This article is a guest post by Tessa Louche.
When you’re lying in bed after a long day at work, what do you find yourself doing? Chances are, it’s scrolling through some sort of social media with a timeline chock full of videos. According to HubSpot, 78% of people watch videos online every week and 55% of them do so every day.
Whether it’s a one minute video taken on a shaky phone of your cousin doing the ice bucket challenge or a recap of The Tonight Show with Jimmy Fallon, video took over the Internet in 2015. This trend shows no signs of slowing down in the year ahead.
In our instant gratification society, video is brief and bright. It entertains the consumer and sells the message of its advertiser in an off-beat way – a way more engaging and thought-provoking way than traditional advertising mediums.
Done the right way, video is extremely effective at educating the consumer. The fact that video content is extremely shareable means that entertained consumers of your video content can, in turn, educate their social circles.
Though the probability of a video “going viral” is low, video shares are extremely high as opposed to other types of content, therefore still achieving a high amount of reach.
As well as being shareable, video is highly searchable. The modern consumer does their research – 81% of them research a product or service online before they make a buying decision, according to AdWeek. YouTube is the second-largest search engine behind Google, which translates to videos on YouTube ranking highly on Google search – key to getting more viewers of your content.
With the help of a team of stellar social media point people, video is a great way to interact with consumers real-time. Watchers can leave comments, and those comments can be one of a company’s most insightful sources of learning about their market.
Commentary can provide a glimpse at one’s product or service in an entirely different light not previously considered. An informal means to express sentiment about a product or service, video commentary offers a more real and honest voice from consumers.
Video is also a highly measurable medium – anyone can search a YouTube video and immediately see how many times it’s viewed.
Metrics a company can track that are of interest can range from total number of views to how many times a user paused the video. Advertisers can measure how many consumers watched an ad 1/4, half, 3/4 and all the way through. Demographic and geographic data is also available to analyze consumer segments.
It’s no secret that video advertising is effective and offers a host of benefits to advertisers – 2015 demonstrated this. With technology advancements, more data to analyze and increased optimization efforts, 2016 will see an even stronger video-based ad trend.
This infographic outlines some of the projected trends related to video marketing.
Have more questions about using video marketing? Leave a comment below and we’ll be sure to respond!