Only a decade ago, after tailoring their video content, video creators were facing with just one problem – adjusting it to TV screens. Now it’s all about digital. The internet is quickly becoming a synonym for effective video marketing as it helps companies across the world to target their audience and proves to be a faster and more economical medium for promoting products and growing businesses. Around 40% of the world population has an internet connection. AOL’s sixth annual State of the Video Industry report shows spending on US digital video ads grew by 42% to $7.46 billion this year, and it’s expected to reach over $13B by 2019. Due to this new video industry state of play, marketers are more and more shifting their creatives from Tv to digital. Video makers have to keep in mind how to adopt their content to various types of devices and social platforms out there to get the video in front of as many eyeballs as possible. These are the new rules of distribution video content marketers are facing in the increasingly crowded world of online video.
When it comes to digital channels, few years ago YouTube was the most popular multi-channel network video makers had to focus on. In 2015, you have to think about how to adapt your content to Facebook’s news feed, Twitter, Instagram, YouTube, Snapchat, your web page….and choose the right duration of the video that will grab attention to as many people as you can. The latest stats show Snapchat is generating 6 billion daily video views, and Facebook video viewership is growing by leaps and bounds – accounting for 8 billion average daily video views from 500 million users. That’s up from just 4 billion video views per day in April. Video marketers should be aware of the fact people aren’t just watching their content, they’re engaging and connecting with it. Every platform has something unique for video marketers to follow if they want to explore the full potential of their video content. For example, a video has to be cropped vertically if you want it to fit mobile screens on Snapchat. If you want to share your video on Facebook, you have to make sure it’s cut down to a couple of minutes to capture viewers on Facebook’s news feed. If it’s posted on Instagram Twitter, the core of your video content has to be sublimated into a few attention-grabbing seconds.
Opposite to the TV, mobile usage is only getting bigger. Stats indicate that the average U.S. consumer is spending 198 minutes per day using apps, compared to 168 minutes they spend watching TV. As people are spending their free time more on cell phones rather than a television, think about how to distribute your content to mobile devices. EMarketer’s new report predicts that mobile programmatic advertising will be worth $9.33 billion in 2015, accounting for 61% of total programmatic display ad spending in the US. So if you want to get more fans you need to make your video a mobile friendly one.
Brands who want to position themselves in their marketing place are producing a large amount of content and plan to create even more in the future. Maintaining something like a brand blog and posting content on a corporate or business blog can be extremely effective for spreading your content. Embedding your video content to your homepage, blog, and to your landing pages will help to encourage prospective customers to convert and give richer material about the subject you want to talk about. Be aware of the fact that using third party video hosting services for embedding your video onto your website could serve as a better and more effective solution. Some of the improvements are custom player implementations, branded looks, additional backlink and shared content options, custom SEO embed code which influences your own site instead of YouTube and custom monetization options.
When you’re developing your digital plans, you should be thinking about various options you can integrate video into your content marketing, share it across all major digital and social media channels and on your web page. By carefully planning and analyzing your future video marketing actions, and using the right video platform to cover all the listed steps above, you might get the perfect year in 2015 from a video marketing perspective.