Have you figured video into your marketing efforts for this year? If not, a national Pew survey conducted in the middle of 2013 may convince you to start making video marketing a priority. The survey outlines how Americans have doubled their use of online videos in the last four years. Approximately 31 percent have uploaded or posted videos on one channel or another.
The youth of America are the biggest proponents of posting online videos with about 41 percent of adults 18 to 29 saying they shared videos online. Thirty-six percent of adults aged 30 to 49 have uploaded videos compared to only 18 percent of the 50 and older demographic.
More importantly, 78 percent of adults are watching videos online creating a target market invested in the use of online videos. To leverage the opportunity here, your job is to understand your audience to better formulate a strategy that works.
A separate survey from Nielsen shows that nearly 60 percent of people who consume media directly from a company’s website trust that information about 13 percent higher than ads in television and newspapers. This is an interesting decline despite a seven percent increase in ad sales in those mediums and something to consider when formulating campaign strategies.
According to comScore’s Video Metrics, mobile videos are in demand and growing. The younger generation is glued to their mobile devices and consumes videos via their social media apps. In December 2013, comScore said online video hit a high month of 50 billion views. Furthermore, video ads have tripled over the last year.
If you are trying to reach the younger crowd, you should be using mobile video in your strategy and regularly publish fresh content to keep your message valid. To get the most views, optimize the video and the channel toget better Google rankings and more views than content lower on Google’s search list.
Another study in 2012 from Nielsen, this time in its Cross-Platform Report, shows that while mobile video is on the rise, the traditional television is where consumers are getting most of their video. Nearly 80 million homes are equipped with HD televisions and a total of 248 million Americans are watching their televisions.
Videos on the Internet are viewed on laptop or desktop computers by around 147 million while mobile subscribers number around 33.5 million and watch on their smartphones or tablet computers. Taking these statistics into account, you should be branding your content and promoting videos consistently on every possible channel to take advantage of growing opportunities.
Not every organization is going to have the kind of expertise to pull off a marketing campaign that affectively delivers quality video content on all the appropriate channels.
Here are a couple things to consider when strategizing a video marketing campaign.
1. Getting a thorough understanding of your audience demographics and what interests them is a first step towards formulating a marketing strategy for your campaign.
2. Interview your customers and authorities in your niche to get a better idea of the market segment you targeting.
3. Set appropriate goals ensuring they align to and supports overall business objectives.
1. An entertaining yet informative video grabs more attention and conveys the message encouraging users to access more information on the web. It also facilitates quick decision making and has a greater chance of converting the user.
2. Keep the video short and to the point by focusing on client benefits. Ensure that branding in the video is used only where it makes sense, avoiding unnecessary promotion.
3. Be sure to include a call to action in your video.
4. Consider branding of videos at an appropriate level in the video content itself, including the title, category, description and tags. Over branding can result in lack of interest among the audience.
Managing Your Distribution:
1. Focus on publishing videos consistently targeted to a specific audience rather than simply creating a number of channels for distribution. The quality is more important here to develop an engaging audience for your video.
2. Get social with your audiences by actively responding to them in a timely manner.
3. Remember, affinity and trust for a brand is built when you help your audiences with valuable insights on problems they care about rather than presenting the video in the guise of product pitches.
Measuring Success & Improvement:
1. Set up metrics and track the performance of the campaign.
2. Compare the effectiveness of the campaign with other campaigns. Evaluate the sentiments of the audience by measuring how people talk about your brand.
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