YouTube receives more than 1 billion unique visitors every month! A single minute of video is worth 1.8 million words! Website visitors viewing video stay two minutes longer and are 64% more likely to buy something!
OK, that’s a lot of big numbers. In a nutshell, if you’re not using online video, you’re missing out. But why is online video so effective as a marketing tool and how is it changing in 2016?
We’re wired for video. And video is wired for conversion.
As human beings, we’re hard-wired to pay special attention to faces, voices, body language and movement … all of which are easily conveyed in video. Web attention spans are extremely short (6 seconds or less) and by tapping into how we naturally like to process information, online video can:
- Capture attention
- Build authority
- Tell a story
- Communicate culture
- Provide more information
- Give consumers something to share
- Increase click-through-rates
- Reduce bounce rate
Have you wondered why social networks like Facebook or Twitter now auto-play video? They do so because their marketing team knows it’s an effective way to keep people on their website!
What the heck are people even watching?
Seventy-eight percent of people watch videos online every week. And it isn’t all funny cat videos. Only mostly funny cat videos. (We’re joking.)
Notice how our video consumption trends have grown, plus how new genres (like the large consumer-to-consumer “How-To” category) have emerged over the years:
YouTube launched in 2005. What’s happening now?
The watchwords for video in 2016 are live and interactive. Real-time content drives a lot of conversation on social media. Why? Because people don’t want to be customers on social media, they want to be active participants. Users want to feel like they are part of the creative process, that their voice is heard during decision-making. Live video makes companies more accessible; it provides opportunities to assuage concerns, educate and turn consumers into brand advocates. Above all, it makes your business more human.
Several platforms have begun to emerge that combine live, streaming video with real-time social interaction:
What is the best live video strategy?
Depending on your marketing assets (everything from equipment to staff who can act as moderators), there are two main strategies of using real-time video in your overall content marketing strategy:
Strategy #1: Content Creation
Live video is a format that can accommodate a wide variety of content:
- Virtual Open Houses
- “Day in the Life” / Culture
- Q&A Sessions
- Product Demos
- Product Launches
Increase the connection (and hopefully loyalty) viewers feel to your business. The content you create becomes a part of public history, and, once archived, it can be great for SEO purposes. YouTube is the #2 search engine, right behind Google. Once your live event is over, make sure you continue to share that video!
Strategy #2: Influencer Marketing
Don’t have the overhead to produce your own content? As long as your content is promoted by a credible source, you can reap many of the same benefits of creating your own video.
Ninety-two percent of people trust personal recommendations more than all other forms of marketing. Influencer marketing taps into the trust we have for family, friends and people we admire!
Take advantage of good ol’ human nature again by identifying the trusted, popular and entertaining voices your audience is listening to. These are known as influencers, and they can range from the Hollywood-famous to the internet-famous. Ordinary people within your target market may have a surprising number of their own followers, making them powerful allies in promoting your brand. Build relationships with influencers by asking them to feature, review or even mention your products and services.
Many popular influencers are to be found on video-centric social networks such as Vine, Instagram, Snapchat and YouTube. (And it’s no coincidence that these social networks are heavily weighted toward humor/comedy. The internet knows what it likes and influencers who tap into that rise to the top.)
What about the technology is changing in 2016?
Virtual reality is becoming a, well, reality for businesses beyond video games.
You’re going to be hearing a lot about new video technologies soon, so it’s best to make sure you’re up to date with the lingo:
Virtual reality (VR)
The computer-generated simulation of a three-dimensional environment that can be interacted with by a person using special electronic equipment, such as a helmet with a screen inside.
Popular industries: Simulation, gaming, entertainment,
Advertising opportunities: VR is opening up new opportunities in experiential marketing that have never been available before. Providing an immersive can carry a hefty price tag, but it’s a great way to be noticed as a cutting-edge company.
Augmented reality (AR)
A technology that superimposes a computer-generated image onto a user’s view of the real world, thus providing a composite view.
Popular industries: Home improvement, shopping, gaming, entertainment
Advertising opportunities: AR is a great way to combine virtual campaign components with physical marketing pieces. Simple integrations include directing consumers to online video and microsites whereas more complex campaigns can integrate 3D models, gaming and real-time video editing.
A VR headset developed and manufactured by Oculus VR for use as a peripheral device for personal computers.
Popular industries: Gaming, entertainment, simulation
Advertising opportunities: The Oculus Rift is the most recognized VR peripheral and strongly tied to a demographic that enjoys being an early adopter of new technology.
A VR and AR platform developed by Google for use as a head mount for a smartphone.
Popular industries: Social networking, gaming, entertainment
Advertising opportunities: Named for its original cardboard eye piece, Cardboard is actually a development platform for making AR and VR apps. More accessible, but less powerful than the Oculus Rift, Cardboard is best suited for special events and app tie-ins.
An untethered AR headset developed by Microsoft for interacting with high-definition holograms. This technology is still in a development phase.
Popular industries: To be determined
Advertising opportunities: If this form of augmented reality replaces traditional screen-based computers, a huge world of advertising opportunities will open — from traditional ads to context-sensitive content.
Go Pro Video
Small, durable cameras created by Go Pro that combine portability, image stability and image quality. They were popularized by extreme sports enthusiasts and are now used in the motion picture industry.
Popular industries: Real estate, sports, education, film-making
Advertising opportunities: These versatile and inexpensive cameras are a great addition to your videographer’s toolbox. Use them to capture both 1st-person and 3rd-person point-of-view content for special events, corporate video, commercials and more.
A format for capturing multiple angles of video and allowing a viewer to scroll up, down, left and right as a form of virtual reality.
Popular industries: Real estate, education, virtual tourism
Advertising opportunities: A low-cost form of VR, 360° video allows your customers to virtually attend an event or tour a home, campus or business.
An unmanned aircraft, usually small and carrying a camera, that is remotely controlled or can fly autonomously.
Popular industries: Real estate, sports, education, film-making
Advertising opportunities: Drones combine extremely high-resolution video with the maneuverability of a small aircraft. Advantages of drones:
- High production values
- 4k definition possible
- Can fly from inches above ground to 400 feet
- Capable of rotating and other fine movements
- Less lead time & less expensive
- Up within minutes vs hours/days for manned helicopters
- Wide applications
- Video and photography
- 3D Scanning
An important note about drones:
It’s important that your drone come from (and be piloted by) a professional. Professionals provide safer, more stable and certified/registered drones; have a pilot’s license; understand the legalities of flying a drone; and will have the proper operational approval for your location and application.
Ready to take a step into the new future of video?
This article is a companion to our Lunch and Learn seminar series, part of Appleton Creative’s commitment to empowering our clients with the marketing information they need to succeed. Now that you have a taste of what’s possible, why don’t you partner with us to make the future a reality?
Appleton Creative is an award-winning, full-service advertising agency that specializes in Orlando web design services. Appleton works with local, national and international clients to deliver powerful, responsive websites that are specifically designed to be seen first in search engines. Reach your target customers in the right places and establish highly qualified leads with a dynamic and accessible website. Your web design and development goals are worth a conversation: contact us at 407-246-0092 or firstname.lastname@example.org.