Online video is undoubtedly changing the way that audiences engage with content, ads, and brands, and small businesses and enterprises alike are starting to take advantage. As more and more platforms are allowing for video, and more devices are putting cameras in the hands of consumers, videos are becoming a new way for people to communicate, and a way for small businesses and brands to communicate online and on mobile. Here are why and how you can use video to better tell your brand story.
People Love Online Video
In 2014, audiences engaged with video at a 43% growth rate, and 3/5 of their viewing was on a mobile device. Youtube attracted the most unique visits per month (800 million), making it the #1 video site, however, Netflix is the site where viewers spend most of their time. When you watch a YouTube video, you may see a pre-roll or mid-roll ad run by Google’s own ad platform. More small businesses are interested in the unique targeting capabilities that Google affords.
Not only do people love online video, but millennials are now “cord cutters” choosing to end their relationship with traditional cable companies and migrating to Netflix and Hulu. Traditional TV viewing is down by 17% by teens and millennials, as they are opting to use digital sources rather than cable.
Video Engages Audiences
According to a 2013 UK study, online video is far more engaging than a text article, with adults reporting adults are more likely to share (39%), comment (36%) and ‘like’ (56%) online video over a basic text blog. I recently spoke to an agency head in LA who informed me that brands are willing to pay between $15,0000 to $1 million for a 15 second SnapChat “commercial” due to the value of the audience and the novelty of the engagement.
What makes a video engaging? In my experience, you have 10 seconds to engage your audience before you lose them, so those first few seconds are incredibly precious, and you must have a solid hook. Never have a video longer than 2 minutes if you’re on desktop, and with mobile you’ve got an extra 30 seconds. Videos that are are 15 seconds are more likely to get shared, so the shorter, the more viral.
Marketers Are Moving Budgets
With video dominating content marketing, 64% of budgets are moving towards video content. Brands are willing to spend more and more on video, especially if they are targeting millennials, and if its millennials they’re after, that budget is going towards mobile platform spends. Agencies now have the ability to buy spots using “programmatic” spending, where a computer bids on best times, audiences, and can buy up the best pre-roll and mid-roll times at the best price for brands creating a cost effective solution.
Brands will even skip programmatic buys and go direct if the content is exceptional, and this means top quality content. Brands will put aside 15% of budgets for these types of buys in this climate. If you’re interested spending top dollar to get in front of a ton of eyeballs, digital is no different from television – you can spend a high CPM (cost per thousand) for events like the Super Bowl or other sports content, or go to apps like CBS, NBC, or Hulu, and target high impression shows.
Make Better Videos
One new tool that’s caught my eye is Fyu.se. It’s a selfie mixed with video, which is an incredibly engaging experience for a small business audience. It captures a person’s selfie and the motion around the person, and can grab a 360 degree view so that the audience is interested in the video, and it’s grabbing one object with different angles. They took this concept at Katy Perry’s “Prismatic World Tour at Epix” event and let her fans use it, and of course, the pop star even used it herself.
Small Businesses can put aside a small budget and use apps and editing tools these days to make 15 second videos for their social media accounts, and make a brand difference.
John Rampton – Forbes
The social network says it will serve more videos to users who tend to watch videos. That’s a growing number of consumers, because twice as many people watch videos on Facebook than did so just six months ago.
Facebook Inc. is making videos even more important to marketers.
The social network recently announced that it is revamping the algorithm that decides what users see in their news feeds by considering whether someone has watched a video and for how long they watched it.
The change means consumers who watch videos on Facebook—uploaded directly by brands or their friends—will likely see more videos in their news feeds. And the number of users who watch videos on Facebook is rapidly growing; the social network says twice as many people watch videos on Facebook than did so just six months ago. However, consumers who tend to skip over videos will likely see fewer videos as a result of the change.
“Our goal is to better understand what videos people are interested in watching, so that relevant videos appear more prominently in news feed,” writes Brett Welch, Facebook product manager, and Xiaochen Zhang, software engineer, in a blog post.
In testing the change, Facebook found that the revamped news feed algorithm resulted in more users watching more videos that are relevant to them.
The new algorithm will show more often videos that people choose to watch, while it shows less frequently videos that many people ignore.
The move comes only a little more than a month after Facebook began adding metrics enabling retailers and brands to better determine how consumers view videos uploaded to the social network.
Video can be extremely powerful in demonstrating a product or service.
Here is a great video showing how effective a simple “How-To” video can be (you can substitute smoked-salmon for the bacon if you like!)
When creating an online video for your business, you always aim to make it as successful as you can. There are a variety of factors that can go into the success rate of your video. A high click to view rate is something that will greatly impact your success. There are three things you should consider when marketing your video that may help increase these rates.
Lingerie brand Wacoal Mood in Bangkok, Thailand recently released this ad featuring their new Mood Boost-Up Bra, a new bra that’s able to give cleavage to anyone.
The ad stars a beautiful model but ends with a twist.
WALL STREET JOURNAL Asia Edition, Aug. 6, 2013
A new global survey has shown that online video is critical to retaining and growing relationships with existing customers, and to converting prospects into new customers.
In addition, the primary challenge to effectively publishing online video is managing and distributing high-performance video across multiple mobile devices. Limelight Networks, a leader in digital presence management, announced the results of the survey that provides insight into the greatest operational challenges and business impacts of online video.