6 Ways to Use Visual Content in 2016
To say that 2015 ushered in a landslide video movement would be an understatement. Consumers have hungrily attached to video content and show no signs of letting up. Yearly awards are surfacing to acknowledge and celebrate the strong use of video marketing. With 400 hours of video being uploaded to YouTube every minute and marketers around the globe responding in kind by expanding their platforms to incorporate video, it’s safe to say that it’s here to stay.
Diving into the deep end of anticipated digital marketing trends for 2016, some video marketing movements are made clear: TV funding for advertising is headed to digital video, where consumers are watching videos is becoming the hot question, live feeds are increasingly popular and the “play” button is the most compelling of CTAs (calls to action).
What marketers truly need is to not only capitalize on the success of video in user engagement, but also to learn the niche in which their content will thrive. Luckily, there are a number of technological developments and emerging production techniques that can set a rookie production apart from professional presentation.
Considering the statistics emerging surrounding m-commerce, spending for mobile video will skyrocket this year, with consumers projected to spend an average of about 3 hours per day on their mobile devices. According to Cisco, mobile data traffic will increase ten-fold between 2014 and 2019. This means that no matter what video you plan to dish out, make sure your content is responsive. Vertical video is becoming more acceptable because of certain apps, but the majority of users will prefer the traditional presentation and the ability to obtain high quality and a full screen.
With the advent of platforms like Periscope and Meerkat, live streaming will be a big deal in the coming year. Facebook released plans to roll out their own live streaming feed segment, giving users the ability to share their experiences with the masses and see how many viewers are tuning in and commenting. This development may hit social media in a big way, so keep your ear to the ground for updates.
Billions of dollars are being poured into video advertising each year. This comes at no surprise, considering that video has the highest click-through-rate (CTR) of any advertising medium. So, where to advertise? Be on the lookout for auto-play functions and for Google’s development of in-SERP advertising. However, in the mean time, try native advertising.
If you’re not familiar with native advertising, it seeks to advance the consumer experience by complementing the content and design of the platform it’s on. Grabbing native ad spots is widely desired for marketers targeting users of another platform. If your plan is to capitalize on prime placement in a popular application, remember that attention spans are short and simplicity is key – 45% of mobile videos viewed were less than 6 minutes long.
Some experts are calling the 360° video movement a revolution in photography. New technology is emerging around the concept of a full, mobile field of vision. Imagine holding up an iPad to watch a video, and as you move the tablet in any direction, the frame follows your movement. Pretty incredible, right? This technology has endless possibilities for application in the world of marketing: extensive virtual tours, live event feeds and so much more.
Again, remember to consider your audience. Does a guided virtual tour make sense? If so, you control the pace and focal points, but the user can look wherever they’d like. This kind of dynamic video should not be overlooked and could be the factor that takes your marketing to the next level.
User Generated Content & Collaboration
Stock photos are unoriginal and are becoming less relevant – they’re not resonating with younger generations. Millennials and the large majority of users are, however, responding well to user-generated visual content.
Brand enthusiasts or ambassadors are agreeing to market to companies’ pre-established (and loyal) audiences on their behalf. If you’re a large retailer selling to the younger generation, think about collaborating with YouTubers who know their viewers, and qualify your leads that much faster. Influencer marketing will be huge in 2016.
Virtual Reality Begins
Oculus Rift will be released this quarter – VR (virtual reality) is going to be huge. Technology is being released frequently to supplement this new digital trend, and billions of dollars in funding are waiting in the wings.
The type of video content you create will vary depending on your market and the stages of the buyer’s journey you choose to target. If you’re not sure where to begin with targeting, here’s a quick guide:
Top of the funnel – Start wide by addressing customer needs: tutorial/explanatory videos, product/service feature highlights, garner interest, increase reach.
Middle of the funnel – Narrow things down: client testimonials, product demos, video case studies, provider spotlights, etc.
Bottom of the funnel – Get personal: customized product demos, personal greetings and messages, personalized videos, appeal directly to your prospects.
Cater your content to your audience – if you represent a healthcare organization, for example, consider the sensitive nature of your content and the type of message your prospects will respond to. Will a video profile or interview of one of your doctors instill a sense of ease in viewers? Would a hospital video tour attract financial donors?
The trouble with video content is that thousands of eager marketers forsake their audience for the flashy bells and whistles of a 15-second promo. Your first step should be planning and considering whether or not video is the proper medium to deliver content to your leads. Take the time for pre-production and strategy. In the end, assuming video is the right choice for you, take it by the reins and ensure your end product is mobile-ready. Focus on reach and make sure you’ve got personalization down. Need help getting started? Let us know!