January last year, we published an article with recommendations for your 2015 marketing plan. The first recommendation was video marketing.
Since then it became a necessity rather than just a recommendation to include video in your marketing plan.
Few online video facts:
- YouTube has more than 1 billion users and while browsing on mobile they watch more than 40 (!) minutes of videos.
- On Facebook, 2015 was the year that video exploded and reached 8 billion* views daily (!).
- There are rising platforms that are dedicated entirely to video: Snapchat, social network where images and videos “disappear” after 24 hours (or less) and has 100 million daily users, Vine, a 6 seconds videos social network with 1 billion loops of video daily, Periscope and Meerkat (live video streaming apps) which became very popular in the last 1-2 years and Vimeo, the first video sharing platform to support HD which currently has 715 million monthly views and 25 million monthly members.
- According to Cisco, 80% of all Internet traffic in 2019 will be video.
*The way Facebook is counting a view is as from 3 seconds (vs. 30 seconds on YouTube). Combining it with the fact that videos play automatically (unless you change your profile personal settings), it raises the question whether it’s a valuable view or not.
The war over video (Facebook vs. YouTube vs. Others)
YouTube is without a doubt the number one platform for video sharing today. It’s actually considered to be the second biggest search engine in the world and there’s no question about the quality of the hundreds of millions of watch hours daily over its platform.
But Facebook wants some of this staggering market share. And when Facebook wants something, well… it acts to get it.
Whether you noticed it or not, when you post a video from YouTube on your Facebook timeline, the photo that comes along with it, magically decreases to a small one, whereas if you post a video directly on Facebook, it will show a much bigger photo preview.
Needless to say that a bigger photo drives more attention on the feed and as a result, more engagement.
Facebook is also encouraging page owners to publish videos on their page by giving videos more exposure. Compared to videos posted from YouTube, native Facebook videos get 3 times more exposure.
And page owners listen.
Since early 2015, Facebook’s videos supply (mainly by pages but also by private profiles) and demand (of the 1.65 billion monthly active users) increased dramatically.
It is said that Facebook is working on a branded morning show that you will soon see on your feed.
And we haven’t even mentioned the fact that just a few days ago, the biggest market place in the world, Amazon, launched “Amazon Video Direct“, a video platform that will directly compete with YouTube.
It’s hard to predict how this war is going to evolve, and we’re sure YouTube is not going to give up so easily, but we can also imagine that there are many sleepless brainstorming nights in YouTube’s offices.
So the idea of apps like the ones mentioned above is sharing where you are, what you do and who you’re with, in live video streaming.
YouTube opened its live streaming option at the end of 2013.
It was only natural that Facebook will join in. As we published lately, Facebook not only opened the live video option for everyone but also is now showing to each Facebook user (yes, including yourself) all the live public videos streaming now around the world.
The live video on popular platforms has huge implications. BuzzFeed broadcasted a live video last month (of covering a watermelon with rubbers to see at what point it explodes) that at its peak reached 807,000 viewers. It now has more than 10.5 million views. Don’t be surprised if soon enough you will be watching “Facebook TV”.
And if the video alarm hasn’t turned on yet in your head – MTV’s video music awards last September was viewed live by 12 million people on Snapchat, vs. 9.8 million on TV.
BuzzFeed’s live watermelon video last month
VR, AR, 360° videos and interactive videos
We recently reviewed Virtual Reality and Augmented Reality as technologies that are changing the way we communicate. VR and AR are both sorts of video technologies and it’s already a given fact that we see many of these videos around in different forms (as ads, educational guides, “just for fun” and more). The fact that the tech giants are expanding in these fields also gives us a clearer view of the future.
Another form of video that started appearing constantly in our feeds is 360°. It’s a form of video where you experience the entire environment of where the video was taken and you can literally move in this environment (up, down, sides…).
To create this kind of video, you need a proper camera, and from there, beautiful things are created. Here are some examples (move your mobile or your mouse cursor to see the view from all angles. Yes, it works, and WOW, it’s beautiful!):
Interactive videos are one of the coolest forms of videos that exist today. Last year we wrote about Honda’s “The Other Side” campaign. The idea is that you can control the way the video evolves (and ends). It is one of the most unique user experiences you can give to your audience. Visit Interlude‘s, a popular platform to build interactive videos, ads page and see how you can control what Revlon’s model is wearing and in which mood she is, play with Gas, oil and music with Shell’s ad, and so much more. You can thank us later 🙂
3 recommendations for creating up-to-date engaging online videos
Users attention span decreases with the years, and from where we are now (8.25 seconds), less than a goldfish’s attention span (9 seconds), we’re not sure where we can go further (down). Take this into account when you create a video.
- Short videos. If possible to create videos of less than a minute, do so. If not, two minutes should be your top border.
- Subtitles. Add subtitles to your video. When users experience videos on feeds, these videos are mute. Therefore, subtitles will help getting their attention and understanding.
- Start attractive. Make your video’s first 10 seconds count. That’s more or less the time frame you have to get users’ attention. If you nailed it, they will continue watching. Otherwise, they will simply move on to the next best thing.
The last word
To complete the picture, video is considered to be content marketing (which we at Quantum believe in a lot, as it focuses on giving value to your clients) and as such, improves tremendously your rankings in search engines.
One of the biggest setbacks for businesses to create videos has always been the high costs. Few things have changed since then and today not only the costs are significantly lower, but also due to the power of video (as described above), marketers report it gives them the best ROI.
We recommend to any business owner/marketer to pay attention to what works and video, without a single doubt, falls under this category.
Want to share your opinion about video marketing?
Please do so in the comments below or simply drop us a line!