Over the last year, the audience for on-demand video has grown exponentially, leaving digital strategists for small companies and large brands scrambling to learn how to do a good job of creating relevant content. Today we will look at several reasons why an effective online strategy should feature video content in your campaign prominently.
The price is right
Producing quality video content is much easier today, thanks to an array of tools available throughout the marketplace. Marketing teams can easily produce a high quality hi-def video, relatively cheap. The expectations of the audience have evolved; you no longer need to hire a professional camera crew. In fact, perhaps it is the Blair Witch factor, but often a low-quality video seems to add credibility, because the audience perceives it as more authentic. There are plenty of free or low-cost ways any marketer can share their final video. They include free sites, such as YouTube, Facebook and paid video hosting sites, such as Vimeo, Viddler and Blip.tv. We will look closer at the paid hosting sites next week.
The message is right
Occasionally, it takes readers longer to grasp the content message, so they may not share it as readily. Video frequently goes viral quicker because the viewer when it is done well gets “it” right away. Then, if they believe the content might benefit or entertain a friend, they are more apt to share a video faster than an email. When their friends see the embedded video appear in their Facebook, news feeds, for example, there is an implied endorsement by someone they trust, or whose opinion they value. As this video is shared, the sender essentially becomes your brand ambassador.
The tools are right
YouTube and Facebook dominate the market not simply because they are free (but of course that does not hurt), but also, they continually adapt to meet the needs of video producers and viewers. As the demand has grown, each networking site incorporated tools for sharing videos easily, while enhancing the experience for the viewer.
One example of how marketers are integrating video throughout their digital strategy is the landing page created by Box.net, a popular cloud computing site. Using a video hosted on YouTube, the site features a high-quality landing page that explains their service creatively. The video effectively helps introduce what is likely a new virtual tool to the first-time visitor.
People love video
According to AccuStream Research, video sites, networks, channels and brands attracted 230 billion views last year in the United States, 146.9 percent more than in 2009. Here is a list of the top 10 most viewed, shared and commented videos of May 2011
1. David Cornfield Melanoma Fund – Dear 16-Year-Old Me
2. Call of Duty 3 – Modern WarfareReveal Trailer
3. Volkswagen – The Force: Volkswagen Commercial
4. T-Mobile – Royal Wedding
5. Seatbelt Awareness – Osama’s Watery Grave Captured
6. The Camera Store – Battle at F-Stop Ridge
7.Someday Fragrance Perfume – Justin Bieber Commercial
8. IS Tropical – The Greeks
9. Wong Fu Productions – Strangers, Again
10. Evian – Roller Babies International Version
Video is everywhere you want to be
If you are a marketer, you first and foremost want to rank high in relevant Google searches. A video that includes the right keywords in the title and description, often will rise faster than a text-only message. Once you create your video, post it on YouTube and embed a link to the video on your website, blog, or Facebook page. Strategically, using the right keywords in the title on your blog, website page and video on YouTube, you then receive impressions from YouTube, your blog and website. This, in turn, helps to push your Google ranking high, because Google looks at how many impressions you receive from these sources. Keep in mind that YouTube as the number two search engine has the power to boost your search value significantly. So, then your website will begin to receive more hits for the same search term.