, was posted by the Anfi Group’s ambassadors the Moreno Twins, Daida and Iballa Moreno to their Facebook page. The twins dominate the world of windsurfing and are considered idols by the younger generation of female athletes.

This video was also released to coincide with World Oceans Day 2016, and shows Iballa rescuing a turtle that had been entangled in plastic rubbish from the sea around Fuerteventura. The video had a huge response gaining over 32,000 views and 468 reactions on Facebook!

Anfi also shared this video on their Facebook page which helped to spread this important message! Once again this is not a video that is aimed at directly selling anything, but is an issue that a lot of people care about so it became shared and viewed many times, leading to increased exposure for the Anfi brand name. It is also great when brands are connected with these important issues, and are promoting positive change.

You should definitely not neglect video in your social media and marketing strategies, as you will be missing out on the fastest growing and most engaging medium. This is only set to increase in the future, so get out there and get filming!