Capturing Your Audience Early, With Video
By: Bill Gaulke
Need to grab your audience’s attention right away? The solution is simple and is becoming a bigger and bigger trend. That trend is, video content. In a Forbes article titled ‘Four Emerging Digital Marketing Trends To Keep On Your Radar’, by Nick Brukner, Brukner states “social media platforms have altered their algorithms to favor video content. Now, social users are seeing fewer photos first and immersing themselves in the black hole that is the endless scroll of a video playlist. With the uprise of video impressions and shares, some pages create video slideshows out of still images in hopes of beating the news feed algorithm.” So, what does this all mean. Less photos, more video. Video allows for your message to be portrayed faster, by providing more insight to your product or business. It should also be noted that statistically speaking, videos are being watched at a rapid pace. As a matter of fact, 100 million hours of video are being watched on Facebook every day, and Instagram, Twitter and Snapchat generate billions of video views every day, as per Brukner’s report.
Now, with an understanding that video is becoming an increasingly bigger trend. Why such a demand, for video? 52% of marketing professionals across the globe feel that video is the type of content with the best ROI. With the younger demographic viewing video on a wider range of devices than ever before, 2018 will be an important year for brands to capitalize on video advertising to market their products and services, this according to Sara Dyer’s article, ‘2018 Digital Marketing Trends: What’s Next for Video Marketing’. For my own personal perspective, while on social media, my preference is to view videos over photos. This is because videos peak your interest, they show demonstrations that a still photo can only insinuate. Dyer’s article also touches on the use of Live-Streaming. Having seen many companies live-stream their product(s), it never dawned on me that this could very well be, the future of commercials, and it happens LIVE! Think about it… Immediate customer interaction, through chat. Immediate sales, based off seeing live usage of a product. AMAZING!
Customer interaction, sales and product demos. These are just a few benefits, that can arise from the demand of a trend. But let’s take a look at some more benefits, of incorporating video content. From a marketing strategy standpoint, adding video can be beneficial in a number of ways. Kirk Donovan outlines six benefits of using video marketing, to promote your business. Those six benefits, include:
- Increase Conversions on your Website.
- Increase Click-Through Rates.
- Improve Brand Recognition and Awareness.
- Videos easily adapt to Multiple Device types and Platforms.
- Improve your Websites SEO.
- Videos Have the Potential to go Viral.
When you look at these six benefits, what do you think? To me, I immediately think, “these six benefits could very easily be the same benefit or goals, at any given time”. Meaning, your goal is to always increase conversions; click-through rates; broadcast your brand. But with the use of video content, and the understanding that how many videos are viewed daily, through social media, you can set out to accomplish all six benefits and then some.
One must keep up with digital marketing trends, in order to be able to be a trend of their own.
Brucker, N. (2018, March 06). Four Emerging Digital Marketing Trends To Keep On Your Radar. Retrieved April 25, 2018, from https://www.forbes.com/sites/forbesagencycouncil/2018/03/06/four-emerging-digital-marketing-trends-to-keep-on-your-radar/3/#1b7327b81c93
Enterprises, K. D. (2017, December 6). Top 6 Benefits of Using Video Marketing to Promote Your Business. Retrieved May 1, 2018, from https://www.kirkdonovanenterprises.com/blog/benefits-of-using-video-marketing
Dyer, S. (2018, February 01). 2018 Digital Marketing Trends: What’s Next for Video Marketing. Retrieved April 26, 2018, from https://www.alabamamediagroup.com/2018/01/18/2018-digital-marketing-trends-whats-next-video-marketing/