14 Sep Video Marketing: Content that moves, and moves you
Online video has revolutionized the world of digital marketing.We react, re-watch and remember better.
WHY WILL MY CLIENTS REACT BETTER TO ONLINE VIDEO VS. TEXTUAL CONTENT?
Video is the most powerful tool to evoke emotions, even if you are sitting at your desk. It overrules traditional content tenfold, because it holds the ability to stimulate the viewer’s senses on different levels.
Tone of voice, music and facial expressions have instant effect on viewers psychological interior. Memorable, satisfying and thought provoking video content will result in:
- positive consumer decision making
- Better ROI
- Improved SEO
Fact: Including video Increases the chances of a front page google result with 53 times. (Martech Zone)
HOW DO I KNOW IF MY ONLINE MARKETING CAMPAIGN WILL BE A SUCCESS?
You’ve spent a pretty penny with the design of a new website. Looks great. But how do you know for sure that your efforts are not in vain?
Consistent online contribution has reached an almost relentless level that presents marketers with a new challenge: How do I keep track of my viewers? How do I know my brand is attracting an audience?
This is where video marketing takes the cake.
- Video content has a built in feedback loop
- Viewers can comment with questions, concerns or complaints
- Keep track of viewing number. Who knows, maybe we go viral!
- Keep track of shares on social media. #winning!
- Administer the amount of clicks on your link
FACT: More video content is uploaded in 1 month than TV has produced in the past three decades. (Hubspot)
The proof is in the pudding. The feedback on your video shows what you are doing right. It shows what your target market wants, and also, what they DON’T want.
EXAMPLE: PRET A MANGER – LITTLE VEGGIE SHOP
This ad is not flashy or action packed , but the I’ve included the campaign for a very specific reason. This brand included their users by asking them questions to gain knowledge of the wants and needs of their consumers.
The campaign consisted of an online poll asking if customers would be interested in vegan stores. This resulted in the Little Veggie Pop-up Shop.
Marketers often find listening as their greatest challenge. They usually have the final concept in their minds before consulting their target audience. That is a error that needs to be addressed. Customer advice needs to be taken seriously for successful brand sharing.
As a result, the stores profits increased and customers got exactly what they wanted.
HOW WILL VIDEO MARKETING INCREASE THE AMOUNT OF SALES?
Your product is not flying off the shelves as you hoped it would?
The problem is not your product, but the way in which your product is presented. Technology has knocked out a couple of primordial business terms but, “Presentation is everything” is still as relevant as ever.
Ok great, But HOW AND WHY will consumers react better?
- Adding instructional “How to” videos make the product more accessible and desirable
- Live video chats improve user experience and eliminates the anonymous nature of online retail which will appeal to clients who are wary of scams.
- Online interaction via Video can inspire and unite. Users can express and share their views, resulting in brand exposure and serious traffic on your site
- Video marketing has less constraints and can be more creatively executed than textual content. Things that look cool, are cool.
Fact: Consumers are 64% more likely to purchase a product after watching video content (Kiss metrics)
The great thing about Video marketing is that people prefer watching to reading. Compare: When last did you watch the news versus reading the newspaper?
As a result of video marketing, consumers tend to spend an extra 2 minutes on sites.
This will lead to an increase in future sales engagements and will establish a long-lasting relationship between you and your client.
Example: Cornetto — Love in 8 Seconds
China’s leading ice cream brand wanted to connect with the a younger target audience through social media on smartphones in order to guarantee their position as market leaders. The campaign tapped into the psyche of “the 90s generation.” Research has shown that this particular group struggle to reveal what’s really going on in their minds. Self expression is scary right? The resulting campaign led to the creation of an online film starring some of China’s most iconic stars to help teens ask themselves the question: “If you had only 8 seconds left before the end of the world, how would you express your love?”. Participants used “Weishi” – the Chinese version of Vine – to make their contributions.
The Bottom Line:
More than 70, 0000 reacted with their video contributions which were viewed over 9 million times on Cornetto’s Weishi page. There campaign successfully reached millions of teens.
OKAY GREAT! BUT WHAT ABOUT VIDEO MARKETING ON SMARTPHONES?
We are a society that compulsively communicates which has led to a revolutionary product that has shaped our habits and changed our lives.
Free Wi-Fi is available in more and more places, meaning that access to video marketing via smartphones will increase. Mobile devices offer easy online access to consumers who don’t have computer resources.
- It’s way easier to watch a video vs. reading text on a four-inch screen
- Millennials rely more on their smartphones than any other device
- Video on a smartphone is far less distracting than it is on TV
- Brands can reach people anywhere, any time
- Mobile ads are easier to remember
- Mobile ads can be anchored to the bottom of the page making them less intrusive than TV ads
LET’S GET BUSY
Images have a significant link in the evolution of communication. The love of images is as old as humanity itself, but our desire for speed has increased due to the development of technology. Humans can communicate faster, more frequently and on a global scale. Technology has caught up with our brain’s capability to process images… Or the attention span of online users has plummeted to an all time low.
It’s the duty of the modern marketer to deliver large amounts of information in a blink, and on the go. Video marketing is affordable, universal and reaches colossal audiences with speed. Video marketing is, without a doubt, a fundamental tool for a victorious campaign.