Online video is everywhere, and its rise has been truly noticed over the last few years. But in case you’ve missed it, let’s check out some of the highlights in the video world from last year. In 2015, Facebook announced that videos were generating around 8 billion daily views on the platform. On YouTube, people are uploading 500 hours of video every single minute. And Snapchat the messaging app, marked 6 billion daily video views. These stats are impressive, and they are great news for businesses. By using videos, companies can move past text ads (which by the way are being constantly ignored on the web) to something more entertaining and direct. In this article, we’re going to see how effective online video marketing truly is, trends to keep an eye on in 2016, and tips for running successful video campaigns. So let’s get started!
Is Online Video Marketing Effective Enough?
Video is fun. Video is engaging, people just love watching videos. But what’s important for marketers and businesses, is that video converts better than any other digital advertising format. Research shows that customers who are watching video ads instead of standard text banners and images are 27 times more likely to click through and engage in action. Another study, conducted by WISTIA tells us that people who watch product videos instead of reading text descriptions of products are 15-20% more likely to make a purchase.
What we can conclude from these studies, is that videos are engaging in their nature. And, you can pass significantly more information through video. How more, you may ask? I’m sure you’ve heard the phrase “One picture is worth a thousand words”. Well, Dr. James McQuivey did the math, and it turned out that 1-minute video is worth 1.8 million words!
But we can look at videos from a whole different aspect. Customer’s behavior is always changing. And how you respond to these changes is directly related to how successful your campaigns are. Take people’s attention span as an example. Now days, people have shorter attention span than a goldfish. You have exactly 8 seconds to catch their attention, or they will lose interest. It goes without saying that videos are your best chance to show who you are, and what you offer in that short time interval.
So is video marketing effective? Yes, it is highly effective – if you do it right! But the “if you do it right” part can be pretty challenging. My point, is that you can use videos to establish better communication with your customers, boost engagement and show more value.
Online Video Marketing Trends for 2016 and Beyond
Now that we covered how effective online video marketing is, let’s talk about what will be trending in 2016 and beyond. From what we’ve already discussed, it’s safe to say that more and more companies will start to use the online video as their primary marketing tool. Here are some interesting statistics that prove online video will only grow in the future:
- This year, around 50% of the entire video traffic will be served through mobile devices. This figure is nearly doubled from 2015, when 27% of consumers were watching online videos from mobile devices.
- Cisco’s white paper forecasted that by 2019, online video will account for 80% of the entire consumer internet traffic.
- eMarketer research shows that the global advertising market will exceed more than $100 billion spent on video ads in 2016.
- HubSpot said that around 85% of people in the US are regularly watching online videos.
- 96% of B2B companies that participated in a study were using online video as part of their marketing activities.
- Google has been testing video ads for Google Ads in the search for quite some time now. 2016 might be the year when they fully incorporate video ads as part of the search.
5 Tips for Successful Video Campaigns
Even if you haven’t used video content as part of your marketing, I’m sure that you have already considered it. But as I stated in the upper paragraphs, creating good videos and running successful campaigns required a lot of effort. Many companies are struggling to reach the desired outreach and results. Let’s take a closer look at are some useful tips that will help you to create videos that perform well.
Set Budget and Goals for Your Video Project
It’s important to sit down and decide how much you’re prepared to spend for the video production process. Once you decide on a budget, create a set of realistic goals. You can compare these goals with the actual results once the campaign is finished.
Tell a story in your video
Storytelling is becoming a very important technique in the video world for one main reason: customers love it! They connect with these stories and generally, videos that are based around a story seem more appealing and valuable in the viewer’s eye. So this is something worth considering.
Keep the video content short and interesting
One of the most important things is to keep your video short. How short? It depends on what you’re trying to achieve, but the ideal length would be under 1 minute. Also, make it interesting and catchy – especially in the first 10-15 seconds. Remember what I said about the consumer’s short attention span.
Add Call to Action at the End
Use the closing moments of the video to add a call to action text (like signing up to your email newsletter for example – combine video with email marketing, it’s very powerful). You can add a link to the product, company info, contact fields, etc. What’s important, is to fully use the space in the video. Remember: every second matters!
Optimize the Video for SEO
It’s always good to optimize your videos. Make sure to find a focus keyword you want to rank for, and use it in the title and in the description of the video. If applicable, make sure to insert relevant tags, and provide additional links in the description box.
Image Credit: Joe (via Flickr)