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5 tips for sizzlin’ online videos
January 27, 2015 | Kristin Stires

video

From empowering messaging for girls to a giant spider dog … if it seems like online videos are everywhere these days, it's because they are. Audiences are shifting to prefer video over other content, and according to this MarketingProfs article, 2015 will be the year of video marketing!

So let's talk about the power of online video marketing. But first, let's set the stage. In collaboration with comScore, Shutterstock produced this online video about, well, online video. Take a look. Go ahead. We'll wait.

Impressive stats, no? We're assuming you saw that video accounts for 60 percent of all global Internet traffic, and that 190 million Americans watched 75.6 billion videos online in January 2014. You heard it right – that was in one month. And online video ads have grown from 11 percent of total online videos in 2011 to 36 percent in 2014. Clearly, marketers are recognizing the power of online video and leveraging it to connect with consumers.

So how can you produce sizzlin' online videos? Check out these five hot items from our list:

Tell a visual story while tapping into emotions.

Whether hilarious, shocking or sad, videos that trigger strong emotional responses are shared. Companies understand this and are producing effective content. Budweiser did a phenomenal job of storytelling with last year's Super Bowl ad. Apparently a few other people liked the ad, too. Last time we checked, it had more than 57 million views. Sports clothing company Under Armour launched a new women's ad campaign with this video about overcoming adversity, and Canadian banking company TD Canada Trust produced this happy tearjerker.

Don't be obsessed with trying to create a viral video.

Everyone loves a great viral video. Who didn't like watching the Old Spice guy gallivanting around the world? But viral videos don't always translate into long-term brand success, and online video is not about a one-hit wonder. It should be incorporated into your online marketing strategy of building relationships with consumers – and that takes time and content. While Dove has had its share of viral video success, like with its "Real Beauty Sketches," the company consistently produces powerful, on-brand content.

Make it easy for consumers to find and share.

Websites like YouTube and Vimeo are reliable hubs to host your videos, but be sure to plan how to disperse your content across multiple channels. Your video player should be clearly branded and embedded on your site, and you should use social media outlets to promote video content. The Coca-Cola Company features embedded video on its website, hosts videos on YouTube and shares content via social networks. The goal is for your audiences to easily find, watch and share your content.

Learn and adapt production to fit your budget.

Apps like Twitter's Vine, which features six-second video clips, have increased the opportunities for businesses on a limited budget to participate and connect with consumers in the online video realm. Learn from successful brands; then, tailor content to your own brand and audience. Oreo shows its fun personality while reinforcing its brand, and Lowe's adds immediate value to consumers by offering helpful home tips in its clips.

Focus on the experience.

This means thinking beyond your content to your consumers' video experiences. For example, interactive video is becoming more popular. Consumers not only watch, but they also engage with the video through "hot spots" and rollovers that may offer more content or give them options to share. Pharrell Williams' interactive video for the song "Happy" was a huge hit.

Taking a peek into the future, Cisco reports it would take an individual "over 5 million years to watch the amount of video that will cross global IP networks each month in 2018." Talk about mind-blowing!

Bottom line: Video will continue to explode as a content marketing medium – just watch and see.

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