Now that the new year is here, it’s time to start thinking about the highs and lows of past campaigns. Most likely your marketing campaign includes a video element, so you want to analyze if it was a success or could have been improved.
Even if your campaign was a wild success, there is always room for improvement. With the new video trends on the horizon, it’s time to start thinking about how you will kick start your video marketing campaign to meet consumer demands in 2016. You already know video is growing...fast, but video is changing and consumers want different types of experiences from video. Here are three ways to refresh and kick off your video marketing campaign in 2016.
#1 Consider Making your Videos Interactive
As technology changes, brands struggle to find ways to connect with followers, who no longer want to consume information in a traditional way. Video overtook reading text, but watching a video still remains a passive way to learn. Brands that want to engage more with consumers, should look towards interactive video in 2016. Interactive video allows the participant to change the narrative and impact the outcome; they take an active part in the video, rather than a passive role. Interactive videos allow the viewer to be as engaged as they choose. Interactive videos can seem daunting for a company on a tight budget, but that doesn’t mean it can’t be done. The video can have a simply storyline with limited choices to begin.
The con of interactive videos is that the interactivity function does not work on iPhones yet -- but I believe that will change in 2016 as the demand grows. What counters this con is the analytics that come with interactive video, as brands can see exactly how a certain person behaved while watching. Another feature that interactive videos allow is multiple targeting. What I mean by this is that if you have two target segments, you can essentially show them the same video, as each one can choose where to take the video based on their preferences. This eliminates the need to create multiple videos for multiple target groups. I see the interactive video technology improving and expanding in 2016, and brands that keep abreast of this technology benefiting by gaining more loyal followers.
Still one of the best examples of interactive video is the following from Tippex, which at time of writing, has generated an incredible 22.2 million YouTube views (1 million of which were generated within the first 36 hours of uploading). Tippex reported that sales in Europe increased by 30% on the back of this video campaign. Warning: NSFW language.
#2 Seriously Invest in Social Video
In the last year alone, number of video posts per person has increased 75% globally and 94% in the U.S. For brands this should be no different. If over 50% of the people who sign on Facebook every day watch at least one video, then why shouldn’t it be your brand’s video? The numbers are there; people watch videos a lot via social networks.
The reason brands need to focus on social video for their video marketing campaigns is the buying power behind it. Just like interactive video, social video offers much more engagement for the consumer. And this engagement pushes them down the sales funnel closer to the buying level. IDG reports people are 44% more likely to buy the product after seeing this type of video. Video pushes them past the lead or education level to the analysis level of the sales funnel - they can easily see the pros and cons of your video and assess whether or not they would like to purchase. They don’t need to take time and ask for more information when they have your video right on their newsfeed.
Even if you’re not focused on the sale, social videos offer much better analytics for brands to understand their target market. Companies can view clicks, how many people completed the call to action, demographic information, and location in order to find out where customers are and how to target them. Different social networks changed how videos are shown, played, and loaded onto their site, so brands should pay attention to what shifts these networks make in 2016. Brands not making social videos will end up losing out to their competitors, who are engaging with the target market through this medium.
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