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How Video is Changing the Way We Create and Consume Content

In order to get, you have to give. So, when it comes to ad fatigue, the solution is creating high-quality video content that meets customers’ wants and needs. Now, more than ever, brands need to find new and authentic ways to become a part of peoples’ lives, in manners that will be met with positivity and openness.

Revolution Digital  |  June 14, 2018
How Video is Changing the Way We Create and Consume Content

In order to get, you have to give. So, when it comes to ad fatigue, the solution is creating high-quality video content that meets customers’ wants and needs. Now, more than ever, brands need to find new and authentic ways to become a part of peoples’ lives, in manners that will be met with positivity and openness.

Why Use Video in Marketing?

Cisco’s Complete Visual Networking Index (VNI) Forecast says that by 2021, 82% of all IP traffic will be video-driven. With the popularity of video on the rise, many people are now heading online to consume content, choosing to watch streaming shows over sitting down in front of their TVs.

That doesn’t mean that there’s no place for brands in this online world; Snapchat is a solid example of how traditional media has expanded into the digital realm. Viacom recently signed a deal with Snapchat, agreeing to produce original content for the platform in the form of short, digital TV shows. This partnership will bring new and exclusive programming to mobile audiences on social.

Traditional TV media companies, like Viacom, are adapting to the new ways their audiences are consuming content, and brands should do the same. Instead of simply having an online presence, brands can take advantage of these types of opportunities and produce their own video content in the form of informational tutorials, product features, or even original shows, similar to Viacom.

The Rise of Video Content

The obvious go-to for online video is YouTube; It has over 1 billion users, and approximately one billion hours of video watched daily. Other platforms have piggybacked off of YouTube’s success, propelling video to new heights. While YouTube still has its place in video marketing, brands now have many options for hosting their content.

So, what’s next? Facebook says its users spend three times more time watching live videos than static broadcasts, positioning live video as the next movement in digital video offerings. Live video enables conversation in real time, creating an experiential event instead of relegating viewers to a passive role.

A German cereal company, Mymuesli, used this format to invite their audience to a call-in show hosted on Facebook. The head of CRM said it worked, and that it was a great, fun way to experiment with a TV-like format. The video was viewed over 34,000 times total, with an average of 400 people engaged with the video at any given time.

Irish property advisor company, Lisney, utilized live video to invite house hunters into attractive properties using real-time, broadcasted house tours on Facebook Live. These videos were filmed simply and easily with a mobile phone, proving that a robust budget and professional film crew isn’t needed for a successful live video endeavor. Lisney’s videos resulted in 30,000 organic views and a 4.5x increase in viewings on the pilot property. The agents featured in the videos are now recognizable as experts in the industry.

Influencer Marketing with Video

If your company isn’t involved in traditional content creation or publishing, how can you use video to engage? One easy way is to bring an influencer on board.

YouTube says 70% of teenage YouTube subscribers relate to creators they follow more than traditional celebrities. More importantly, 6 in 10 YouTube subscribers say they’d follow advice from their favorite creator—over a celebrity—on what to buy.

In 2015, Audible partnered with top YouTube influencers across several categories to integrate the brand in content that regular viewers would enjoy, resulting in 84 million campaign views from a 133 million total audience base. But influencers aren’t just impactful on YouTube. Brands are partnering with influencers to create content on the social platforms where their customers spend the most time, which may include Facebook, Instagram and Snapchat.

Best Practices for Video Marketing

When you jump into video marketing, think about what approach will work for your brand.

Some companies go all out with lighting, professional audio equipment, and scripted content, while others create compelling content with nothing but a smartphone and a good idea. Both are great, depending on the brand and its customers’ wants and needs.

More than budget or technique, content matters, and it must be engaging. Just because a customer cares about your brand, doesn’t mean everything you do will be of interest.

Consider filming product launches, events, and special announcements. You can interact with customers through question-and-answer videos, behind-the-scenes peeks at your company’s day-to-day operations, and customer support videos or demos.

The options are endless, but as your brand continues to experiment with different tactics, you’ll find that certain platforms, formats, and approaches work better than others for your products, audience, and messaging.

Best practices behind creating engaging video content are, for the most part, universal. Your tone and approach should reflect the audience you are trying to engage. Whatever that tone and content may be, it needs to foster an emotional connection with viewers, who will then feel more connected to your brand and its offerings.

Take a consistent approach to live video, so your viewers will come to expect a steady flow of con-tent. Jumping in to share videos on a sporadic basis won’t encourage viewers to keep coming back, and it’s hard to develop a unique voice and style when video is not an integrated part of your marketing plan. Building your audience is important, and a consistent offering will help.

Wherever you share your video and whatever the subject may be, users are waiting to hear what your brand has to say, so long as you’re saying it in an interesting, engaging, and authentic way.

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