Seizing Your Video Content

Seizing Your Video Content

If you had the choice would you read this article or would you watch it? As online videos continue to grow, it’s a question that we all should think about.

A recent study by Cisco predicts that by 2017 video will account for 69% of all consumer traffic, while video-on-demand traffic will have tripled.

It’s fair to say that video is the future of content marketing. But the question we have to ask is why isn’t the Australian Government not taking advantage of their possible reach? Our CEO David Pembroke recently suggested that the UK government internal communications strategies are leaving their Australian counterpart for dead.

That’s not the only place the government communication departments are faltering. Previously, we mentioned that Prime Minister Tony Abbott missed his opportunity for his message to get across. He missed his opportunity because they decided not to tweet about the video and his Facebook post was only ‘liked’ by a small percentage of his Facebook followers.

On the other side of things we have US President Barack Obama who clearly recognises the power of video in content marketing. The President’s digital marketing team took the country by storm in 2008 with an unprecedented understanding of how to use the internet to rally a young, wired audience – and they did it again in 2012.

Recently, President Obama participated in a quirky video released by, which created social media frenzy. President Obama sat down with comedian Zach Galifianakis on his show Between Two Ferns, for President Obama to participate in the video is what got him elected in the first place. President Obama’s aim was to get young people to sign up for health care by a certain date. Here’s the video:

According to CNN, more than 13 million people watched the satirical video. A tweet from announced that the website had over 895,000 visitors a day after the video’s release, a 40% spike from the day before.

The video was released on the 11 March 2014; according to data released by their Health and Human Services department they had an additional 3.7 million people sign up between 1 March and cut-off date 31 March. Now it’s too difficult to tell if those figures were a direct consequence of the video, but given the traffic received shortly after the skit was released it’s certainly worth a cheeky punt that it helped reach a wider audience.

In content marketing terms, it was a success.

The Between Two Ferns may not be funny to all their viewers, but it did show us in this instance where the government can take advantage of video content and realise it’s an essential tool for marketers, brands, and publishers to increase awareness.

Photo: David Erickson

Each week a staff member puts pen to paper to write about an aspect of content communication that speaks to them, and hopefully, informs you. This is a space where our passion for writing, learning and sharing information comes to shine.

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