Video Marketing 101 – Part 1 of 3: The Defining Trends & Growth of Video on the Internet

Information Overload – or Speed Learning?

People are getting more media-savvy every day. There’s so much multimedia content in our faces!

You’d think we’d be sick of it but no! Not according to a study conducted by Forrester Research. Most people retain information through videos 95% of the time compared to reading information from text where only 10% of information is retained.

It may look like people are getting lazy but so many of us live such fast-paced lives today, that the only way we can quickly consume content is by watching it. For someone looking to market their business online this information is GOLD!

Video marketing is no longer an option. It’s an essential marketing tool for all businesses to stay in front of their competitors. (Watch out for Part 2 of this series where we show you the reasons!). But before we get all excited and plan your awesome video campaign, let’s step back to see how far it’s come.

How Far Has Online Video Come?

Believe it or not, there was a time when YouTube wasn’t the default platform for online videos. The standard for watching online videos was limited to Windows Media Player, QuickTime, and RealPlayer. Encoding videos with them was so complicated only computer geeks could do it.

This changed in 2005 when Adobe released the first version of its Flash player: Flash 8. This became the backbone of the world’s most popular video-streaming and sharing service there is today: YouTube.

Competition for Flash came in 2008 with the release of the first-generation “Jesus Phone” known as the iPhone. For the first time since the late ‘90s, a new platform emerged to challenge Flash’s dominance in the form of HTML5. YouTube eventually switched their default video to HTML5.

YouTube is the second largest search engine in the world and is owned by the largest one – Google. Each month one billion unique people visit YouTube with over six billion (yes six billion!) hours of video watched!

What are The Trends to Take Note of in Video Marketing?

You want to make sure that any video you will be producing for your business will reach the widest audience as quick as possible.

Are there any specific factors to take note of when it comes to video marketing? Absolutely!

  1. Humour

Whether it’s sophisticatedor slapstick, humour cuts across different cultures like nothing else can. 47% of global respondents surveyed from over 58 countries agreed that ads resonate with them the most if the message behind them is peppered with humour (http://www.nielsen.com/us/en/insights/reports/2013/global-trust-in-advertising-and-brand-messages.html).

Humour has been part of internet culture ever since pre-broadband streaming. Remember the “Dancing Baby”? How about “Charlie Bit My Finger”? These videos came from different eras of the internet but can still get a chuckle.

Remember this: Humour = Attention. Attention = Sales! Easy isn’t it?

  1. Micro-Blogging

When it comes to streaming and sharing full-length videos for free, YouTube is still the undisputed market leader. However, just as we said in the intro, today’s consumers demand content to be delivered to them fast. For the younger generation who grew up with YouTube, that platform may already be too slow.

YouTube still has enough clout and influence for many consumers to watch your videos but if you really want to tap The Next Big Thing before everyone else, you have to look to the future through the magic of short-form video sharing “microblogging” sites.

What the heck are they? Most microblog services allow users to upload short video clips in seconds rather than minutes and also watch them without ever having to be redirected to another website. If you remember the early web concept of the “moving image” by way of a GIF, then it’s essentially that with big fancy pants on.

The most popular microblogging services in the world today are Tumblr, Instagram and Vine. If you’ve got a target niche that skews towards a younger demographic check them out – they’re tots amazeballs (totally amazing)!

  1. “Mobile-Friendly” Content

Long-form video content is good (yawn) but not how a punchy message is delivered today. The content you produce should be short, to the point and most importantly – provide immediate impact. Just like Batman’s KAPOW!

You’ll only get to truly maximise your message when you stick to the one thing that makes mobile browsing such an important facet of marketing these days: simplicity.

Simple messages are what drive people to trust a particular brand now. Ads in the last ten years have all relied on glossy productions that cost companies millions of dollars. Today’s style of video marketing relies on viral tactics with mobile phone cameras and low cost production. It looks deliberately crude, but that’s the point: it’s the kind of marketing which reaches out to audiences who can relate to the video.

You can use all three factors mentioned above, but it won’t mean a thing if you don’t trust in your innate creativity to pull them off! Your gut feeling trumps every kind of focus-tested marketing tactic there is so remember to listen to your intuition.

A whopping 69% of all internet traffic is predicted to come from online videos in 2017!  (http://www.cisco.com/c/en/us/solutions/collateral/service-provider/ip-ngn-ip-next-generation-network/white_paper_c11-481360.html ) So now that you’ve been initiated into the wonderful world of video marketing, it’s probably the right time to start planning your strategy.

Stay tuned for Part 2 of our 3 Part Video Marketing series so you can stay ahead of the pack on a shoe-string budget…

If you’re looking for a Done-For-You Video Marketing, Video Ranking or Video SEO service, then Contact the Gold Coast Video Marketing Experts today!

 

Sources:

http://en.wikipedia.org/wiki/Social_video_marketing
http://www.marketingprofs.com/chirp/2012/9127/the-history-of-web-video-delivery-infographic
http://dmakproductions.com/blog/the-history-of-viral-video-marketing/
http://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online
http://www.forbes.com/sites/jaysondemers/2014/07/22/the-top-7-online-marketing-trends-dominating-2014/

 

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