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Mark Zuckerberg said at the end of 2015 that we would be in the "Golden Age of Video" for some five years. So... it's not over yet, and business owners' and marketers' growing access to video will only further the shift in our social feeds in 2017. We should also expect to see changes in the way users engage with content on social channels; an influx of new media formats, including 360-degree video, live video, and virtual reality; and new marketing tactics as brands experiment with these new formats. Finally, we'll also start to see more automated ads and personalized ads targeting our screens as such new technologies make their way into the hands of more and more marketers. Here are seven predictions for the social media and video marketing landscape in 2017....
Recently, I’ve been thinking about the importance of online video content. People are nowconsuming more videos, and it makes up a huge portion of online content. A post from Convert With Content spells out this growth, citing several stats, including: - 74 percent of all Internet traffic will be video by 2017. - Video is shared more than any other kind of content. - YouTube is the second-largest search engine in the world. - Around 8,333 Vine videos are shared each minute. - 33 percent of tablet owners watch about an hour of video on their devices every day. - Video in email can boost open rates by 20 percent and increase click-through rates two to three times. Video is becoming more and more relevant — so why not come up with some paid strategies now? In this article, I’ll suggest ways to incorporate video strategies into your online advertising programs. I’ll cover Google in particular, but similar ideas can be implemented in other channels....
According to a recent study at the University of Miami School of Business Administration, online shoppers are proving to be 80% more likely to choose more expensive products and services when accompanied by a video demonstration. If your brand hasn’t implemented video to your social media mix, you may potentially be missing out on a large market share.
Interestingly enough, 79% more shoppers are most likely to choose products centered on entertainment and pleasure as opposed to functionality. They are even willing to pay a higher price for this. Could this be the correlation between video engagement and a product that entertains?
"It is clear from our study that online retailers, particularly those selling a product that beats the competition less on function and more on attributes about pleasure and enjoyment, can substantially increase their sales and profits by systematically incorporating more dynamic presentation formats like video to convey their product and service offerings," states Claudia Townsend, Assistant Professor of Marketing at the University of Miami School of Business Administration....
The top responses include 41.6% of the respondents who prefer to view online video via desktop 41.6%, 32.3% choose to view this content on a smartphone 26.1% view on a tablet. However, when the results are broken down by gender and age, particular preferences are presented. For example, when it comes to the gender break down, almost half of males (45.4%) and 39.3% of females prefer to view online video on a smartphone.
The key findings were revealed when the various age groups who took part in the survey were singled out. It would appear that there is a clear preference towards desktop and smartphone focusing on individuals aged over and under 35. The respondents aged under 35 have a greater tendency to watch online video on smartphones. 47.8% of the respondents aged 18 to 24 years old, as well as 42% of respondents aged 25 to 34 years old said that they prefer to watch this form of content on smartphones....
Spellbinding scenes captured by adventure seekers and even wildlife madeGoPro the hottest video camera around. And now, the company wants to give marketers a sharper view. Hundreds of those videos, like those from the perspective of a dolphin swimming alongside his pod or a dude jumping from a tall building, will soon be at marketers' fingertips via a platform dubbed GoPro Licensing.
"We've gotten calls almost daily from creative agencies, TV networks and film studios that want to use our content," said Adam Dornbusch, head of programming at GoPro, which just began taking marketers' applications via its online portal....
There’s a great deal to consider when building a social strategy. New social networks are popping up all the time, so it’s essential that marketers stay in the know.
Well, the next big thing is here.
With service providers expanding 4G networks and wifi available almost everywhere you go, live streaming is where it’s at now. And no app does live streaming better than Periscope.
The possibilities for marketers are endless; you have the opportunity to define the uses of this new application for your own business purposes....
...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.”...
According to a recently conducted study by VidYard and Demand Metrics, video marketing is the most effective marketing option available today. In addition, the return on investment provided by video marketing is improving, according to 48% of the respondents. While it is certainly no surprise that video marketing is an excellent resource, this study really just shows how important it is.
The effectiveness of video has not been lost on successful marketing companies. The report found that over a third of large companies are producing over 100 marketing videos each year. They also found that 86% of those surveyed use key tools to measure the effectiveness of their video marketing efforts, which further shows that the ROI on video is real....
...Animated videos, on the other hand, provide a quick way to create super HD quality video content that has several advantages over traditional video. It has none of the artificial and cringe-worthy acting and no issues with sound or weather, particularly when filming outdoors!
All you need to do is apply this approach to infographics. As with animated videos, you don’t need any specialist design or video production expertise to create one. And while you’re able to create excellent visual feasts that require little effort from the viewer to learn from them (all they need to do is hit “play”!), you’re also taking advantage of the popularity of videos.
Let’s take a look at one of our favourite tools of the moment – GoAnimate. Hosted online, all you need is an Internet connection to produce professional-looking animated videos....
...Internet video is expected to account for about 84 percent of all U.S. Internet traffic in four years, up from its current 78 percent, Cisco says. That figure also includes IP VOD, which is basically pay-TV providers’ on-demand video services. A recent Sandvine study on cord-cutters also pointed to how much more bandwidth they use than average Internet users. Interestingly, the percentage of traffic devoted to those pay-TV services is expected to drop as services from online content providers, such as Netflix or Amazon, become more popular, according to Cisco....
Let’s talk about You Tube for content marketing purposes. As much as I dislike video I still do it, and there are some people that say You Tube is the new TV… heck I even have a weekly social media hangout, so I totally get why you need to be video marketing.
In case you’re not aware… YouTube is owned by Google and videos appear high in search results. So if you’re struggling to get on the front page of Google for a competitive phrase then video will help.
YouTube is better than TV because it’s free and user-driven. This is an extremely valuable tool for spreading brand awareness online. Next to blogging, You Tube has a low cost to entry in some instances (like blogging), all you need is a web cam, a script and a You Tube Channel....
Online video is increasing in importance and effectiveness when it comes to purchase decisions.Nearly three quarters of consumers are more likely to purchase a product or service if they can watch a video explaining it beforehand.This research comes from a new study by Animoto, designed to explore how online video impacts consumer buying....
If you want to put your finger on the zeitgeist of brand storytelling today, watch the recent GoPro ad, “Lions - The New Endangered Species.”
... The genius of GoPro’s content marketing—and why their videos are immensely viral—is that they don’t feel like ads. Customers make up the vast majority of them, and the ones produced in-house are terrifically visual, quality narrative storytelling.
But I’d argue that the massive popularity of the videos and the technology itself is due to something even more specific. GoPro is a zeitgeist product, the perfect technology for the kinds of stories (marketing and otherwise) that customers are finding increasingly desirable in a highly interactive social media and X-Box enhanced world. The company has seen its growth double year-on-year since it’s founding.
Today, customers want stories that put them in the driver’s seat, either as characters, narrators, or authors. Even better are stories in which customers themselves are creative agents, another reason why GoPro’s customer-submitted content performs so well....
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These aren’t all channels that I would subscribe to, personally, but they are all channels that I think deserve more fame and that more people would like to know about. Also, there’s no particular order to this list: seriously, check out all the channels I’ve listed and not just those at the top. First YouTube list since I’ve actually been a YouTuber myself. Nothing over 300k subscribers. Channels from 10k to 300k subs. NOT in any particular order — seriously (check them ALL out, randomly — just start clicking links). So without further ado, please enjoy my list of the top YouTube channels you probably haven’t heard of yet. I would consider many of these top channels regardless of subscriber counts. Enjoy....
Mistakes happen, especially when you’re getting started with video. But, just because you made a mistake doesn’t mean you didn’t learn anything from it. Rocky hosted a Blab along with special guests Britney Clapp & Drew Keller where he talked all about video mistakes our team has made and what we learned from those mistakes. Here’s some of the biggest mistakes we’ve made...
Video consumption has reached its tipping point. According to a new study, U.S. consumers under 45 years of age spend even amounts of time consuming both digital video and television.Millward Brown’s study, “Ad Reaction: Video Creative in a Digital World,” found that while older generations may be more reluctant to move away from cable television, their younger counterparts have no problem doing so.
Individuals between ages 16 and 45 spent a little over three hours every day watching online video. Half of that is through smart TVs, but 45 minutes are spent on smartphones, on average, with desktop and tablets claiming the rest of the share.
This behavior isn’t limited just to the United States. Online consumption was even higher in some foreign countries, with Nigeria leading all other countries in online consumption.
Millward Brown points out that the trend is forcing brands to reconsider how video is targeted as a marketing medium, highlighting the differences and challenges between online and traditional TV. By now, it’s clear there’s no turning around: Online video is going to replace television....
Ready to get started on YouTube? Or wish your YouTube Channel were performing better? I’m here to help!
YouTube is effectively the second largest search engine in the world (behind only Google). With video becoming more and more important (we even launched Buffer for video last week!), now is the perfect time to start optimizing your YouTube Channel and begin reaping the benefits of a strong video strategy, including connecting with new potential customers, getting a better search presence and building your brand.
I’ve had a lot of fun exploring YouTube optimization and wanted to share what I’ve found. Here is everything that I have learned and would do to optimize a channel....
If your brand is targeting 20 to 30 year olds, using video as a communication tool is key. You might find that your business, like many others, are failing to fully engage the millennial demographic.
Did you know that millennials (or Generation Y, as they’re also called) will spend more than $200 billion annually starting from 2017? Did you know that millennials are primarily visual buyers? Or that there are approximately 80 million millennials in the US? Needless to say, there’s a lot of money and loyalty to earn if you get your communication strategy right.
Luckily, Animoto created an infographic with the key statistics you need to know in order to understand why, and how, the Gen Y are interacting with online videos. Below are the key take-aways....
For social media marketers, creative selection is influenced by granular audience segmentation and “shareability,” as well as traditional concerns like target audience and desired effect.
Nowhere is this a more complex decision-making process than in the case of video, which has a great deal more variables to consider than image-based advertising (e.g. music, length, editing) but also a good deal of evidence validating its effectiveness.
It’s this efficacy that is drawing more advertisers to video, and notable new developments in the space have helped codify best practices to the benefit of advertisers still determining whether to invest in the medium.
Examining these improvements, along with how some of Nanigans’ (my employer) most successful customers are using the format, should provide advertisers with some valuable insights in terms of campaign management and creative choice....
A new study from video-creation service Animoto shows that video is a potent force when it comes to sharing and building relationships on social media. The survey asked 1,031 U.S. consumers who had recorded a video in the past six months their thoughts on the medium. Most people (54 percent) created videos for the purpose of sharing on social media.
Interestingly, more people (52 percent) share videos via email than YouTube (50 percent), illustrating the potency of dark social. Facebook was the most-popular platform for video sharing, with 76 percent posting videos there. Thirty-four percent shared videos via SMS.
Similar to the displacement of point-and-shoot cameras, smartphones are used for the majority of video creation nowadays. Fifty-six percent of respondents reported using a smartphone to record video at least once a week, while 36 percent did so with a digital camera that had video capabilities.
However, consumers were almost unanimous in their desire for ease-of-use: 92 percent voted ease-of-use the most important feature of a video-creation tool. Other features consumers were looking for include:...
The Adweek/Shareablee Instagram Video weekly chart is back after a brief hiatus, as we've tweaked our approach and will now regularly call out only the top-of-the-heap winners.
The chart below features eight categories (auto, beauty, consumer electronics, retail, fashion, celebrity, sports leagues and TV show), which will appear every week....
YouTube has just passed Facebook and is bigger - Now the largest social media site in the U.S. Yes, that's right - the largest social media site.
I was among the first to show that YouTube was the third largest search engine in a presentation entitled, “Getting Found in All the Right Places,” at a SEMNE event on Nov. 7, 2007. And I may have been the first to observe that YouTube was about to pass Yahoo! in expanded searches in a story that was published in Search Engine Watch on July 20, 2008. So, I suspect that the second part of the line, “YouTube has grown to become … the second most-used platform for searching,” is old news.
If anyone wants an update, here’s the U.S. data from comScore qSearch for May 2014: Google had 12.5 billion explicit core searches, YouTube had 4.0 billion search queries, Microsoft had 3.5 billion searches, and Yahoo! had 1.8 billion....
Online video ads were supposed to be a marketer’s dream. Instead, many become lost in an unruly maze.
...According to the standard spiel, ads in this medium are alluring because they can be aimed at specific audiences. They can roll in front of content that people want to see. They exist in the digital space where coveted demographic groups are spending more time. It’s an enticing portrait, but one that glosses over an essential question: Is anybody watching? By many estimates, more than half of online video ads are not seen, either because they are buried low on web pages or run in tiny, easily ignored video players on those pages, or run simultaneously with other ads. Vindico, an ad management platform company, deemed 57 percent of two billion video ads surveyed over two months to be “unviewable.”...
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....
When I come across a really good video online (and I mean a really good video), I get excited. It’s like I’m having a beer with a friend and sharing an enlightening, inspiring, passionate conversation. It’s a night to remember. Great videos should give you that buzz… but without the beer.
Remember Schoolhouse Rock? Who the hell could make learning about adjectives fun? Well, Schoolhouse Rock did — and they did it with video. Videos have evolved since then and have taken the online community by storm. So if you incorporate video in your next site, what do you need to know?...
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In 2017, expect more video on social media, new formats (360 and live), automated and personalized video ads, and more! Time to get video or fall far behind.