Predicting future marketing trends is always something of a guessing game. There is however one thing you can rely on and that is that video will continue to represent an increasingly large proportion of the content we consume online, becoming ever more pivotal to digital marketing strategy.
If you’re starting to think about the different ways you can incorporate video into your business’s online brand activation plan, then this guide is designed to give you some practical and actionable advice to get you get started.
Video Marketing Budgets are on the Increase
Although there’s some evidence that reducing your TV advertising spend can have a substantial negative effect on sales, brands both big and small are continuing to shift advertising funds away from TV and into digital video.
According to a 2016 survey from the Interactive Advertising Bureau, advertisers and media buyers have increased the amount they spend on digital video by 114% between 2014 and 2016.
Interestingly, it’s TV that most brands are pulling funds from in order to increase their digital video budget: 72% of those surveyed said they plan to decrease their TV advertising spend in favour of increasing the amount they spend on online video. Approximately 30% said they’d pull funds from other forms of online advertising, while 41% planned to simply increase their overall advertising budget rather than reducing spend in other areas.
The reason that marketers are spending more on digital video advertising is simple: 68% believe that within five years, this form of advertising will be just as important as TV advertising.
So how can you prepare for this shift towards digital and make the most impact? Let’s look at four areas of online video that you simply can’t ignore in order to answer that question.
Mobile video is huge, and not just because it’s a convenient way for people to see advertising. It’s also because people tend to be more focused on the videos they watch when they’re viewed on a smaller handheld screen.
A survey of more than 1,500 Millennial smartphone users found that when they watched videos on TV, they were multi-tasking 72% of the time. In contrast, when watching mobile videos, they were solely focused on the video 53% of the time. Clearly people are more engaged when they watch mobile video content.
That means there’s greater potential to capture the interest of a mobile video audience, and to use this format to build audience engagement. The good news for video marketers and advertisers is that this audience is growing all the time.
Mobile video advertising has huge potential, but it’s important to tailor video content to the platform it plays on.
While live streaming is still a mostly untapped opportunity, the advent of 4G, together with popularity of streaming apps such as Periscope, is starting to indicate this format is growing in popularity and potential. Live streaming is unique in the sense of immediacy that the live component bestows upon the viewer, making it the perfect medium for showcasing special events such as brand and product launches.
To get the most out of a live stream event, it’s vital to create plenty of advance interest using social media and all your other online assets. Facebook posts, targeted ads, website blogs, guest blogging, Tweets, and other social media mentions.
Also, due to the nature of a live stream, it pays to make sure all the tech works beforehand as well.
More than any other social networking site – or any other form of digital video advertising for that matter – the key to success with Facebook video is to create content that people want to share with one another. However, it’s easier to create content that people blindly share than it is to create content that people actually watch from start to finish (the average Facebook video is around 55 seconds long but the average Facebook user view time is only 18 seconds). For best results then, a video that clocks in at under 20 seconds is perfect.
Another important point with Facebook is that video clips autoplay but they don’t have sound turned on by default. Therefore, any videos that are created for Facebook need to make sense without it. Subtitles can be one way around this but a more instant visual grab is a better tactic.
Remember, sound can enhance a Facebook video, but you really can’t rely on it so think visual above audio at all times.
Creating video advertising for YouTube is tricky because viewers have the ability to skip over the video after the first five seconds of play. Another factor is that the longer an ad runs, the more likely it is that viewers will stop watching before it’s over. So, with this in mind, it’s best to keep your advertisement short and sweet.
YouTube videos are most effective when they focus on building brand awareness and provide a clear call to action such as subscribing to a channel or visiting a website.
Some videos will play for a given amount of time before the viewer can skip past them. This is the amount of time you have to deliver your hook and keep that mouse pointer away from the ‘skip ad’ button and glued to your vid. The emphasis should therefore be on engaging your audience quickly and deliver your core message as soon as possible.