Those in the know would have us believe that online video marketing isn"t the next big thing - it"s happening right now. So, are you missing a trick if you aren"t using video? Nicci Martel investigates
When did you last watch an online video? Today? In the past week? How many sites have you recently visited that have displayed a video of some form?
Whether it"s friends posting funny cat videos on their Facebook timelines or our favourite brands showcasing products in inventive ways, online video is ubiquitous, and with the average adult expected to spend three hours and 41 minutes a day consuming digital media through computers, tablets and mobile phones according to research group eMarketer, video has rocketed in viewership and shows no signs of slowing down.
This enormous shift in media consumption is forcing big changes in marketing, which is increasingly turning to short videos to inspire, excite and engage, both with consumers and in B2B. By 2017, video will account for 69 per cent of all consumer internet traffic and it"s predicted to be the future of online marketing, if it isn"t already the here and now.
“If we"d had this conversation even just a year ago, I would have been more cautious, but when you look at the statistics, video consumption has skyrocketed across all devices,” says Jon Salmon, Head of Video at content marketing agency Seven. “People are consuming an incredible amount. In the 18-34 age bracket, something like 53 per cent of people are consuming more video online than they were just a couple of years ago. 2014 has been the tipping point and people are realising the importance of video in online marketing.”
Online video is nothing new, of course, and forward-thinking companies were using communications films on the internet long before YouTube, Facebook and Twitter came along. However, it"s the advances in mobile technology and the variety of platforms that are allowing companies of all sizes and sectors the opportunity to engage with consumers like never before.
“The boom in social media channels has simply allowed for better hosting, embedding and sharing of content,” says Phil Bouchard, Business Director at Jersey-based 3C International, which specialises in creative communication content. “Suppliers of good quality, valuable and engaging video content were previously limited to bespoke systems for serving online video. Now, with the range of distribution channels available, online video has become much more widely accepted and easier to implement.
“I"ve always said video tickles more parts of the brain. What we watch and hear is far more engaging and memorable than print, pictures or audio on their own. Combine creative copy, perfectly produced pictures with carefully crafted cuts and you have a recipe for informative and - importantly - likeable content. Take this powerful media and combine it with the reach and effectiveness of the online world and you have the number one communications tool.”
Something for everyone
Consumer analysts Nielsen claim 64 per cent of marketers expect video to dominate their strategies in the near future, and it"s not difficult to see why, when YouTube alone receives more than one billion unique visitors every month.
Brand marketers have found innovative ways to engage audiences and create brand loyalists through online video. Look no further than the drinks brand Red Bull to see how effective it can be. With more than 45 million Facebook fans, Red Bull is doing more than simply updating its status about a new flavour. What it does do is post videos of some of the world"s best athletes doing incredible things. Even if someone doesn"t consume the drink, it doesn"t mean they won"t share a Red Bull video of someone risking death in a wingsuit.
But the use of video isn"t limited to well-known multinational brands, or even big organisations that might use it in the build up to conferences, product launches and key company milestones. Video is one of the most effective forms of online communication, and it can work for law firms or financial services just as well as it can for the likes of Apple. For example, law firms can use video to demonstrate an advocate"s persuasive powers. With a combination of visuals and sound, video delivers ideas and positions with more authority and emotional impact. Even small Channel Islands businesses can - and probably should - get in on the act.
“Any business can benefit from video online. Small start-ups can differentiate themselves early on with video on a budget. One-man bands, home-office businesses, sports clubs and small regional retailers should consider using video to launch and promote what they do,” says Bouchard. “Many brands use eye-catching animated infographics to explain their businesses and to set them apart from their competition. Among our clients, investment managers, IT companies and global market researchers are using high-quality animation to put across their level of knowledge and expertise.”
Emma Anderson, Account Director at Guernsey-based Orchard PR, has worked in broadcast news and currently advises clients on how and when best to use video as part of their overall strategies. She agrees that any company, regardless of sector and size, can benefit from the right use of video.
“In terms of a company, I don"t think it"s a question of size. The statistics are out there. I was reading today that just including video in an email can increase its open rate by 25 per cent,” she explains. “If you"re a small business, you don"t need to spend vast amounts of money producing a slick five-minute video because the technology is more accessible than ever.
“It"s no longer about geography, either. Digital has slowly altered the global framework. Wherever you are in the world, if you"re based in the Channel Islands, video allows your message to transcend borders. It"s a way to expand your business.”
Video can be at its most effective when incorporated into a long-term content marketing strategy and used in tandem with other online marketing tools. It should be part of the whole package, according to Salmon. Whether it"s a local florist or supermarket chain, he suggests following the same process of plan, create, distribute and measure. “You need to identify the brand and business content strategy and look at the bigger picture, identifying exactly what message it is you want to send, and establish the best way of delivering it to the right people,” he explains.
An easy starting point for any business is to use video content on its website. “Video is a very effective return on your investment because you can see immediately if it"s working. Also, people are more likely to stick with a video longer than with text. You"ve already drawn them in,” says Anderson.
One of the biggest benefits of video is the amount of information it yields. Not only is it possible to measure how many people are watching and sharing it, but further analysis can identity how long people are watching it for, and when the key drop off point is, and feed these findings back into the content.
With the barriers to entry continually being broken down with advances in technology, filmmakers now have the ability to create content, all in beautiful HD, for a much lower price than ever before. Tools like Vine and Instagram give employees video capabilities at their fingertips and can help you create brand content instantly. The technology is right there in your pocket, and this can be both good and bad. After all, not everyone is a natural born filmmaker and there are marketing fundamentals that still apply. For digitally distributed films to have impact, the target audience and key messages mustn"t be ignored.
“Are businesses missing out if video is not being considered as part of the marketing mix? Yes," says Bouchard. “However, it"s essential that the right kind of video content strategy is developed. Self-generated content has its place, but wobbly iPhone or iPad in-house productions can significantly damage a brand.”
Substandard production isn"t the only path to a video marketing fail. If a video doesn"t convey a message effectively to the right audience, the results can be disastrous. Hyundai caused public outrage with its 2013 YouTube video "Pipe Job," which depicts a man using a garden hose to pipe exhaust fumes into his new Hyundai ix35, only to be saved by its clean emissions. Edgy humour or downright insensitive? Most social media users plumped for the latter and the video was quickly taken down and the brand suffered a PR disaster.
Its potential for interactivity with an audience and improved rates of attention marks online video out as a powerful tool. Like no other medium, it can truly engage with people - not just talk at them. And with all the noise that has become the digital world, video offers movement and a chance to grab attention more than anything else on the screen. If a picture paints a thousand words, it"s worth considering just what video could do.
The dos and don"ts of online video
With video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies might be doing so at their peril. But there are still some rules you need to follow.
DO:
Elevate online video up the marketing priority order. It"s often not as expensive or time consuming as other tools.
Be specific about your budget from the start. This will determine your production values and output. Online video can be made cheaply, and the home-movie effect can be fun, but sometimes you"ll need to spend more to get the quality you need.
Know your audience and how you can use video to best deliver your message to them. Consider your objective - is it B2B or B2C, for instance.
Use a variety of ways to showcase your products, services and people. Options include vodcasts (video podcasts), vlogs (video blogs), infomercials, video case studies, product demonstrations and testimonials.
Know the longevity of your video and ensure its information remains relevant and useful for as long as it"s out there.
DON"T:
Let your video be too long, too wordy or too earnest.
Trick yourself into thinking DIY video production is easy. Engage with production and marketing experts to advise you.
Think of online video production as a standalone effort. Instead, incorporate your videos into your marketing strategy.
Let style override substance. Marketing fundamentals still apply.
Forget to include a call to action - either at the end or throughout the video.