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It’s not too late to press play on online video for the upcoming holiday shopping season. Lisa Ostrikoff explains whyMassonstock/Getty Images/iStockphoto

It's not too late to press play on online video for the upcoming holiday season. Here's why:

1. As a marketing medium, you'd be hard pressed to find something better to connect with potential holiday shoppers with. In fact, a recent report by Invodo suggests online shoppers who watch a product video are 1.9 times more likely to buy. That in itself seems reason enough, but there's more.

2. YouTube is the second largest search engine, with more than 1 billion unique users every month. Many shoppers hop on to the video streaming site searching for business, service and product information – which means huge opportunity for you to reach holiday shoppers. But don't stop there. Facebook has recently dug it's teeth into the online video market in recent months. With auto-play videos and improved reporting and metrics, Facebook is definitely a contender for the social video crown. Use this knowledge to your advantage by sharing your video content across both platforms for increased reach.

3. You can get specific with who sees your message. Using online video for organic search purposes, content marketing or social sharing or is one thing – using it as an advertising method, takes it to an entirely different level. Online video advertising combines the power of sight and sound, and places your message directly in front of who you want to see that message, regardless of where they are or who they are. Talk about some serious brand power right in time for the holidays.

Whether you use online video on your website, social media, or in a video advertising campaign there are more than a few strong reasons to have a batch of new videos created ahead of the holiday season. Time to get started – we're just five weeks away until the big day!

Lisa Ostrikoff is a TV journalist and anchor-turned-creator of BizBOXTV, a Canadian online video production, advertising and social media marketing agency. You can find her on Twitter and Facebook.

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