Trends to Consider for Video Marketing Campaigns (pt. 2)
If you’ve missed part I about some of the most important trends that will shape video marketing in 2016, you can find it here. Make sure to go over those, too, to get the complete picture of how video can be used for increasing your brand’s popularity, and for making your products or services more appealing.
1. Boost Your Real Time Story-Telling with Live-Streaming Video
Meerkat, Periscope, Twitch.tv, and even YouTube represent firm proof that live-streamed video can attract millions of people interested in a particular topic. This specific part of video marketing can be correlated with the aforementioned types of branded content, with the major difference that while live-streaming on some platforms, your audience can interact with you.
For starters, live-streaming will lead to more natural reactions and more open answers to questions you haven’t thought about. Not at last, this is a great chance for your audience to get to know you as your company’s spokesperson, and in the course of doing so, people will get a clear idea about your brand.
2. Hire Professionals for All of Your Video Production Needs
Integrating video in your marketing campaigns is far from being enough, in terms of attracting and retaining customers. The quality of the video production has to be high, in order to keep viewers glued to the screens, especially if you want to make sure that they get to the end of the video, where your CTA would typically be. Since looking for the right photographer or video producer can take a lot of time, you’re better off finding a database or a platform where you can select them depending on your needs.
Yeswecam, the third tool exhibited at Hackers/Founders, is a platform that brings together all of the photographers and filmmakers in Berlin, so that they can be easily found by whoever needs their services. It would help if they covered a larger geographical area, but if you happen to live elsewhere, you can look for a similar service, or you can wait for them to expand. Ultimately, Yeswecam is a more modern and elegant alternative to forums where the communities of video makers are looking for projects, and anyone in need of video content has to post lengthy threads about what they’re looking for.
3. Breathe New Life Into Email Marketing
Once your emails reach your audience, it’s not enough for people to open them, they also need to acknowledge the message. Unlike a regular mix of images and text, which may come out as boring at times, video content can draw people’s attention more easily, and can have a greater impact.
Videos also have a time-saving nature, in that they convey information that can be assimilated effortlessly in a short period of time. This way, the receivers of your emails can understand complex concepts without having to spend a lot of time going through the documentation of your product or service.
Assuming that your video content has viral potential, it’s much easier for viewers to share it to social networks straight from the e-mail message than to click on a link that takes them to your website or YouTube channel. Viewers are more likely to respond positively to a product, if they’ve watched a video about it, so you should decrease the number of steps they have to take in order to consume your content. This is a particularly important aspect if your audience gets your emails and sees your videos on mobile platforms.
Whatever you do, make sure to turn Autoplay off, as nothing is more irritating than videos that start playing by themselves, especially when the viewers aren’t planning to watch them right away. Also, it might be a good idea to add [Video] to the subject, as this leads to an increase in CTR of 13% or more.
4. Switch from TV Ads to Digital Video
One of the main reasons why people are looking forward to watching each year’s Super Bowl is the commercials. Considering that this is the most celebrated one-game professional championship, it’s no wonder that companies are paying as much as $150,000 per second to get their products advertised during the commercial break. There are really no restrictions as far as the product type is concerned, so you can see anything from commercials for avocados:
to ads for cars that have audio systems in the truck beds:
It may seem peculiar to advertise avocados during a sports event, but keep in mind that these represent the main ingredient for guacamole, and dipping sauces are a favorite of anyone watching the Big Game at home or at a watering hole. After all, the Super Bowl Sunday is the second-largest day for food consumption in the United States after Thanksgiving.
However, some companies have developed a strategy to avoid paying so much, while still getting a relatively similar amount of attention. Basically, they create either deliberately or by mistake commercials that get banned. These typically end up on YouTube, the third most visited website in the world, after Google.com and Facebook, where the companies bet on the viral potential of the ads. Banned commercials are very much like the forbidden fruit, meaning that the more reasons there are for them to be put under a taboo, the more appealing they become to the general public.
This is not to say that you should proceed with creating banned commercials, but just to exemplify that there are ways for your products to become popular without having to spend millions of dollars on just a few seconds of television airtime.
Focus on one of these trends, or mix and match them to see what works the best for you. One thing that remains certain is that in the coming years more and more companies will develop their marketing content either using video exclusively, or around video content that complements other media perfectly.
Still not convinced that video marketing is the way to go? See if the following stats can convince you otherwise:
- Companies relying on video are getting 41% more traffic than their counterparts
- Landing pages featuring video can increase conversions by more than 80%
- Video content brings in twice or three times as many visitors, who spend twice as much time on the site. The bounce rate is also cut in half.
- Introductory emails featuring a video have a click-through rate higher by 96%
- 59% of senior executives prefer video to text
- Using video in marketing campaigns can increase the year-to-year revenue by 49%
- Native Facebook videos have a 10x higher reach than YouTube links
- Sites that use video have a 4.8% conversion rate, compared to the 2.9% of the companies that don’t
- 74% of millennials rely on video for comparison shopping
- Video ads increase purchase intent by 97% and brand association by 139%