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...This data illustrates how the quintessential picture of linear TV viewing is dramatically evolving as tech-savvy viewers with new consumption appetites enter the picture. Consumers can now select their preferred screen based on the type of content they wish to view, and each device supports a unique need. This allows media consumption to become even more ubiquitous and transcend the boundaries of time and place.
In his recent report, my colleague Jim Nail reveals that this modern pattern of media consumption gives marketers new opportunities to harness the power of video and tell their brand stories. However, in order to do this successfully, marketing professionals must “factor in different attention and engagement by platform.” As Jim says, “up to this point, advertisers have largely assumed that a video ad performs similarly whether it’s on TV, online, or on a mobile phone . . . TV may still have the larger audiences, but the smaller, more attentive audiences on other devices may drive higher message communication.”...
Use and apply videos to improve your existing marketing campaigns to build a conversation with your customers
Websites and marketing campaigns often rely on text and graphics; however, relying on too much of any one ingredient is a recipe for disaster. While graphics convey information succinctly, and text explains and elaborates, adding video to the mix is a way to reach customers who absorb information visually and tune out when they see too much text.
According to Insivia, on average, viewers retain 95 percent of information if they watch it it, but only 10 percent of the when they read it.
If a customer doesn’t hear or understand your message, your chances of converting them are slim. For many companies, conversion rates increased after adding videos to their campaigns. PowToon found start-ups and small businesses that used videos saw a conversion rate increase an average of 40 percent. Additionally, start-ups saw email sign-ups increase 67 percent....
TThe story of how a small family business pulled off one the biggest successes in YouTube history....
..We had to scale a content marketing effort quickly and decided that Stephen’s primary source of “rich content” would be video. He was a natural on camera and the lush and ancient countryside of Provence proved to be an ideal backdrop to explore wine making, food. history, art and local color of the region.
Stephen was in it for the long haul and consistently documented his wine-making journey in a very human and entertaining way. He talked about a labeling crisis that almost crushed his business. He created a funny video about the ridiculous paperwork he faced from the French government, what it was like to attend a wine-tasting competition, how the grapes were harvested in the first morning sunlight, and many other interesting little vignettes. He shined a light on his village, his pets, his family. He lost his balance on a grape harvester. He put a human and modern face to a stodgy, traditional business....
Mobile marketers and advertisers around the world are unleashing the power of video in their social media efforts and related campaigns.
And they’re doing so aggressively.
All told, the latest industry data reveals that 93% of marketers have now used some form of video. And that usage is growing more prevalent in social media marketing.“Digital video viewing is mainstream, and eMarketer estimates that 182.5 million people in the US, or 75% of all internet users, will view digital videos this year, and video advertising spending will increase by more than 40% in 2013 as well,” eMarketer reported Wednesday. Video viewership and social sharing are “closely intertwined,” the report explains...
Last Thursday, I launched Quick Sprout University, which is a free video library of 107 videos that helps you learn online marketing.
The purpose of launching Quick Sprout University was to see how video content performed against free software tools and content guides.
An advanced guide can easily generate Quick Sprout 361,494 visitors and 8,421 email opt-ins within a few months. A free marketing tool, on the other hand, generated Quick Sprout 17,747 unique visitors within 4 days, and it helped increase time spent on site to over 3 minutes.So, how did the videos perform compared to the other marketing tactics I leveraged? Here are the results...
Brands looking to diversify their marketing efforts should include video content now that 85 percent of web users view streaming media.
How long should your video be? People all over the internet have been asking this for ages! For a long time, the idea was that shorter was better, but recent evidence suggests that long-form videos are now proving more popular, and even YouTube and Vimeo are prioritizing this video content in their search rankings.
However, Tout and Vine are looking to move the trend back to short video. And when I say short, I mean short. Tout offers 15-second video posts, while Vine (from Twitter) offers 6 seconds. The concept of the platforms is to allow only “clips” or video snapshots, rather than long-winded or over-produced content. It’s an interesting direction for video, but it could be the perfect synergy of video and the short attention spans of social networking....
How does a company that sells blenders attract over 220 million views on YouTube? How does Zappos drive over 250,000 visits a year to its website from YouTube? ... With over 72 hours of footage being uploaded to YouTube every minute, how do you successfully market your business on the world’s largest video site and #2 search engine? This guide will provide answers to those questions and much more. Whether you are a YouTube beginner or a seasoned pro, this post will serve as an in-depth guide for marketing on YouTube....
Video marketing is quickly becoming a speedy, effective and SEO-friendly way for marketers to reach consumers. Video marketing is quickly becoming a speedy, effective and SEO-friendly way for marketers to reach consumers. This can be especially true for small businesses, as well as those who don't have traditionally "camera-ready" products. Read on for four tactics from two video marketing leaders in small business, including one who generated one million video views on YouTube. These tactics will take you from the genesis of an initial idea to cultivating a robust video program....
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There’s significant momentum for publishers toward increasing the production of video content, on account of both the strength of video as a medium for storytelling and high video CPMs as advertisers begin to move their TV spends online (see the Chicago Tribune’s coverage for one example). An increase in video content across the board, of course, means that it’s all the more important that we have a sense of which parts of our audience we can hope to reach with video. To that end, below is a brief survey of the state of online audiences and their consumption of video.
...On a related note, Nielsen recently reported that more and more television subscribers are turning off the tube entirely and opting for an online-only entertainment and news experience.
What does any of this have to do with content marketing? For managers and content marketers tasked with building brand loyalty and an ever-increasing customer base, the answer is simple: Worlds.In short, the channels of communication are changing and the way consumers seek, receive, and process information is trending toward online avenues.In short, the channels of communication are changing…
The 2013 Online Video Marketing Survey and Business Video Trends Report has been released by ReelSEO, the Web Marketing Council, and Flimp Media, and of the 600 marketers surveyed as part of the study, 93% of those marketers are using brand video content (up from 81% in 2012) with 82% reporting that video content has a positive effect on their businesses.
The most popular use of video content for marketers in 2013 is for website marketing (84%) followed by search marketing (80%) and email marketing (60%). Only 10% of survey respondents claimed that video had little effect on marketing return on investment, yet just 71% of marketers plan to increase their online video marketing budgets while 1% plan to cut their video marketing budgets this year...
Video is quickly becoming one of the most popular content marketing tactics around, ranking as one of the top 10 most-used tools by B2B marketers, according to a new study by the Content Marketing Institute and MarketingProfs.The report, which is entitled “B2B Content Marketing: 2014 Benchmarks, Budgets and Trends”, surveyed over 1,200 B2B marketers to better understand how content marketing is being utilized, and the results show that video is a force to be reckoned with.
Allow me to take a moment to share with you what works on YouTube. I’ve found that these 20 tips will turn your videos into overnight sensations and capture the attention of the masses. Granted, it doesn’t happen overnight and a fair amount of work is required, but the phenomenal results––if you follow all of these ideas––will bring tremendous attention to your brand.
Content - As Vine and Instagram Video battle for users, one thing is clear: People go crazy for online videos. Here's an infographic explaining why consumers watch product videos and their effect ...
All those product video views translate into more sales for businesses.
Shoppers who view video are 174% more likely to purchase than viewers who did not, according to Invodo. And almost 40% of consumers report that videos increase their likelihood of making a purchase on a mobile device....
A recent research report by Invodo said that 52% of consumers say that watching a product video makes them more confident in online purchase decisions, and another 52% said they are less likely to return a product they have purchased after watching a video. Treepodia says that video increases conversion rates, from 14% increase for electronics to 113% for gifts. There are statistics galore about how video increases conversions and purchases, increases consumer confidence and retention, decreases friction, is the best medium for mobile and tablet devices, and ends world hunger (well, maybe scratch the latter) I’m not sure we need to convince you how effective video is in helping your marketing efforts. Video has arrived – and is here to stay. But what do you need to get into the game and use video to improve conversions on your landing pages? Introducing Video for Landing Pages 101, an introductory overview to help you navigate and plan your video landing pages...
In PR and marketing, we’re all about using different kinds of media to push the brand message and get the audience involved. We have to skillfully weave videos, print, email and social together in order to paint a larger picture and take the “big idea” to the consumer on the street (or the laptop). But what if we could present target audience members, investors or even clients with all these different kinds of media in one self-contained, embeddable package? Marketing veteran/entrepreneur Tim Bahr thinks he has found the solution to this challenge with the NextWorks “content capsule”. Here, for example, is his company’s own promotional unit...
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Here's what Anjali Lai says marketers and PR pros need to know about the evolution of video and how to get results from social marketing in the future.