It all started with YouTube. The sharing of video content changed the framework of online communication, taking the Internet to a whole new level and making it the second largest search engine on the Web after Google and according to Cisco, video will account for 69% of all consumer Internet traffic by 2017.
What’s so special about video?
Video offers a unique mix of advantages to businesses, conveying messaging in a way static content cannot. Studies show that branded video content gives 7 in 10 consumers a better brand perception of a company and this isn’t true of only your average consumer – more than 80% of senior executives watch more online video today than a year ago.
Diode Digital found that video promotion is 600% more effective than print and direct mail combined – viewers remember video better. It builds brand awareness, providing wider audience reach and increased market impact, allowing audiences to experience more of a product, service or experience, almost as if in real-time. It builds brand awareness, creating a positive brand image, no matter the industry.
What channel works best for your brand?
Brands have a variety of channels available when it comes to video creation. Vines allow brands like Xbox to create impactful six-second videos and while that may sound like no time at all, it’s enough to showcase a new product or feature, advertise a discount or preview an event.
Similarly, Instagram allows for 15-second videos with more editing options and the added advantage of posting onward to other channels like Facebook and Twitter. In 2013, the Steve Job biopic was the first movie trailer released on Instagram, opening up an entire avenue of brand marketing options.
Periscope, Twitter’s live-streaming video app launched last year, was an instant hit, allowing users to watch and broadcast live video from around the world. In just four months, the app celebrated 10M registered users, watching 40 hours of video per day.
With more than 8 billion video views every day targeted at a massive, relatively young audience segment (13-34), Snapchat gives brands like NARS, the NBA, National Geographic, Audi, amazon.com and more, the freedom to not only creatively explore their marketing plans, but also make an impact in today’s millennial market – one that has a short attention span, but readily gives praise to well-executed online content.
On a regional level, new industry-specific platforms are developing all the time such as www.travall.tv – an online App where hotels, restaurants and tourism venues can showcase their offering through video.
Statistics show viewers already watch more videos on Facebook than they do on YouTube, making the two to three minute video format for Facebook, a must-do for brands. With YouTube’s longer format and video features on LinkedIn and Pinterest as well, brands can pick and choose video options based on the value-add factors provided by each individual channel.
How often should I use video content?
Too much of a good thing isn’t advisable – appropriate moderation is key. Avoid spamming your audience with too many video posts, promotional or otherwise. Good content in well-spaced out doses will not only keep your audience interested and curious, but also give them time to share your posts, generating organic reach, likes and comments. According to Hootsuite, videos are shared 1200% more than links and text combined. Make yours educational, insightful and worth sharing – just like everything else in business, quality continues to score over quantity.
What else can I do to enhance my use of video?
- Invest in good quality branded videos – while it doesn’t need to cost a fortune, the benefits of using a professional are numerous.
- Make your videos engaging by telling a story that’s in line with your brand and reflects company values.
- Ensure you post on a third party site like YouTube, as well as placing videos on your home page and product pages of your own website.
- When using video, make sure you have a transcript underneath – this is good for search engine optimisation and also serves another format, giving people a choice as to how they consume content.
- Keep your videos for YouTube between 3 and 3.5 minutes long.
- Make sure all your videos, whether high-quality corporate videos, or short social media clip, include a call to action. This can be to visit your website, email, call or sign up to your newsletter. As well as driving leads to your business, it can also be used as a metric to measure success.
- 93% of marketers are already using video for online marketing and your website is 50 times more likely to appear on the first page of a search engine results page if it includes video. These are powerful statistics that continue to give testament to a powerful medium.
If you would like to explore how video can give your brand a competitive marketing advantage, get in touch with us on firstname.lastname@example.org.
About Jpd PR
We are experts in Public Relations and Digital Marketing, with offices in Dubai and London. Our talented team provides our clients with the industry’s best PR strategy, social media management, SEO, content development and web services. At Jpd PR, we create simple, effective strategies that help them connect with their audience across every channel and grow business the way they can measure. We are honoured to have worked with some notable global clients, across key sectors.
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