Posted: 12 May 2016 Contributor: Kristina Petrick
The Importance of Video Marketing in 2016
Predicted to be one of the most powerful tools in marketing in the upcoming years, video marketing is quickly becoming the new “it” tool in the world of Digital Marketing. As a matter of fact, as much as 57% of consumer internet traffic in 2015 can be attributed to video – 4X as much as web and browsing email according to Hubspot. Expert forecasters are predicting that to rise to 69% by 2017, and continue up to 79% by 2018.
Why the growth? Social integrations on various platforms with heavy investments by major companies are definitely playing a role. But truth be told, it’s the video consumers who are really driving the change. Just mentioning “Video” in an email subject can increase click rates by up to 19%. And the demand for video experience has never been as high.
WHAT IS VIDEO MARKETING
So what exactly constitutes as part of “Video Marketing”? It might be a bit broader term than you expected. The simplest explanation is videos which are incorporated into marketing campaigns and strategies. But the spectrum of video marketing takes form in avenues from animated GIFS, to short Social Media videos and longer streaming from leaders such as YouTube and Vimeo.
Video Marketing allows viewers to dive into the world of a brand or business, getting the entire “feel” of their offering in as little as a few seconds as opposed to reading line after line of dry script. It’s engaging. It’s entertaining. And it’s captivating an audience so deeply that businesses can no longer ignore the benefits of incorporating video into this year’s (and the years to come) strategy for success.
WHO’S DOING IT
At this point – just about everyone. Yup, if you’ve missed the bus, it’s time to run and catch up. With demand increasing, platforms across the web are now integrating video capabilities as a larger portion of their overall streaming abilities. As leaders like YouTube continue to rise, other non-traditionally video-focused platforms are now increasing their abilities to offer video (like Facebook and Instagram), while others like Snapchat have capitalized on the trend giving 100% of efforts for the best video experience on the market.
Here are some of the big-game players, and what they’re offering in way of Video Marketing capabilities.
On April 6, 2016 Facebook announced the arrival of some major upgrades to their Live Video experience, opening the doors for a new, more personal way for individuals to connect. Some new tools include live Facebook group and event video broadcasting to select people on Facebook. Viewers can react and comment in the moment, and the broadcaster has the ability to go back, edit, and filter videos after completion. This is a great tool for businesses looking to engage directly with their followers, opening up availability for Q&A, and a high rate of interaction.
The success of the update? Facebook boasts a 10X increase in comments on Video Live as compared to previous video upload options.
The poster child for video marketing, YouTube lead the way for social video sharing back in February of 2005. Since then, their audience reaches an uncountable audience with over 1 billion subscribers with growth over 50% year after year. With a reputation of funny animal videos and prank bloopers, YouTube boasts a much more influential aspect in Video Marketing as well.
Available in over 88 countries and 76 different languages, it’s no wonder they continue to lead the pack – illustrating the power of YouTube advertising in today’s global market.
The part you’ve all been waiting for… Snapchat. One of the most viral and talked about platforms of our generation – Snapchat is the leading platform in use by teens and young Millennials with its video based sharing platform. And not just for individuals, there are many ways brands can get involved.
On AdWeek, Snapchat recently announced the very first of it’s kind: shoppable ads. Allowing users to shop without every leaving the platform itself, this is big news for brands and ecommerce business looking to get ahead on direct to consumer marketing.
Perhaps not the primary platform for Video, Twitter isn’t missing out on the action, allowing up to 30 seconds of video in their feed posts. If you haven’t given it a try, you can check out their step-by-step guide to uploading videos to their social channel.
Why? If you’re looking for a boost on Twitter, including video gives posts an average of a 28% boost in engagement.
Remember our Instagram Updates review post a couple of weeks back? If so, you already knew that Instagram was planning on joining the league of video marketing platforms, extending their previously 15 second video allowance. That change is now in effect, allowing users to post videos up to 60 seconds due to the demand of video watching increasing by over 40% in the last 6 months.
Instagram has adapted as they’ve shown they’re able to, understanding the need for video marketing in today’s generation.
#AumThink: THE FUTURE OF VIDEO MARKETING AND HOW YOU CAN GET INVOLVED
Recently attending a Hootsuite webinar demonstrating the importance of Video Marketing, our office has been a buzz sharing articles and discussing changes in the world of Video Marketing in 2016. And there’s one thing for sure, there is no shortage of materials as more and more content and technology updates are focused around the importance of this channel for marketing in 2016 and beyond.
Want to get involved but not sure where to start?
Global Facebook expert Mari Smith recommends starting simple. She explains that the first 3 seconds for video are the most crucial on Facebook – so make them count and capture the audience’s attention in those first moments. If you don’t have a film crew at your services, don’t put it off for lack of tech. Start with slideshows and animations to get your foot in the door and practice your story-telling skills.
Patrick Gillooly, Director of Digital Communication and Social Media at Monster also recommended keeping it short and sweet for Twitter, and focusing on creating something which is visually compelling on Instagram. The platform really makes a big difference, and the videos should be adjusted and optimized for each accordingly.
Whether you’re investing large or small amounts of resources into your Video Marketing strategy, there are options out there to get involved and get started without missing this essential piece of our digital world. The important part to remember is how you’ll want to measure the success of your KPIs, and build content around that accordingly. Some of the most measured success indicators include number of views, comments, percent of engagement, and time spent viewing.
If you need a hand to get started, Aumcore provides Video services to help promote your business and introduce your company to the year of Video Marketing from the inside. Our team helps you to tell your story through progressive visuals and dynamic storylines that are built to connect with your target audience, allowing you join the most viral movement of this year’s platform evolution – Video Marketing.