When taking a look at the anticipated content marketing trends of 2017, video content is at the top of the list. This year it’s estimated thatvideo will be responsible for representing 74 percent of all internet traffic. That’s a powerful statistic that marketers can’t ignore.

Today’s marketers are dealing with consumers that have extremely short attention spans. Video content has proven to be an effective way to captivate an audience and hold their attention.Four times as many consumers would prefer to watch a video about a product than reading about it. Consumers will also stay engaged with video content for longer periods of time than other forms of content.

Here are four convincing reasons why you need to embrace video in content marketing in 2017:

1. It’s extremely powerful.
You probably already know that Google is the largest search engine in the world. However, did you know that YouTube is right behind Google in search traffic?YouTube has one billion users, receives billions of daily visits, and reaches more 18-34 year-olds than any cable network. In short, video commands an audience. If you’re not already making video part of your content marketing strategy, you’re behind the curve.

2. It enables you to show off your brand’s unique personality.
Showing off your brand’s unique personality in a blog post or other form of written content is not always an easy task. Using video content to literally give your brand a voice online is an effective way to overcome this challenge. Video content is personable and allows you to connect with your customers on a deeper level. Videos can be crafted in a unique way to make your business more memorable in consumers’ minds, which is important as they move towards purchase decisions.

3. It enhances your ability to tell stories.
Storytelling is one of the oldest and most effective tactics for drawing in an audience, and video allows your stories to come alive. Use video to better tell your story by sharing customer testimonials, interviews, and behind-the-scenes views of your business.

4. It appeals to mobile users.
Considering that more people are now browsing the internet using a mobile device than a desktop computer, marketing to mobile users is necessary in 2017 and going forward. Video and mobile go hand-in-hand. According to YouTube,video consumption on mobile devices increases 100 percent every year.

With popular tools like Instagram Video andFacebook Live, creating quality video content has never been easier and more convenient. If you’re not already using video to reach your audience, keep in mind that your competition is. Start creating video content today to diversify your marketing strategy and more effectively reach your audience.