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Videos can quickly trigger emotions around your products and services. Emotions drive conversations, conversations drive buying decisions. Samsung's #voiceforever campaign rang in as the top branded video across Facebook, YouTube and Instagram in 2018, garnering 98 million views.
Is video’s dominance built on a big lie?
The scandal around Facebook's false video metrics hit us square in the face last year, so what is the future of social video marketing?
Let us look at some facts that makes video marketing not so attractive.
Video requires an intensive production process, widespread amplification strategy, and the time and commitment of talented creatives.
According to TubeMogul, half of all videos get less than 500 views. One notable example is a beautifully developed video about the Ritz-Carlton Lodge in Georgia, which has received only 480 impressions since December. Similarly, Abercombie & Kent has uploaded 34 videos on its YouTube site in the last 12 months, with an average of 300 impressions.
So why would you actually invest your dollars in a video?
Here’s the why (and how) :
Google : Placing a YouTube video on your landing page can increase by up to 50% the chance of your website being on the first page of Google for a specific search. According to statistics, the number of video searches that include “How to” keyword has grown by 70 percent in a single year.
User-driven content : Poorly designed videos with great content outperform videos. User-generated content is a great way of interacting with your customers. One of the most well-known examples is GoPro Hero Action Camcorders. GoPro allow customers to post videos they recorded to YouTube which the company then uses to market their product.
Influencers : All the people are different, however, there is one common denominator for all influencers – they love to be in the center of attention. Use their ego in order to promote your video simply by mentioning an influencer or discussing their ideas.
Email : In fact, according to Optionmonster, Email Marketing is overwhelmingly preferred to social media when it comes to opt-in, permission-based content. In fact, just using the word “video” in your email subject line can increase your click rates by up to 300% according to HubSpot.
Social :
The inclusion of Video Marketing in Instagram Stories is one of the bigger innovations in the Video Marketing space. When Netflix began as a mail-order video service, now, several years later, Netflix is a powerhouse of video content; and not just other people’s content either.
As of May 2018, Twitch(Amazon’s live streaming video platform)reported having 2.2 million broadcasters and 15 millions daily active users, so there is huge potential for such platforms to blow up even more in the next couple of years.
In a not too distant future user-based internet video content will surely surpass traditional advertising content.