Tag Archives: online video marketing

Do Videos on Social Networking Platforms mean TV Style Advertising?

Do Videos on Social Networking Platforms mean TV Style Advertising?Since the Facebook-owned application,Instagram, introduced the video feature to it’s users a few weeks ago—there has been one question on my mind: How long will it be until we begin to see television-like commercials and ads on our social feeds?

With the new addition of video recording, Instagram latched onto the coat tails of the video app Vine, and catapulted itself into first place. But the competitive drive is still in the air, and with this resurgent popularity of video sharing online, (which isn’t really a new development, but rather a new conversation about an existing technology) it is obvious that if companies use this opportunity to do a little video marketing, they can tap into a potentially huge new advertising revenue stream.

Instagram CEO Kevin Systrom is consistently repeating that the application is all about the users, but with the burgeoning new trends in social media marketing and the use of Instagram for branding and product highlighting, it is clear that this update provides a marketing advantage to business owners using the app.

Do Videos on Social Networking Platforms mean TV Style Advertising?

Systrom was interviewed after the event announcing the video feature’s addition, and he believes that the near-term opportunities for brands to use the video feature would be similar to how they’re using Instagram photos currently—which is to capture moments at events that build on the brand’s image. And of course, Instagram is also used to snap shots of products, services, employees, customer testimonials, and more.

The CEO believes that video will just be an extension of this process, but as an avid Instagram user, my biggest fear is that perhaps companies will take advantage of the new feature in order to bring us a series of disruptive, unoriginal, and irrelevant commercials like the ones we are annoyed by on cable television—which is a primary reason that many Americans have switched to streaming their shows using services like Netflix or Hulu+.

Of course, this may only become frustrating for users who actually “follow” brands on their social networks, but of the 130 million people using Instagram, it is safe to assume that many are following their favorite celebrities and companies—patiently awaiting the next opportunity for gossip or discounts.

Every mat has a story to tell. #justmymat

A post shared by lululemon (@lululemon) on

Minutes after video on Instagram was announced, Lululemon released the commercial above, and while creative and engaging− it is just he beginning of what is to come. It is no accident that Facebook designed Instagram’s new video feature to allow users to record for 15 seconds; that is exactly the same length as most television commercials.

But I have two view points in mind that are battling it out for dominance, and while one has spawned out of my demand for social network purity—free of tracking cookies and targeted advertising— the other stems from my experience working as a social media marketer.

Online video marketing is a phenomenal resource for small businesses because most of them cannot afford flashy commercials that play in 15-minute intervals on major television networks. Setting up accounts on YouTube, Instagram, and Vine takes approximately ten minutes and then you can begin to record personal product pitches, or shoot a video of your pet boutique’s grand opening, or even make a short movie that highlights the efficiency of your carpet cleaning service.

A glimpse behind the scenes of the #Burberry Prorsum Menswear Spring/Summer 2014 show, #London

A post shared by Burberry (@burberry) on

Many major corporations like Burberry are already using the video feature to share behind the scenes footage of their fashion shows—and I believe this is actually a fantastic use of the app’s addition. Because the company’s fans are engaged on Instagram, the more intimate of the social networks, Burberry has a chance to connect on a more direct level, and the people have access to the human side of the company—which enhances a consumer’s perception of the brand’s authenticity.

The Instagram leaders recognize the natural business opportunity inherent to the simplicity and versatility of the video feature, however for the time being they are encouraging brands to interact with their customers organically, rather than allowing market-directed ads, like the ones we see on Facebook.

I take that as a good sign; spontaneity and honesty are fundamental to the nature of Instagram. Businesses have a chance to showcase the candid and genuine elements of their brand. And if you’re a small business owner, that is what social media should be about—reaching out to the public, sans pretense and ulterior motivation. Let’s just hope that the Instagram team and community continue to agree, because I am not quite ready to give up my favorite social networking platform to the advertisers just yet!

What is your opinion on the potential of seeing television style adveritisng on Facbeook and Instagram? 

By Sasha Novikov | Creatine Marketing

 

Introducing Video on Instagram from Instagram on Vimeo.

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The Power of Online Video Marketing

The Power of Online Video MarketingOnline video is a key part of the content marketer’s playbook. With today’s technology, video content is less costly, easier to create, and more effective than ever—and most companies have taken notice. There is a lot of compelling evidence suggesting that video marketing should be a major focus of your digital advertising campaign.

According to Dr. James McQuivey of Forrester Research, one minute of video holds more value than 1.8 million words. That’s the equivalent of 3,600 typical web pages, which means if you were to write an average of one web page each hour, it would take you 150 days of writing to achieve the impact of one minute of video. Taking those numbers into account proves that online video marketing is the single most practical use for your marketing time and energy.

Each day, over 100 million Internet users watch online videos, and while it’s true that many of those people are watching the latest viral video featuring a cute kitten or a silly child, an increasing majority of them are looking for advice on how to do something or how to make something work better. This number has increased by 43% since 2010, and studies show that a large amount of viewers are looking to buy a service or product.

A recent study conducted by Forbes magazine shows that 75% of executives watch work-related videos on business websites at least once a week, and a majority of them visit the marketer’s website after viewing a video. So why should your company care?

With video marketing in your arsenal, your advertising campaign can reach a wider audience− more than 167 million people consistently watched online videos last year and that number is increasing exponentially. Over 50 million people view videos from their mobile devices, and mobile users seem to have a longer attention span. While desktop viewers stick with a video for 2 minutes or less, iPhone users commit for almost 3, and Android users surpass 3 minutes of engagement. Tablet users have the longest attention spans of all, and remain glued to the screen for an average of five minutes.

Video by Steven Martin | Creatine Marketing

Video also creates an opportunity for your company to increase the impact a message has on your targeted audience. Viewers tend to retain information they see in a video at much higher rates than if that same information was read or heard. In addition, 46% of people say that seeing a product or service mentioned in an online video would encourage them to seek out more information.

Use video to sell: promote products, features, services or brands, to educate: share tips, ideas, and commentary, and to entertain: deliver content that’s light, humorous, and fun. Remember to find a balance between industry related information, promotional information, and content that is just upbeat and easy to share.  YouTube videos are easy to embed into any webpage of blog; you can share them in Pinterest, Facebook, Vine, and Twitter.

Today, video marketing is slowly rising to the top of the content marketing food chain, and is the 6th most popular method of digital marketing. It is a simple and creative way to increase sales and leads. Businesses that incorporate video marketing into their overall strategy see higher engagement rates, higher click-through rates, and higher conversion rates. Video marketing is a great way to escalate your sales pitch out into the universe and let it drive customers to your site, and ultimately to your product.

The Power of Online Video Marketing

A vast percentage of those who spend time online would rather watch a video than read text, and while that may be frustrating, it’s business− and the first rule of marketing is that you need to be where your customers are. If you are sending out newsletters, you will have a lower unsubscribe rate if you include an instructional or humorous video. Let’s say a service or product you offer is a bit complicated, rather than explaining it all in a lengthy essay, you can create a video that highlights main points and explains your merchandise in an organic way.

Finally, it’s important to remember that you only have 10 seconds to grab a viewer’s attention. Effective video marketing has to be engaging right from the start. Pay attention to the analytics of your video; find out who is watching, how long they’re engaged before hitting pause or leaving the page, and at exactly which second they decided the video was no longer worth watching. Once you have that information you can sharpen your message and mold it to better suit your audience.

These statistics speak volumes about the positive effect that video marketing will have on your advertising campaign. To further drive my point about the visual preference that is such an integral part of human nature, I have included this inforgraphic I created reiterating some of the points made in this article. The statistics in this blog are available on comscore.com.

By | Sasha Novikov

The Power of Online Video Marketing

An infographic I created to accompany this article.


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