Film, Edit, Integrate, Post, Repeat: Keeping Pace with Video Marketing
Video is everywhere. Scrolling through Facebook, videos now play automatically. Much to the dismay of purists, apps such as Snapchat, Vine, and Periscope have led people and brands to shun landscape mode for portrait mode. Teasers for movie trailers (not the actual trailer itself) regularly set social media news feeds alight.
MTV doesn’t even play music videos anymore. But that doesn’t stop the artist’s labels from spending hundreds of thousands of dollars in the hope they create the next viral sensation on YouTube or VEVO. Video, in its current form, has become the device-agnostic, go-to marketing method for businesses and marketers. In fact, I’m not really sure why I’m typing this blog when I could be filming it?!?! Here are some darn good reasons why I should be (via Adelie Studios and Syndacast):
- 70% of marketing professionals report that video converts better than any other medium.
- On average, visitors to a web site spend 88% more time on a website with video than one without.
- Landing pages with videos can help increase conversions by 80%.
- The length of a video matters: 59% of viewers will watch a video under one minute to completion.
- Use of the word ‘Video” in an email subject line boosts open rates by 19%, and boosts click through rates by 65%. It also helps reduce unsubscribe rates.
- Your audience learns visually: 69% of smartphone users say videos offer the fastest way for consumers to grasp an overview of a product.
- By 2017, 74% of all internet traffic will be video.
- Despite all these positives only 24% of brands are using online video to market to customers.
- Successful video marketing hinges on the mobile and social trends that surround it.
Responsive web sites and apps are fuelling today’s mobile internet. Social media networks act like a beacon for mobile content consumption. Facebook expects mobile to bring in 75% of its ad revenue in 2016.
With more mobile devices deployed, bandwidth and technology limitations are being quickly eliminated. This opens the doors for increased consumption. Need proof? That person next to you on the train has been binge-watching House of Cards on Netflix during your commute for the last five days.
The next big thing for video marketing and social media is a marriage of the two: Social Video. No longer is YouTube the only contestant in the race for online video supremacy. Facebook has positioned its native video player as a competing video hosting and sharing platform. Other social media platforms realize the benefits and are launching players to compete. It won’t be long before every social network will have elements of video hosting and sharing.
What does it all mean?
- Video is experiencing an upswell. Marketers and businesses (B2B and B2C) of all sizes need to embrace it in a big way.
- Video will become the most influential digital media format. Marketers need to be ready with their own video content marketing plans and start executing.
- Marketing automation and CRM technologies now integrate with smart video platforms such as Vidyard to track analytics and other data.
- Expertly designed video advertising and content can be impactful, far-reaching, deliver key information and content in compact, easily digestible segments.
- Our Facebook and Twitter feeds represent our personalities, loyalties, and interests. Similarly, we can expect video content to become more personalized and targeted over time, allowing users to dictate how and what information they consume.
Online video, like any other form of content, will continue to evolve. Since YouTube’s launch in 2005, online video has come a long way. But for marketers, the best is yet to come.
Got Video? Get Leads.
Demand Spring partners with Vidyard to provide video marketing strategy and integration services. Learn more, download an overview of our Quick Start Services for Vidyard.
About the Author: Danish is a consultant and project manager who works with many of Demand Spring’s clients to keep all the balls in the air. Danish holds a Master of Science in Marketing from Cass Business School (City University) and a Bachelor of Science in Business Management from the University of Essex. Danish is based in Ottawa.