26 Jun, 2015 The Year for Video Marketing 26 June 2015 Oliver Walker Social & Content Marketing I read once that a man who reads lives a thousand lives before he dies, and he who doesn’t only lives one. Words are the portal into another world, the key to imagination and have the power to unite your own experiences with those of the fictional characters written on the page in front of you. They have the power to tell truths, the dexterity to tell lies, the strength to create conflict and the complexity to arouse debate. If words can do all that, then imagine how powerful a marketing campaign would be if you could not only tell your story, but show it? Show Me Something Video Marketing has been on the cusp of brilliance for past few years, but 2015 marks the year that it is set to revolutionise the way we communicate with our consumers. The 4k revolution, growth in mobile devices, broadband coverage, 4G services and responsive design have contributed as main drivers to video marketing. Essentially, it is easier to make video based marketing content which has instant and powerful distribution potential across multiple channels. Just a few clicks of a button and your video content can be viewed and shared in locations all around the globe – creating impressions, sparking conversation and encouraging engagement. And it’s this engagement which marketing moguls want. Powerful Distribution Of all the data shared in the world around 60% of it is video content and of that number around 36% are advertisements. Marketers are not missing out on the trend and spending on online video has doubled in last two years. People find that video is the easiest way to explain what a company does, and they prefer to learn visually. Trends in video marketing show that content can reach out to younger audiences and encourage them to engage with companies which may not usually appeal to such a demographic. Video can also be used to improve SEO rankings as Google pushes video content to the top of search results and further research shows that when someone searches for a company online they are more likely to click on a video link rather than a text link. Video ads have an average click through rate of 1.84%, the highest click through rate of all digital ad formats. The true power of video marketing stems from its distribution and engagement potential. Consumers are encouraged to ‘Like’, ‘Share’ and ‘Comment’ on video content and with every engagement, the video will be seen and talked about by more and more people. With this power it is not surprising that marketers have seen video as the ideal format to broadcast advertising campaigns. Around 87% of online marketers use video. YouTube is one of the world’s most popular video content distribution outlets and has over 1 billion viewers. Videos from YouTube can be integrated into company websites and other social media platforms. The development of other video based social platforms such as Vine and Snapchat have also provided a platform for advertisers to market their products in an environment which is saturated with the young, media savvy generation – and more importantly those who are going to have an opinion about what they have seen. What is a Good Video Marketing Campaign? Marketers and Advertisers across the globe have seen the power that video has; a tool for connecting people across the world, a platform for always being able to influence what people are seeing and most importantly what they are buying. Advertisements have moved on from telling consumers that they need to buy their products to showing them how intrinsic their products or brand are to their lives. In October 2012, Felix Baumgartner completed a world record space jump for Red Bull. The video of the stunt has over 37.4m views. The campaign was successful because it told a story which highlighted all of the Energy Drink giant’s core brand values. It told a story which showed consumers that with Red Bull, they can be invincible, they can do the impossible and most importantly it really can give you wings. In February 2015, Honda released their video advert ‘Keep Up’ which focussed less on their physical products, but how owning one of their cars could change your life. The ad challenges the viewer to question their own limits and to push themselves to improve (a key Honda brand philosophy) whilst demonstrating the innovative nature of the products. The Future Mobile and Digital Marketing has become a quintessential part of the modern world and with more and more people being constantly connected to a mobile device, marketing has revolutionised to fit with the change in the way people interact with the world. And who knows what the future holds. With more channels for digital communication, more stories to tell, more worlds to see and more ways to show them it’s safe to say that video marketing is just the beginning.