Video strategy in digital publishing in 2021

The importance of Video strategy in toays digital world:

The world of books is becoming increasingly digital. And the possibilities are growing, especially when it comes to videos. In this post, we’re going to look at the pillars and best practices for creating the best digital video publishing strategy.

Publishing is not just a sector. It certainly has specific characteristics, but above all, it has a central value for our societies; a value that can sometimes darken.

This very complicated period in which we are all still immersed has shown that very well.

The book was recognized as an “essential possession”. But it wasn’t just a question of labels or legal provisions. It is the people themselves who have ‘certified’ it, and it is the data itself that says it.

We refer to the startling data on the sector’s resilience in 2020, a year devastated by the COVID-19 pandemic. The Italian publisher has closed the past 12 months with a plus sign; to be precise + 2.4% compared to 2019. The number becomes even more interesting because it is part of a European trend that (with a few exceptions) reflects the same unexpected growth.

 The first question to ask is, what has made this resilience (or more likely called ‘resilience’) in the industry? There is clearly no unambiguous answer.

First, there are individual choices related to people’s leisure time. Then there is also help in the field of regulation. But the aspect that stands out the most is: digital. The rapid and massive implementation of digital technology in an industry that has historically been slower and more reluctant to do so.

It is important to immediately clear up any misunderstandings. It is not about replacing paper books with digital media. There is a factor, but the numbers tell us it is not central. Instead, it’s about the book, from marketing to sales (even to small bookstores), to loyalty and building a more intimate, multi-channel relationship with readers.

We dedicate a full post to this topic and analyze the various possibilities that digital transformation offers for publication.

However, now we want to focus on a specific and decisive aspect, the most effective tool in the digital ecosystem: let’s talk about video and the importance of implementing a digital video publishing strategy.

Follow us closely as attack limits are very important to any video publishing strategy. Let’s start right away with a number that speaks volumes about the effectiveness of this tool today.

The effectiveness of the video tool in numbers

 Video is thus the king of digital content, the most effective, the most attractive to the user.

Without wasting too many words, let’s look at the data that supports it:

Currently, about 82% of internet traffic is generated by video. In 2017, this percentage was 72.3% (source: Cisco Annual Internet Report).

• More than 1 billion hours of video are watched on YouTube every day (source: YouTube).

• About 100 million hours of video are watched on Facebook every day and the video is constantly growing (source: 99firms).

• On Instagram, postings with videos have an average engagement of 38% as postings with images (source:

This is in terms of absolute numbers. Let us now focus on attention:

• 55% of people pay more attention to videos than to any other type of content (source: Omnikick).

• While watching a video, the average user likes 95% of the message; in the text, the percentage drops to 10% (source: Insivia).

• 85% of marketers consider video as the best tool to attract online attention (source: Animoto).

Let’s look at the statistics of marketers:

• 87% of marketers use video in their strategies (source: Wyzowl).

• And 88% of them say they are satisfied with the ROI generated by video marketing campaigns (source: Wyzowl).

• 97% of marketers believe that video is essential to give customers a better understanding of products and services (source: Hubspot).

• Today, 81% of videos are used as a marketing tool. The increase over last year was not less than 63% (source: Hubspot).

And given all these numbers, the number does not surprise us at all!

The data discussed in the previous section clearly and eloquently show that video is the most efficient medium in the digital ecosystem; and that consequently, more and more videos are online.

 Amidst this turmoil, how can you identify and capture the right audience by delivering the right messages?

Of course, there is no single answer. But there are a number of fixed points: a video strategy for the publisher should be based on it.

First, it is about understanding “who you are” and with what “tone of voice” you want to present yourself: a tone of voice that must be consistent over time.

The second point is about the channel: communicative cohesion cannot be blind and monolithic. Making a video that is only distributed on your website is different from making a video for social media.

There are also big differences between the videos distributed via Instagram and Facebook – or even more – via TikTok (if you want to reach younger people). Each platform has its own rules and best practices regarding duration, format, potential objectives, focus, and engagement mechanisms.

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