The year 2015 was a landmark for video marketing, with online video accounting for half of all mobile traffic. Indeed, digital video arrived on the scene in a big way, across different platforms and devices forcing many digital marketers to catch up.
The most effective videos always follow a script. After all, without a script, how can you possibly convey your message to your intended target audience? While this may seem like common sense, the unfortunate fact is that many business owners underestimate just how important the script actually is. If you’re in the midst of creating a new video for your business, it’s imperative that you invest the time necessary to create a script that clearly and succinctly gets your message across with as little “fluff” as possible. After all, the shortest distance from Point A (which in this case is your video) and Point B (which is your intended target audience taking action) is a straight line.
“Viral” videos are widely seen as the Holy Grail of video content marketing, and for good reason. A viral video is the biggest win for any marketing campaign, having the ability to change your brand into a household name (or “household meme”) overnight.
Contrary to popular belief, much more goes into making a good video than most people think.
Online video is affecting how audiences interact with content, advertisements and brands on the internet, forcing businesses ranging from mom-and-pop shops to Fortune 500 companies to adapt and take action. As more platforms open up to video and video-recording abilities improve on devices, videos are becoming an increasingly unique and powerful way for you to communicate online, particularly on the mobile front.
Breaking down the numbers
The folks at HighQ put together an excellent infographic that highlights a number of notable 2015 statistics in the world of video content marketing. Among the key takeaways include:
- Online video now accounts for 50 percent of all traffic on mobile devices
- 65 percent of online video viewers watch over 3/4 of a video
- 78 percent of people watch online videos weekly
- 55 percent of people watch online videos daily
On the other hand, a Usurve report offers the following insights:
- 39 percent of respondents in their study were more likely to share video content
- 36 percent were more likely to comment on video content
- 56 percent were more likely to “like” a video
However, this doesn’t mean you should shelve your content marketing campaign’s text-based content in favor of video. Video and print articles are geared towards different cognitive functions, so it’s not exactly an issue of choosing one over the other, but rather leveraging both channels at the same time, ideally to complement each other. That being said, it’s important to understand why video content matters for your organization.
Reason No. 1: Videos are passive
The brain processes information from a video far faster than reading text. Humans are hardwired for instant gratification, so this “laziness” naturally draws people to information that’s easier and faster to process than something that takes more effort.
Reading and watching video involves different processes in the brain. When you read a blog post or article, you actively use your brain not just to look at the symbols and words you see, but also to connect the text with existing ideas to form new ones. As such, reading requires a higher level of concentration.
In contrast, watching a video is passive, requiring less of your attention span. Since you’re using your sense of sight and hearing when watching a video, information takes less time and effort to interpret, and is a much more automatic process.
Reason No. 2: Videos are shareable
Internet users are drawn towards videos, meaning they’re more likely to pay attention to a video than a wall of text. More important, they’re also more likely to want to share the instant gratification they experienced with a video they just saw – this explains why videos (especially short videos) have a higher tendency of making the rounds on social networking sites.
If text-based content plays a critical role in your content marketing campaigns, you might want to try pairing it with video to boost your message’s coverage.
Reason No. 3: Videos appeal to emotion
Case studies and white papers are effective at providing comprehensive information about a topic, but they don’t make the emotional connection the same way a video does. For instance, try to compare a case study detailing the product/service experience of one of your customers and a video testimonial.
The case study can dive into the details of your customer’s experiences, but the video lets the customer talk about her emotions and experience in her own words, giving prospects a personal look into your products or service.
To learn more about the ins and outs of videos for content marketing, talk to the experts at SR&B advertising today.
Anyone who came of age during the ’70s, ’80s and ’90s will be familiar with the words: “We’ll be right back after these messages,” a polite segue to commercials, the lifeblood of TV networks. But with the digital age of video marketing now fully upon us, many TV and cable networks want to cut back on the commercial chatter, removing some 30-second TV spots that have been many brands’ favorite medium of advertising for decades.
The reason? TV is becoming less relevant in a time of digital, on-demand viewing, when binge-watching entire TV seasons is becoming the new norm, and the fast-forward button is the favorite remote control feature of many viewers.
Indeed, many signs point towards the death of the standard 30-second TV ad. In 2009, Britain spent more money on online marketing than television, with internet advertising accounting for 23.5 percent of ad spend, compared to TV’s 21.9 percent.
Obviously, TV ad connoisseurs won’t like this turn of events. Over the decades, the 30-second TV spot has transformed from being just a medium for product promotion, to a sophisticated platform for sharp and witty humor, so much so that many ad men see them as works of art.
Don’t say goodbye to TV just yet
Completely nixing TV isn’t exactly a smart move. While Netflix’s 44.74 million streaming customers in the United States have hurt network and cable networks, a Variety report shows that “Total viewing of networks from Time Warner, Scripps Networks Interactive, AMC Networks and Discovery Communications rose in 2015.”
So clearly, there’s still demand. And when there’s demand, there’s opportunity for video content marketing.
Alternatives to 30-second TV spots
Several TV outlets are turning to something different to ease advertiser worries.
- Video vignettes. Instead of 30-second ads, networks are pushing for video vignettes, the content of which depends on the shows they play on. An example of this would be the Pepsi ad disguised as a segment on the show “Empire.”
- Non-conventional ads. Viceland (Vice Media and A + E Networks cable networks) has proposed for ad buyers to develop non-conventional ads that can be as long as a few seconds to a few minutes in length.
- 15-second ads. Nielsen argues 15-second ads are the new standard in TV spots, thanks partially to growing mobile usage and new platforms for watching online videos emerging. The 15-second ads aren’t limited to TV either, as platforms like YouTube, Facebook and Instagram provide opportunities for these short ads.
Should 30-second TV spots be your video content strategy?
Unfortunately, there is no simple answer to this question. Whether this revered ad format is here to stay will probably be a subject of debate for many years to come. What we do know is that basing your strategy around it should depend on your needs and audience.
Where does your audience consistently consume media? What age group do they belong to? What kind of ads resonate with them the most? Find the answers to these questions with the help of SR&B advertising.
Call us at 410-893-3334.
When it comes to content marketing, different forms of media have different levels of impact. And depending on your marketing goals, there are times when the written word won’t suffice. In cases like these, video content marketing is often what’s needed to deliver the intended message more effectively.
A report by Demand Metric shows that 82 percent of B2B marketers surveyed in their study found success with video marketing. So clearly, video marketing is nothing to be scoffed at.
But the study’s results raise an important question: What does success mean with video? And more important, how do you measure a video’s success? The following are a few video marketing metrics to keep an eye on when measuring video performance:
The play rate is a percentage or proportion of users (number of plays divided by the number of loads) that play your video. Obviously, when your play rate is a low number, it means people aren’t seeing your message.
There are a number of ways to optimize your play rate, some of which you may have already heard of.
- Thumbnail. Pick a thumbnail that catches the viewer’s attention. A snapshot of an actual person or scene will be more clickable than a black thumbnail.
- Above the fold. If you’re posting the video on your website, keep it above the fold to increase its chances of being played.
- Size. Several studies show that the sweet spot for video size – the size with the highest average play rate – is between 401 pixels and 600 pixels.
Video marketing always has a goal. It can be:
- Subscribing to a channel for more videos.
- Clicking on the “buy” button.
- Clicking on the “contact” button to get in touch with a customer representative.
In any case, your conversion rate is measured by calculating the percentage of people who’ve made a desired action. Conversions are the primary metric for business success. If a video was designed to drive sales, your conversion rate will be tied directly to your revenue.
Optimizing your conversion rate starts with something as simple as a call to action, but there are factors to consider.
- Keep it simple. The simpler the CTA, the better. With people’s short-attention spans on the internet, the fewer words it takes to encourage a user to take action, the better its effectiveness.
- Use “action” language. You literally want to tell your viewers what to do: subscribe, click, like and follow are all examples of actionable words.
This metric refers to the number of times your video was shared on social media sites. If you want to know your video’s reach, this metric is where you should start looking. It’s basically a metric to gauge word-of-mouth in the context of videos.
You can increase your video’s shareability by doing the following:
- Make your video shareable. Use social buttons to make sharing as easy as one click.
- Include sharing in your CTA. Tell people to share your videos.
Get more tips on how to measure your video content’s success from SR&B advertising. To learn more about the ins and outs of video marketing, call us at 410-893-3334.