With video accounting for 69% of all consumer Internet traffic by 2017 and 79% by 2018, as reported by Cisco, video marketing is going to be a major vehicle for companies to reach their target audience and boost their bottom line. And if millennials are who you’re after, the Internet is definitely where you want to be with video. After all, millennials don’t watch cable. They don’t even subscribe to it.
Unruly reports that over 61% of Americans already share video ads on Facebook. What’s more, two-thirds of video views aren’t on YouTube – and YouTube receives over one billion unique visitors in a month.
So what does this say for the evolution of the video medium?
TV isn’t going away. It’s just moving to a new location.
Regularly scheduled programming on the Internet? Sounds an awful lot like television. Whatever you call it, that’s what more and more brands will be up to. Major brands may go as far as to partner with entertainers for content. Sponsorship programming may be making a comeback, as in, “This video has been brought to you by,” taking us full circle to where it all started. Want to know more? Stay tuned for our next video blog. Same time, same channel.
I once made a video about my dog Spot.
With inexpensive alternatives readily available, some marketers will find it hard to resist the temptation to willingly turn over the creation of brand content to anyone in the office who knows something about Instagram. Others will turn to professionals. This is a wise decision, since surveys find professionally produced video outperforms amateur content. Everyone wants to maximize savings through video marketing, but whenever your brand is being represented, you always want to put your best foot forward.
You may also be interested in: Video that cross-sells through relevant online sources.
Someone is searching for flooring online at a home improvement store. Your home furnishings video pops up and reaches a targeted audience with a relevant message at just the right time.
Video: Your new sales assistant.
Visitors who view product videos are 85% more likely to buy and 25% less likely to return a purchase. Perhaps you’d be interested in something more human? When you can’t have an actual salesperson doing the selling, the voice or person on the video is a nice alternative to just a headline and body copy. To kick it up a few notches, why not “interact” with customers by video recording pre-set responses to typical questions.
Your next best thing is coming soon. Use video to not show it.
Marketers don’t have to wait until their new product is on the shelves to start promoting it. They can cost-efficiently start the hype with video teaser marketing on websites and through CRM emails. For a bigger splash, perhaps a video teaser on a search engine?
They’re watching your video, but your video also is watching them.
Already you can track much more than just the amount of views your video is getting. Audience engagement, drop-off rates, revenue impact and more can be tracked with the right platform and is certain to become even more sophisticated over time. Video analytics will give you an understanding of who is watching and how each video is having an impact on your bottom line, informing marketing efforts from R&D to customer service and enabling you to enhance efficacy and improve conversion rates.
What future-forward video tactics have you already launched? How will you continue to engage your audience with content that’s relevant to your brand? Where is your video strategy headed?
We’d love to hear from you!
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