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Media

The Evolution Of Video Marketing And How It’s Going To Affect Your Business

Photo of old camera

The digital landscape is constantly producing new opportunities to reach and engage with audiences and consumers, and video is the fastest growing medium within this. Video has turned into one of the most effective marketing tools for businesses, with 52% of marketing professionals stating that it produces the best ROI (syndacast).

 

Header Graphic for the first official ad

Today, we see video everywhere. It is constantly impacting our lives as consumers, although it didn’t start out that way. Marketers have been advertising with video for almost 70 years, with the first ever commercial actually being traced back to a baseball game billboard in New York in 1941 for a brand called Bulova.

 

 

Header graphic for the rise of video marketing

After this, video marketing began to grow. The tactics grew and so did budgets. With the launch of MTV in 1981, it popularized and mainstreamed big budget music videos. This gave way to a new form of video marketing, using expression, music, experimental camera techniques and more. MTV opened the door to marketers using more creativity in their advertisements, showing that creativity and marketing can work hand in hand.

After this we saw ads take a turn; more creativity, individuality, and expression was put into advertisements. One of the most popular commercials in history happened at this time, Apple’s 1984 Super Bowl commercial. This ad not only revolutionized the use of commercials in the Super Bowl but also ad creation in general. Apple made their commercial into an art form with clever cinematography and a powerful message.

 

 

 

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As technology advanced so did video; near the end of the 1990’s video was evolving for the digital age (the internet). Brands began adapting to the digital landscape hoping to grow their brand with the increase in internet users. With the launch of YouTube in 2005 brands had a whole other platform to grow their video marketing initiatives on. Brands like Nike took advantage of this by being the first ever brand to reach one million views on a YouTube video.

There has been plenty of innovation within the video marketing sphere and it isn’t slowing down. We’ve stretched from roughly a $9 budget with Bulova (Mashable) to the most expensive Chanel ad, costing the fashion house $42 million.

 

 

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With the continuing shift of marketing from traditional forms to digital, many brands are choosing to spend less on each individual piece of content. Instead of spending millions of dollars on a single TV commercial or ad buy, they are creating multiple digital assets and publishing them across various platforms.

Now that brands are creating multiple videos instead of one large hero spot, they have the flexibility to use them along different points of the customer journey. While video was traditionally used only for brand awareness, we are now seeing marketers creating videos specifically for stages further down the funnel, all the way to conversion and even post-sale.

And with the advanced analytics and targeting that marketers now have at their disposal, we are able to create videos that are even more specific – even down to the customer persona.

We created a campaign with our clients Deltek, that provides an overview video and then breaks down into specific videos for each of their customer personas.

 

 

Header graphic for path to personalization

But where is video going? With how fast technology is innovating it’s difficult to predict what’s going to happen in the next 5 years, even the next 2 years. One thing we can say is that the rise of personalized video will be a large component of video marketing. Personalization has the ability to empower your customers as well as catching new leads. The average retention rate for personalized videos is 35% higher than for non-personalized video (vidyard). In a saturated market it’s easy to get lost among other brands but if you have the ability to personalize your content to each user, it’s much more simple to capture your audience.

Want to know more about video marketing and how to get started? Check out these articles!

  1. 12 Game-Changing Stats on the Power of Personalization 
  2. 5 Video Marketing Trends That Will Revolutionize Your Content Strategy
  3. How To Personalize Your Video Content

 

5 Video Marketing Trends That Will Revolutionize Your Content Strategy

Marketing is never static – it is in a constant state of evolution. For marketers this means keeping up to date with the latest trends and tools. The latest mega trend? Video. Within the last couple of years, video has become a part of our everyday lives. It seems as though everywhere we look there is a new on demand video streaming service that provides high-quality, flexible, and secure video streaming across all device platforms. We have put together some top video marketing trends to ensure that your brand is staying up to date with this constantly growing medium.

1. Live Video Streaming

What is the appeal of live video streaming? Simple. It’s an in-the-moment experience that establishes an instant connection. Leaving no opportunity for inauthenticity, live video is raw, unedited content. This rare viewing opportunity has contributed to Facebook and Instagram’s mass success with their live video features. Facebook reports that its users watch live videos 3X longer than non-live videos. Video is not only live streamed, but so are the comments; allowing for immediate feedback.

This easy and stripped down opportunity leaves room for brands to get creative. For some inspiration for your company’s next live video team consider: behind the scenes footage, sharing exclusive content, offering limited time deals, or showcasing a time sensitive event.

2. Explainer Videos

What is the appeal of the explainer video? It saves the consumer time and effort. Presented in concise and easily-digestible way, explainer videos break down information about your company, product, or service; offering the perfect solution for someone who wants learn about you in minutes. Generally, a top-of-funnel solution, explainer videos invite people to learn about your company with the promise of easy understanding. This is not only prominent with B2C companies, but also B2B companies with 59% of company decision makers rather watching video than reading articles and blog posts.

3. Co-Creation

What is the appeal of brand’s co-creating? It treats your customer not as a consumer, but as collaborator. Rising in popularity, co-creation joins the organization’s efforts with its customer to develop products, services, and even campaigns. With the prominence of video, access to smartphone cameras, and today’s technologically advances consumer, video allows endless opportunity for campaign co-creation. A great example is EYeka and Coca-cola’s campaign, “Energizing Refreshment.” Artists were invited to create videos, animations, illustrations, and photographic coke ads that were showcased worldwide.

 

This not only significantly reduces risks, but bridges the gap between your organization and their consumer.

4. Square Video

What is the appeal of optimizing video for vertical viewing? It increases video engagement on mobile platforms. allows for easy viewing, and more video space on social media. Users spend on average 69% of their media time on smartphones, and this number is only growing. Today, ease of mobile viewing has become mandatory, and video optimized for vertical viewing is the most ideal amongst mobile users.

What is the appeal of optimizing video for vertical viewing? It increases video engagement on mobile platforms. allows for easy viewing, and more video space on social media. Users spend on average 69% of their media time on smartphones, and this number is only growing. Today, ease of mobile viewing has become mandatory, and video optimized for vertical viewing is the most ideal amongst mobile users.

5. Personalized Video

What is the appeal of personalized video? It is a new-to-the-world technology that creates a personal experience through video. Personalization revolutionizes the traditional one-size-fits-all strategy and produces customized video targeted towards the individual viewer. How? By integrating the viewers personal information, like name, email, and company, within the video itself. The best part is that personalization software’s can complete this on a mass scale, and in real time. To see how this technology works, click here, to generate your own personalized video. By producing high engagement rates, this trend solves the problem of a saturated online environment. Personalized marketing has always been a method of connecting brands with their customers, which makes it no surprise that personalized video is an effective lead generation tool

With the creative freedom that video allows, the latest content marketing trends are both effective, and out of the box. Video can play a pivotal role in your customer journey, and it’s up to marketers to use video to its fullest potential. Trends will come and go, but as time goes on video continues to be a tool for connecting brands with their customers.

Want to learn more about content strategy? Check out these articles!

  1. All-in-One Guide to Developing Your Content Marketing Strategy

  2. 6 Common Myths/Mistakes When Creating Content

  3. How Content Experience Impacts Your Content’s Performance

 

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12 Game Changing Stats on The Power of Personalized Video

 

Personalized video is gaining traction fast, and is in a constant state of evolution. Never before has there been the capability to personalize content on a mass scale, and in real time. Personalized video is a treasure trove of unlocked potential, and only until recently are businesses taking advantage of this up-and-coming technology.

Why is personalized video a critical part of your brand’s marketing strategy? We have compiled a number of statistics to answer this question.

Relevancy Always Wins  

  1. Lack of content relevancy generates 83% lower response rates in the average marketing campaign. (Constellation Research)
  2. Seventy-nine percent of organizations that exceeded revenue goals have a documented personalization strategy. – (Monetate)
  3. Seventy-five percent of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, OR knows their purchase history (Accenture)

Video is the current mega-trend, and is an integral part of a business’s content marketing strategy today. However, why stop at just video? Personalized video creates an experience that is relevant to the consumer’s situation and preferences. With the ability to embed the viewers name, images and much more, it effectively drives meaningful connections between the consumer and your brand.

 

Personalization & Real-Time Marketing

  1. Sixty percent of marketers note that they struggle to personalize content in real time, but 77%believe real-time personalization is crucial. (CMO)
  2. Thirty-seven percent of marketers have not integrated real-time marketing technologies with their sales and marketing units. (CMO)
  3. E-mail rates the highest among channels for real-time personalization marketing, with 80%of marketers finding it very important, and 97%finding it moderate to highly important. (Print in the Mix)

Some personalization softwares can customize a viewer experience in real time.  What does this mean? All you need is a form fill with all relevant information needed for the video. (For example, name, company, email) Once the form is submitted, a personalized video is emailed to the recipient. Try it out yourself here! As a result, this inbound lead generation method can help strengthen your company’s customer profiles.

 

The Inevitable Future of Personalization

  1. Hanley-Wood Business Media found that 78% of CMOs believed “custom content” is the future. (Clickz)
  2. By 2020, 51% of consumers expect that companies will anticipate their needs and make relevant suggestions before they make contact. (Salesforce)
  3. When asked to prioritize one capability that will be most important to marketing in the future, one-third of marketers answered: “personalization.” (Adage)

Personalized marketing is nothing new.  It has been a highly appraised marketing effort only halted by one significant barrier: a lack of data. With the abundant access to information, and the interconnectivity that the online world allows, this is no longer an issue. As a result, technologies today are sprouting up to take advantage of this need gap. At the same time, this interconnectivity and access to information has created a demand for personalized experiences.  Personalized video not only enables technologies to help you retrieve data, but it generates customized content that will specifically appeal to your viewers on a mass scale.

 

Cutting through the Clutter.

  1. The average person interacts with 121 emails per day (Vidyard)
  2. Marketers see an average increase of 20% in sales when using a personalized web experience (Triblio)
  3. The average retention rate for personalized videos is 35% higher than for non-personalized videos – Vidyard

Our current online environment is saturated with content from competing businesses. With the everyday struggle of avoiding information overload, it is challenging for businesses to cut through the clutter. All it takes is for you to do something new, but how can you do something new with the accessibility of information nowadays. Well, personalized video gives you that opportunity. It includes new and up-and-coming technology that has not reached the mainstream media environment… yet.  

 

There is one thing that personalized marketing and video marketing have in common, and it is their prevalence in our current online marketing environment. The fusion of these two through personalized video creates a lead generation tool that connects consumers with your brand in a meaningful way.

 

Want to learn more about personalized video? Check out these articles!

  1. 12 Game Changing Stats on The Power of Personalized Video
  2. How To Personalize Your Video Content

  3. Three Ways to Use Video To Improve Brand Personality

 

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Three Ways to Use Video To Improve Brand Personality

Your brand is your company’s single most valuable asset. Developing a brand personality is critical for businesses to differentiate their brand from competitors. A dynamic brand consists of a dynamic brand personality, and this can be achieved through a carefully crafted content strategy. Which brings us to the question: how can brand personality be portrayed in a way that will drive engagement and results? Video.

Video is the perfect way to express your brand’s personality because there are few barriers in the way of you conveying your message. With its ability to incorporate imagery, music, and planning, video is the perfect tool to connect with like-minded consumers. But how do you make the connections? Here are three types of video that will help you boost brand personality.

Animated Explainer Videos

Explainer videos are short, animated videos that talk about a company’s service or product through character animation or motion graphics. With visually pleasing animations and a strong message, they have a high engagement rate amongst audiences. Since animation allows you full creative control, it makes inputting key brand characteristics very achievable. You are also able to drive your brand personality in subtle ways. Elements of an effective animated explainer video should be carefully chosen to represent your brand, and with this creative freedom you can do this effectively through simple things like brand colours, font-type, and imagery.  Your target audience should inspire the way your video flows and the language that you use. You can even create a buyer persona, and integrate a fictional character who represents the persona in the video. This creates a relatable aspect to the video, and spurs trust within your brand. And this is the goal; creating a video that will have your audience resonate with your brand.


 

Culture Videos

A culture video showcases a behind-the-scenes view of your company’s work culture. Work culture videos are light-hearted and are meant to not only inspire, but to also excite.  Think outside your product, and tell the story of your company. In turn, you will create a well-rounded brand personality that incites transparency and trust. Brand personality is dynamic and consists of brand characteristics, qualities, and most importantly values. If these are represented through your culture video, it tells the audience that your brand goes deeper than surface level. Showcasing the inner workings of your company shatters the wall between your company and the services that you offer. This is important because people want to know the human beings behind the sell. This makes your brand more than a selling proposition, and makes you a trustworthy entity.


 

Personalized Video

Personalized videos are used primarily in direct email campaigns. What makes them so valuable is that they embed key information about the email recipient into the videos. This information can include, but is not limited to, the recipient’s name, email, photo and company name. In an ever-growing, data-filled environment, it has been become easier to create personalized content for your consumer. However, this effort falls flat when it is not attached to a meaningful story. Personalized video allows you to tell a story and represent key traits about your brand, all while directly incorporating the viewer. This is integral to your brand personality because it fulfills the end goal: for your brand to be a distinctive entity in the consumers mind. What’s more memorable than watching a video whose main character is YOU? With extremely high engagement rates, it is very easy for personalized video to help support brand personality in the consumers mind.  

Video is an effective way to represent brand personality. It is a visual and engaging method for driving company messages, and is easy to distribute amongst all platforms. An established brand personality is not achieved immediately, and should be prevalent in all media revolving around your brand. So, using more than one of these videos for your brand can lead to a robust and prominent brand personality. Animated explainer videos effectively talk about your brand in an aesthetically interesting way. Culture videos humanize your brand and explore core company values. Personalized videos are a way to integrate your viewer into your brand message. These videos all have different objectives, but also all work towards the common goal of deepening consumer brand perceptions.


 

Want to learn more about the power of video? Check out the articles below!

  1. 10 Reasons To Invest In Video In 2018

  2. 5 Video Marketing Trends That Will Revolutionize Your Content Strategy

  3. Video Marketing Stats That Every Business Should Know (Infographic)

 

 

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