Customer engagement is key in marketing
As a producer of fascinating films and VR experiences, I like to share a few tips and tricks on the evolution of video marketing. As isn’t likely to slow down in 2019. We can expect to see more captivating content than ever with the current rate of creativity and technological innovation. Marketers are putting more time and effort into their video content from live streaming to virtual reality.
See first our latest production, for Mr Miles.
Consumers can experience both the real world and fantastic otherworldly experiences that brands are creating like never before. The way users consume content and the way businesses produce them is likely to change considerably in the coming year. Here’s what we can expect to see in 2019.
1. Creating a video strategy will be a priority for brands
Most marketers agree that video content gets the best ROI. However, creating content blindly without an effective strategy may not deliver the expected returns. As popular as video marketing has become, many content creators don’t have a proper plan in place. But creating random videos without thinking about your strategy is futile.
However, during the remainder of 2018 we can expect this to change. Many businesses have discovered that video content gets the best results and returns only when it is backed by a well-planned strategy.
2. Live video streaming
Live streaming is becoming more accessible to every type of marketer with tools like Facebook Live, Wirecast and OBS Studio. For beginners, there are streaming apps like Zoom and BeLive. Live videos are an excellent platform to showcase events, behind-the-scenes, Q&A’s and interviews.
Expressing a more human side of a brand is a great way to connect with customers. Live videos are expected to get more interactive and intense in 2018. They will become immersive video experiences, where viewers can control the content and express their views by clicking on icons.
3. Video quality is taking precedence over quantity
As the video landscape becomes more competitive, the quality of videos that marketers put out will need to become more of a priority. People have short attention spans and are likely to click out of the video if it doesn’t capture their interest. Nobody wants to watch low-quality videos, and they will be unable to get the results that businesses are looking for.
As competition becomes stiffer, marketers will need to invest more time and effort into creating quality content. High quality, engaging videos, stand out from the rest, get better engagement and better results than other types of digital content.
4. Personalized video is used by sales and PR professionals
Customized videos are being used in the sales and PR fields as a way to build connections with potential prospects. Videos also stand out in people’s inboxes. The concept of video marketing is really simple. Customer service reps or sales people can record short videos with details of a products or service that they are offering and urge customers to take action. They can also introduce themselves as the point of contact for any follow-up questions the prospers may have. These “video voicemails” are becoming an effective way to build deeper personal connections with a business or brand and stand out among the clutter.
5. 360-degree videos are gaining popularity
More and more businesses started using 360 videos in 2017, and the numbers are likely to increase in 2018. These videos are considered to be another form of immersive content since, with 360-degree video, the viewer can decide on their perspective when viewing. These can be viewed simply on the screen of a computer or smartphone or with a VR headset for a more immersive experience. 360 video technology is likely to alter the way customers experience online shopping. Marketers are finding new and creative ways to harness this potential for their brands.
6. Higher proportions of ad budgets is allotted to video
It is estimated that the amounts spent on online ads will soon surpass TV ad spending. And most marketers have plans to increase their budgets for video ads in the coming year. Initially, video ads were dismissed as just a trend, but now most businesses have realized that they need to budget their money towards forms of media where people are actually spending their time. Many viewers are tuning in online to watch their favorite shows and big events rather than watching them on TV.
7. Engagement is key
Engagement is not just a buzzword, but one of the most important factors to consider when creating video content. Videos that can hold your audience’s attention are likely to rise to the top. Engaging videos will keep them interested and get them to continue the conversation. They may even take the next step and make a purchase.
One way to create engagement is through a call for action. For instance, you could ask viewers to share the video with a friend, leave a comment in the comments section or subscribe to your feed.
8. Videos are designed to be effective without sound
An interesting video marketing statistic is that 85% of the videos on Facebook are actually played without sound. This offers a unique challenge to video marketers. Those who are savvy have tapped into this and are designing more and more content that can be viewed without sound. Since many of these videos are auto-played, content creators will need to create their videos accordingly.
The use of on-screen graphics and captions to grab attention is becoming more common. This way viewers can enjoy these videos silently, whether it’s in the doctor’s office or on the subway.
9. Consumers expect video content
Creating video content has become a necessity rather than a luxury. Today customers are likely to lose interest in your brand if you don’t engage them with videos about your products and services along with other interest content. There is an expectation for videos to be a part of the purchase experience.
Apart from simply enhancing consumer experiences, videos can also help your brand start apart from the competition. With the intense competition that most brands face today, marketers need to do what they can to attract the attention of customers.
10. Video as a storytelling device
Combining storytelling with video is a great way to develop a video marketing campaign. This is a great way to get your message across to your customers. People respond extremely well to videos and nothing can generate as much excitement while creating awareness.
So, put together a campaign that expresses your brand’s story through video. If this is executed well, your video could even go viral, creating a lot of publicity for your brand. Weaving a story through video marketing is a great way to tell the world about your business.
Today, visual and storytelling content is an important aspect of customers’ lives. In order to capture people’s attention, it needs to evolve continuously and become more engaging. Dutch Picture Industry is proud to help clients in making the video strategy and transform their excel forms, books full with words into captivating films. With a clear pay off to get their message to the potential client.
If you are interested to know what we can do for you, don’t hesitate to get in touch. www.dutchpictureindustry.com and www.vr-explorers.com
More tips (only in Dutch) can be downloaded here.
More video’s are on our youtube channel.
Wij dromen van prachtige verhalen, die het bloed sneller laat stromen en je hart sneller laat kloppen. Voor diverse omroepen en merken hebben we pakkende gesponsorde content mogen maken. Maar er is veel saaie, en lelijke content die we dagelijks op ons als consumenten afgevuurd krijgen. Content waar niks inspirerends aan is. Die ons enkel als klant benaderen.
Onze focus blijft bij branded content waar een verhaal in zit. Waar passie van mensen uit naar voren komt. Kortom dat is in het kort onze haat-liefde verhouding tot marketing en sales. Video marketing kan heel effectief en inspirerend zijn, als men een paar key points in gedachte houdt bij het vorm geven van de video en campagne. Om onze inzichten op dit punt te delen dachten we eens een blog hier aan te wijden.
Want wat zijn nu de element die ervoor zorgen dat een video, geliked en bekeken word en andere niet? Wordt hij dan ook wel bekeken door de juiste doelgroep? Dit alles heeft te maken met een duidelijke visie op wat je met de video wilt bereiken. Als bedrijf stop je niet voor de leuk dat geld in het maken van die mooie bewegende plaatjes. Nee, je wilt een effect bereiken. In marketing termen worden dat KPI’s genoemd. Key Performance Indicators. Door deze zo duidelijk en concreet mogelijk te formuleren kan er achter af ook beter getoestsd worden of de doelen zijn behaald. De KPI staan in directe relatie tot het doel wat je wilt bereiken.
Naast het definiëren van je doelen is het ook van belang dat je je verdiept in waar je doelgroep. Waar heeft deze behoefte aan? Anders wordt jou prachtige film, toch als storende informatie ervaren omdat deze niet relevant is. Zorg dus dat je de juiste informatie aan jouw doelgroep geeft. Daar gaan heel wat uurtjes in zitten, in het afbakenen van die doelgroep. Want het liefst wil iedereen altijd iedereen bereiken. Maar ik heb nu eenmaal andere wensen dan mijn buurvrouw twee huizen verderop die 30 jaar ouder is en mijn buurman die boven mij woont, die net is gaan studeren. Denk daarbij dus altijd: One size doesn’t fit all. We zijn allemaal uniek en hebben onze eigen wensen. Zo willen we ook benaderd worden, al lijkt het maar zo.
Mocht je meer willen weten download dan nu de white paper: Kracht van video. Veel succes met de komende campagnes.