Marketers today are using video more and more in their campaigns. Why? Because its exceptionally effective: visual data is processed much faster by the brain than text. Moreover, adding videos can increase conversions by nearly 90%. 85% of internet users in the United States watch video. And finally, on Facebook, videos are shared 12x more than text posts and links combined

When Facebook began allowing third parties to publish and playback video content directly within their Newsfeed, we were able to watch videos from all over the internet without ever leaving the site; now Facebook drives 11.8% of all referred video traffic to media companies. Since then, the explosion of shortform video platforms like Vine and Instagram has completely changed the world of branded and content marketing. It’s the new frontier for brands seeking to engage consumers: top Vines can get millions of impressions, and Instagram videos are getting twice the engagement that photos do. And then there’s on-the-go consumption of video, which by 2017 will make up two-thirds of the world’s mobile data traffic.

Arriving with Video

Our clients know this. Our friends at General Electric, for example, use Percolate to deploy content packets, and share blog posts and images globally multiple times a day – and they wanted to do the same with video. We listened, and we’re proud to announce the integration of video into Percolate’s platform. Over the next few weeks, our engineers and designers will be unveiling a series of updates to the video tool.

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For starters, we’re about to introduce the ability to add video from any publicly accessible URL to your Percolate Media Library. As soon as it’s uploaded to the library, you can watch and download the file, or add additional information such as a title, description or tags. Over the next few weeks, we’ll be rolling out features that allow you to post videos to a number of social platforms, beginning with Facebook. We’re excited about starting here because video shared on Facebook performs better than video watched elsewhere, with users typically engaging more and watching more of the clip than on other platforms.

After this social update, you’ll soon be able to upload video files directly from your computer, allowing you to easily keep tabs on the videos you’ve recently uploaded and shared.

Ben Clifford, Front-end Engineer at Percolate, said the process has been an exciting one for the frontend team. “We sat down a couple of weeks ago, and talked through the architecture of how we’re storing the videos. Ultimately, we’re taking user videos in a huge array of different possible formats, then transforming them into a few consistent formats that we want to use everywhere. We’ve also created a Percolate branded video player, and have leveraged a really well made open source library to host it all. You can watch and store everything right there, without ever leaving the tool.”

Looking Forward

The next step? Soon, your Percolate media library will accept any type of file, from pdfs to word documents. You’ll be able to view and share them through Percolate, upload multiple versions, and tie them into Percolate’s approvals system to cut your team workflow and maximize efficiency.

From there, the possibilities don’t stop. As we roll out more opportunities to integrate content from our fulfillment partners, like Scripted and Visual.ly, the potential to use fulfillment partners for video content creation becomes feasible, too. We’re looking forward to one day giving our users the option to contract an awesome filmmaker to make a two-minute spot — right there through Percolate — as they plan out great content that people will share, all over the world.