Media consumption is changing rapidly in 2016. February survey done by Wyzowl found 61% of businesses stated that they currently use video as a marketing tool and of that 61%, 2/3 were not using video just one year earlier. With predictions that videos are expected to make up 60% of all mobile data traffic by 2020 and 80% of all internet traffic by 2019 we reached out to marketing/advertising community to find out few things:
- How important is video today for their digital strategy?
- How do they use it to promote their business?
- Do they include FaceBook native video, YouTube channel and/or independent video platform?
- And finally do they take notice of their mobile visitors?
Susan McLennan, Reimagine PR, Twitter
Video is key to everything we do for our clients because we come from television and often work on shows that change how people see the world or at least a particular issue. Reimagine PR partner Mike Erskine-Kellie won a 2015 regional Emmy Award for a show he co-created and wrote, and we bring that same thinking to our video work. We love Facebook native video – it can drive some very good results and yes, we definitely take note of our mobile visitors, but first and foremost, we make sure we have a well told story that is compelling and moves people to an intended action.
Cain Richards, Digital Analyst, SEO Works, Twitter
As an agency we are encouraging the major proportion of our clients to incorporate video into their digital strategy. We find it can be used in different mediums for a range of purposes from building brand awareness, lead generation, online engagement as well as SEO.
It’s important to make sure that your video content is immediately engaging and succinct. Recent research by Visual Measures showed that 20% of uses will click within the first 10 seconds and you can then expect to see 60% of users will have clicked away by the 2 minute point. Google Analytics is your friend and can provide you with detailed information on viewing habits and click through rate to evaluate the parts of your digital video strategy that are performing to the required level.
John Geletka, Duffy, Twitter
The importance and the role of video vary from client to client, but it’s a medium that can’t be ignored. For brand launch, a client can get a lot of legs out of a quick video. It’s certainly the right tool for distilling a complex message to both an internal and an external audience.
For marketing campaigns, video can make the difference in an email or a traditional landing page campaign. For an agency partner, it’s something we use in every pitch.
Video is also a large component of our future website. Finally mobile is critical. The most important thing is creating video that’s reflective of the consumption habits of users and knowing when to use long and short form video to compliment an experience vs get in the way.
Brandon Shockley, Plannerzone, Inc, Twitter
You might be interested to know that research from the World Advertising Research Center has shown that the best performing marketing campaigns tend to make greater use of online video. In rankings of the world’s 100 top
performing marketing campaigns from 2014 through 2016, the top ten performing campaigns tended to use online video as a lead channel.
Ed Brancheau, Goozleology.com, Twitter
I tell my clients that video marketing is critical to all businesses because I’ve yet to discover a business that can’t be helped by it. And I assure most of them that they don’t have to spend thousands of dollars. A lot of them can get by with a cell phone and a $30 mic from Amazon. In fact, oftentimes, the down and dirty videos outperform the slick and professional videos.
Matthew Mercuri, Digital Marketing Manager, DuprayIndustries, Twitter
We adopted very early to video as a core component to our digital strategy because we sell products that are easier to describe through video. We saw a direct increase in conversions after we put a bit of investment in producing high-end videos. When you take a look at Analytics and you see an increase in traffic deriving from Youtube, Vimeo, Facebook videos, Instagram Videos and Vines, you know that you should be focuses on this element.
Chris Hood, Chdigital.com, Twitter
The number one trend in digital marketing for 2016 is content marketing. Although blog posts, or image promos across social media, (FB, Twitter, Instgram) etc. is the easiest, it’s not necessarily the most effective. In our connected world today, mobile access and improvements in speed, bandwidth, service, etc. video is a more effective means to communicate with customers and should be integrated into every company’s digital strategy.
We now see video natively playing in Facebook, Twitter and even Instagram, a social service that was built solely for sharing pictures originally. What this means is that companies who develop video content for their marketing efforts can easily share it across numerous services, expanding their reach and increasing the number of customers they are able to interact with. We no longer are focused solely on YouTube to distribute video content.
More so, this substantially helps your mobile visitors. Instead of attempting to read a lengthy blog piece, or flip through quick images, videos can easily be streamed on a mobile device when a visitor is on the go.
Richard Kelleher, M.B.A. (LinkedIn profile)
It’s a tap, no longer a click, world. More than 60% of the world does their primary or only computing via a mobile device.
In 2014, Mark Zucerberg said in five years Facebook will be primarily videos. December, 2015, there were 8-billion videos uploaded per day to Facebook. There are only 1-billion registered YouTube user and 302-million “active” Twitter users (Right. Try 40% of that).
Yet I go to conference where every speaker is promoting “content” as in blogs and computer websites. Speakers who promote “heat maps” whose own websites are coded “1999 xhtml” and use squeeze pages, which Google deemed as spam in 2011.
April, 2015, Google gave preference to mobile in its SEO then on Feb. 24, 2016, publicly announced an algorithm change to favor AMP HTML. We are working towards HTML 5.2, not 4.0 as most sites are coded in. In 2016, you content strategy better be apps featuring video.
As you can see, most are incorporating videos in their business plans already and are preparing for mobile. But we’re not stopping here. As you can see we have part 2 to shed some more light on advertising/marketing community expectations.