Is it just us or was 2016 the year when online video went completely bonkers? One billion hours of YouTube video watched every day made YouTube the second largest search engine on the planet. Mark Zuckerberg and Facebook went “all in” on video and the most popular mobile apps were all about creating and sharing video.
Life is Lived in Moments.
This means that if you’re in marketing and your company isn’t already using video content as a means of connecting with your audience, get ready to start filming.
This is the year of video content, but it doesn’t stop there. Digital video is projected to keep growing every year until 2019, which is mainly because video content keeps getting easier and cheaper to produce. Nowadays, you don’t need a fancy camera with a full lighting and sound crew to make a professional looking video, you can capture complete video content from your Phone. Videos that used to require tens of thousands of dollars in hardware and software can now be shot, edited and published from the smartphone in your pocket. So, there’s really no excuse not to be using video marketing.
Lights. Camera. Action. Cost is no longer a significant barrier to a successful video marketing strategy.
Why You Should Be Using Digital Video
Digital Video provides direct brand interaction. It isn’t just about putting a message out there; it’s about creating a marketable experience between brand and user. It’s about connection, it’s about giving people a visual of how a company or a company’s product relates to them.
Additionally, videos engage even the laziest of consumers. It’s a great tool for learning but it’s also super easy to take in. People may not have time to read long descriptions or dig deep into services, but they love to see products or services in action.
While there are no shortcuts in the customer insight and creative process needed for great storytelling, technology has certainly made shooting and editing video more accessible and affordable.
So what does that mean for modern B2B marketers?
With new technology reducing costs and complexity — and video content playing an increasingly crucial role in the success of B2B marketing — perhaps it is no longer a question of “can we afford to do this?,” it’s now a question of “can we afford not to do this?”
Video marketing — measuring what matters most
During his presentation Using Video Analytics & Content Personalization to Produce Big Returns on Video, Michael Ballard, Sr. Manager of Digital Marketing at Lenovo (@mballard5574), poses a fundamentally important question: “How do we pay our bills in Marketing?” And to an ever increasing degree for video marketing, paying those bills comes down to measuring what matters most. So, what are the three most important things to measure with video?
- Video analytics (e.g., view time, views per channel, geography and demographics to optimize your content and distribution channels)
- Audience insights, by individual viewer, to understand who’s watching what and how engaged they are
- Business impact, to assess the contribution your video content is making to leads, opportunities and revenue
With an effective measurement strategy in place, you and your team will not only be able to fine-tune your content and audience targeting, but will begin to see a substantial lift in engagement from video within your campaigns.
Get the Camera Rolling
Video marketing has grown exponentially in 2017 and that’s only going to continue to grow during 2018. It is the most versatile and profitable marketing tool and it’s easily accessible to everyone. So, what are you waiting for? Grab your camera and show the world what your company is made of.
If you’re looking to strengthen your brand in 2017, Magnumdigitalke can help. Reach out to us at: firstname.lastname@example.org