Video use for marketing continues to grow, in 2015 more than ever. I reviewed several sites and reports that were posted this year, and the statistics support what I am saying…There is a lot of money being made in this market segment, and YOU need to be involved and get your share!
So today, I’ll expand a bit on some of the statistics I found, explain how you can stay ahead of the game, and achieve success with your program, setting yourself up to make some income from sales or commissions, no matter which segment of online marketing you are involved in as a marketer.
Today’s world has changed drastically from what it was even 5 years ago. Things are getting more and more sophisticated and the variety of video platforms have proliferated, to the point where the viewer now has a number of choices available. Today I will focus only on the big four in the first portion of the article, and after talk about how these come into play for a marketing department or company…
With the increasing number of platforms has come increasing complexity in the video world as well. To mention a few, there now is animated marketing video, company marketing videos, marketing video production, internet marketing videos, video affiliate marketing to get a referral or three, and really just so many other types of videos nowadays.
No matter what you call it, the intent when using video in marketing is to capture that segment of visitor that no longer wants to read a lot of written content. They are more attracted to video, it captures their attention in a way that content cannot, and if the videos are planned and prepared properly, videos can be more effective than some other kinds of marketing commonly used…
Here are some facts that back this up. They are useful in planning your video marketing strategy (you definitely need a strategy!) so you can better monetize it and satisfy your clients or your own sales goals…No doubt if you have any kind of video marketing service today, you need to know this information!
Some Facts and Figures as of June 2015
Social Media Platforms
- Online video is a $6b a year market and growing quickly
- Some statistics on the top 1000 Videos on YouTube, Facebook, Vine, and Instagram in Q1, 2015:
Medium Number of Views Length Type Video
YouTube 17 million 12 minutes Music
Facebook 28 million 1 min 28 secs Heartwarming/Shocking
Vine 10 million 6 sec Comedy
Instagram 1 million Max 16 sec Pop Culture
Implications for The Two Bigger Platforms
The two big platforms, YouTube and Facebook, have the most views still today, but Instagram and Vine are to be reckoned with…These figures point to the make up of videos you need to plan for to be able to monetize them through social media platforms, as follows:
- Facebook viewers look at quick short videos under 1 and 1/2 minutes (short attention span?), and these generate quick engagement
- YouTube videos tend to be longer, have more detailed evergreen content, which builds viewer totals over a longer period of time, and engagement more slowly
- Video marketers wanting to attract the quick, if somewhat transient viewer, who will engage quickly, should focus on facebook. For longer term viewership and engagement, YouTube should be the focus
- Most engagement comes from creator pages versus the brand pages, meaning that where you place the video on both platforms needs to be thought out ahead of time
- Facebook day 1 views comprise 50% of the total views for their videos, with the remainder coming shortly thereafter, so there is a big immediate rush of views, with follow on views coming shortly thereafter. So there is a limited staying power of videos posted there
- YouTube gets 20% of total views the first day, and over time they will overtake Facebook in total views, all things being equal, depending on the subject, and makeup and professionalism the video offers the viewer
So depending on the intent of your video for these social platforms, you must consider these statistics when you plan your strategy and plan what to post, how to set up the transcript.information flow, and the approach or angle you take with your effort to maximize effectiveness/monetization potential.
With Facebook videos, your time to get the message across is less, it will have relevance for a much shorter period of time, but if done properly can have an immediate impact. There are times when this is what you or your client is looking for – immediate impact!
One answer to cover both angles may be to plan for an introduction of the subject in two phases, hitting Facebook initially to kick things off for a campaign, then adding another longer version of your content to YouTube…
For the Facebook phase, add something that will capture the attention of the viewer quickly so they follow through the short video, try stunts, comedy, pranks, etc. Get your message across in an emphatic manner in a brief period of time.
Using YouTube, you would still want to capture the attention of viewers, so with this platform using unique and eye-catching thumbnails that you create are important to draw viewers in. Make them intriguing! Also, try to use influencers when possible to get better engIagement and longer visit times from viewers.
Lastly, I recommend doing split testing to see what is most effective with your approaches, incorporating your findings into future efforts and campaigns, and test, test, test – this is best!
Implications for Vine and Instagram
Using Vine, the length of the video is limited to 6 seconds, so obviously your message has to be relayed in a manner that will capture the viewer quickly and be captivating enough to make the viewer want to share and help spread the views, or take other calls to action you include.
This format lends itself to influencer led videos, focusing on the briefly on the brand you are advertising, and it should be put together in such a way that good engagement takes place with the viewer. Not so easy, but doable for sure with thought and creativity.
Therefore, planning ahead is most important when using this platform. Again, focus on the influencer aspect, and introduce the brand in some clever way as a natural flow in your video, and if possible design the video spot so it appears to run in a loop so the viewer will watch several times…
While Instagram is seemingly the least popular platform at this point according to the figures, it is a fact that it is growing rapidly. Using this medium, you have a bit more time to get your point across, but not much more!
It is important to have a creator that is popular, and one that consistently adds high quality videos will definitely have the edge over a newbie.
So if the creator is you, it means that you must make an effort to build your authority on this platform as a brand to get the most out of this medium, so it seems to me…
Again the point is to monetize your efforts, so this work you put in to become recognized as an authority is worth the effort…It is not that hard to do if you plan your path, and follow that plan.
Now as to the video planning…This type of video means the first frame of your video needs to be very catchy and also it must help let the viewer know what they are looking at.
I would consider adding a good title to all the videos you post on Instagram. Together they will make that first good impression – your thumbnail and title.
One last consideration – make sure your video is of high quality always. Following these tips will help build your authority on this medium quickly.
The above information was partially provided from statistics freely available on the internet throiugh my research, as well as from a Jun 2015 report issued by Ogilvey and Tubular, subject: Multiplatform Video Strategy.
If you want to dig deeper, I recommend doing a Google search for keywords you are interested in and include ‘2015’ in as well to get the latest.
I also have posted other articles here on the site that may be helpful for you to have a look at.
- First I have some information on free tools, some of which involve video and other graphic sites found on the web HERE.
- There is a review on the video creator tool I use often, called VideoMakerFX, found HERE.
- Lastly if you are new to online marketing, I have a good post on how you can learn properly how to set up your online affiliate marketing business and get that affiiate marketing referral you are looking for so you can make money! That is found HERE
So, this first part of my post today tells us some of the story for 2015 on the state of videos, and this story is useful for those of us developing animated marketing video, web marketing video, or perhaps fully into marketing video production in some form.
For a little entertainment I have added a short sales video for your pleasure. I created this using a free online tool called PowToon….It was done in literally 5 minutes!
For those having a marketing company that includes offering video services, there are other considerations in addition to the technical ones mentioned above…
Let’s have a look…
Offline or Small Company Video Marketing Strategies for 2015
You may operate a marketing company offering such services to clients, or you may be managing a marketing department in a medium or large size company that, as a part of its overall marketing porgam, has to develop a video. You may be an affiliate marketer trying to develop plans to better monetize your site and leads using video.
In all three cases, you need to develop an effective strategy as part of your overall marketing program to make sure it fits in and contributes its potential to your overall program.
Here’s an example: You can typically sell company explainer videos for $500 each, and it often will lead into other upsells to companies, so learning how to effectively plan your video marketing is well worth spending a little time on how to get it right
Developing an overall video strategy is an important part of the process to effectively use the dollars that you earmark for the video program you have, and to sell what the clients want and make that $500!
Also, developing the strategy allows for you to determine and put in place measurable metrics , so you can see if you are getting a good return on your investment…
Just as with any other part of your marketing program, I would recommend developing a publishing schedule for a set period of time (i.e. 6 months, season, annual, etc.). Depending on the different kind of videos to be developed, having this in place will result in much more effective use of available time and resources…
In your publishing schedule, there may be a requirement for short form videos, ones that can be published on Instagram or Vine, or longer videos that may be used for the company website(s). Also there may be a requirement for other style videos such as explainer videos; demonstration videos; educational videos; practical videos; corporate HR, culture, or event videos; recorded webinars, case studies; and the like….
I would organize all these requirements, plan for each as to how, when, where, who for, etc. This way you have a good idea what resources you will need at any particular time during the period, and make sure you have everything available when needed.
A place to start after gathering the different videos to be completed would be to identify who the intended audience is for each, and work your way back to get to the steps needed for success with each…
Do not forget to plan for the metrics to measure your success. I mentioned this above, but I want to go into a little more detail…
Things that are of interest to measure include attention span of viewers, as in what is the acceptable level of viewers watching to the end of a video?
You also want to look at click through rates, how many of the leads are watching the videos, and lastly doing split testing to maximize the effectiveness.
Going through all these steps will improve your monetization efforts, and help you get more bang for the buck!
All the information included here is useful, and a quick look, but it provides a starting point for you. It now comes down to you incorporating the above points into your video marketing strategy, getting the resources and tools and creativity in place to implement your strategy.
In another post I will go into why I think one tool may be better than another to get an affiliate marketing referral, or in making company marketing videos, or the actual recording or designing internet marketing videos.
Also if there is a particular tool or software, or technique you would like to read about, please let me know in the window directly below, or in the comment section. As always, thanks for stopping by, and please come again!