Video is taking content marketing by storm, but you’ll have to do more than just make one to realise its full potential.

By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled.

The success stories of videos that have gone viral are legend. A recent campaign from Volkswagen, for example, saw a trio of its videos viewed a combined 155 million times. If such numbers seem out of reach for companies without 12-figure revenue streams, they at least demonstrate video’s inherent shareability. Engage viewers and they will share the video with others. They will spend longer on your website and more time interacting with your brand. For any social media campaign, video is without doubt one of the best tools in the kit.