Shoot it: The blooming of video marketing and where it’s going next.
Categories: Marketing, Video
At this stage, there is no doubt of the importance the video channels have achieved in our daily lives. Let’s face it: it saves us lots of time and energy and it’s one of the easiest way to look and find any kind of info: picture yourself looking up the Internet for directions or instructions on anything: reset a mobile phone, bake a carrot cake, go through that tricky level in that game (no shame, everybody does it) or fix your bike. You looked it up in Youtube, of course.
Now think of it applied to marketing and business communications. It has become a very powerful tool to deliver enterprise messages, being those B2B or B2C. Increasing number of views and watched footage, emotional engaging, SEO, mobile friendly are among the multiple benefits that digital moving image can bring to companies. Some of the uses are:
- drive revenue – marketing and advertising video/stream
- To cut service cost – videos can answer the frequently asked support questions (FAQs), can help to train and improve team knowledge – (Training videos, eLearning programmes made
- available 24/7)
- To communicate internally – across major organisations senior management can regularly engage all team members.
- To communicate externally – video press releases and
- market updates.
Prospects
And it will keep growing: According to Cisco, globally online video traffic will be 55% of all consumer internet traffic in 2016. Therefore, marketers are progressively building video into their marketing plans: 81% of senior marketing executives now use online video content in their marketing programs, up from 70% in 2011 and 75% of executives watch work- related videos on business- related business at least weekly.
Mobile is, without a doubt, where most of the content is being watched: according to ReelSEO, back in 2011, only 6% of YouTube views came from mobile devices, YouTube views coming from mobile devices jumped to 25% in 2012, rose to 40% in 2013, and increased to 50% in 2014. Today, more than half of YouTube views and 65% of Facebook video views occur on mobile devices. It seems that the consumers of the future (the so- called centennials) are already here and marketers have to find them in their mobile terminals as they spend most of the time there. They consume most of their digital video in their smartphones. They can check it up to 150 times a day and 53% of those sessions were just for watching video content.
There’s also happening a boom of new video platforms. Traditionally, YouTube has been the biggest and most popular platform to reach the wider audience, but being on YouTube doesn’t necessarily mean engaging with them. It has a massive reach, but having many views in a video, although it’s an important metric and can raise awareness of a brand or company, aren’t always an equivalent of conversions or leads. Or at least it’s difficult to measure. Newest video platforms can generate the necessary data to understand this like how many minutes of video, how many times. Individual data for the viewer, that can be integrated in our CRM system and then tailor- made content and target the right audience. These are some of the vendors that play prominently this market: Adobe, Brightcove, Kultura, Ramp, Ooyala.
Examples
To close, some examples selected by Jonathan English from Skeleton Productions of successful video campaigns which have been proven to have delivered relevant content and engaged with their target audiences and have moved them down the funnel, speeding up the process of converting potential customers:
- Brand films. Sharing the values and mission of a brand with an engaging story.
2. Educational and how to videos. Provide an extra value to everyday life and get questions about products answered.
3. Explainer videos or animations. Simply explain concepts about the product, getting across the brand's values and tones.
4. Case study videos. A step further in the funnel, with the viewer already interested in what the company has to offer. Prone to listen to other consumer's point of view and experiences, the benefits of the product are presented here in a natural way.
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