Visual content and video marketing strategy
Video Content Marketing
Video marketing and visual content is still a growing trend in social media
As a creative driven agency, we are pleased to see more emphasis on visual content and video marketing as opposed to text driven content. More and more video content being consumed every month. Now a days anyone with a mobile device can live stream video and/or create micro-video clips (10-20 secs). 2019 has seen the introduction of more online video making tools such as VideoBoost and Magisto Video apps.
If a picture says a thousand words then a moving picture says it all and more. Short video clips represent the future and continue to out perform the most professional still or static imagery. According to experts by the end of 2020 over 80% of what we view online will be video content. This includes animation and anything that has motion graphics with play time of more than 5 secs.
During 2019 most of the top online SM publishing tools like Hootsuite and Buffer have upped their game and improved their video up-loaders.
Viewers are 95% more likely to remember a call to action after watching a video, compared to 10 percent when reading it in text format. “Forbes, 2017”
The rise of video content can be seen everywhere especially video or micro bloggers who get huge audience followings to their channels. As youtube continues to grow in popularity so does the number of youtubers starting or build their channels. Marketers should not shire away from this platform and although generating video content is more time consuming than still imagery, it pays off. Engagement levels outweigh the extra efforts generate video content.
Influencers and Micro-bloggers
To maintain relevance and awareness marketers should also consider building their brands with the help of influencer endorsement. With the rise of influencers over the last few years, there is now an influencer to suit every brand profile and every marketing budget. This growing breed of micro-bloggers use video as their main medium and it’s why marketers need to have a Influencer strategy as part of their marketing mix.
88% of video marketers are satisfied with the ROI of their video marketing efforts on social media.
Live Streaming Marketers can also follow the trend of live streaming their content when the opportunity arises. The lead up period to a live stream can be promoted. In much the same way as live sports are marketed before the actual event. Once a live stream is over the footage can be edited and polished then uploaded to SM in order to maximise the time and effort spent filming.
Embracing Visual content marketing
Marketers need to imagine more visual communications each time an opportunity arises. Take for example if you have a newsletter; embed a video clip. If you publish a blog article; embed a video. Out of 6 posts the 7th should be a micro-clip. Content needs diversity to maintain interest levels and engagement.
With the online video makers, you don’t need to be an expert to create a 10-20 sec micro-clip. In fact you don’t need any technical skills, as these Video Maker Apps make it so easy to create short clips. We can all stay ahead of the curve by realising the merits of visual/video content.
54% of consumers want to see more video content. (HubSpot, 2019)
As mentioned live video has gained in popularity, moving beyond youtube to other networks. It has been over 3 years since Facebook introduced live streaming. Both Facebook and Instagram now make it easy to do live feeds.
34% of marketers have used Facebook Live. Of those who used it, 81% found it to be an effective strategy. 37% plan to use Facebook Live in 2018
This presents more opportunities for marketers to engage their audiences before, during and after live stream. We recommend if there’s an event in your business sector then ‘live video’ is how you should cover it. Maximise the opportunity and use the event to build-up, anticipation. Before during and after is a great engagement opportunity for marketers. During the ‘live stream’ users can interact and be part of the commentary. This helps real time engagement, which will enforce the relationship with the brand or presenter.
Live participation at events demonstrates commitment to the audience. It says we are here on your behalf ‘reporting live’ to make your experience more real. This builds trust and loyalty which is noted in the comments made during the broadcast. The rough and ready nature of live ‘unedited footage’ adds to the raw appeal of live broadcasting.
Followers understand the nature of shooting live footage can be subjected to technical glitches and unexpected events.
The average user spends 88% more time on a website with video. “Forbes, 2018“
This is especially relevant to e-commerce sites when conversion on a purchase was almost achieved but for some reason failed. Known as ‘cart abandonment’ there is software that uses the visitors email ID the instant they type it in at checkout and immediately despatch email incentive campaigns to get them to return to and complete the purchase.
For marketers looking to plan their marketing agenda for the next 6 months, they must think more seriously of increasing resources towards:
1# A video strategy that includes live streaming when the opportunity arises. Which is why more social networks are improving the features and easy of accessibility for posting video and live video.
2# Develop your influencer strategy. Micro-bloggers, and influencers are here to stay, and they use video all the time. It presents another channel to market your brand through. With so many influencers out there and easy access via filtered databases, you can be sure to find compatible personality to match your brand profile and marketing budget.
Our prediction for 2020 is the same as it was the last 2 years. More and more video content. With the rise of online video makers, this is going to fuel the rate of video content. Today you don’t have to employ an expert videographer, when a SM manager can create their own material using faster and simpler video making tools.