Tag: Video

Content That Outlasts The Oscars

Content That Outlasts The Oscars

Why interactive video grabs attention—and holds it.

 

Quick: Who won the Best Actor Oscar last year? Can’t remember, can you?

That’s because the annual Academy Awards ceremony—coming up Sunday, February 9—is built for one thing: immediate impact. America works itself into a lather right till the stars hit the red carpet. And then, like clockwork, the event lumbers through 3-plus hours and the entire night promptly vanishes into the ether.

Oscar certainly knows how to grab attention—but falls way short when it comes to stickiness. Which is a luxury those of us in the content business do not have. Yes, we need to engage our clients’ audiences. But without messages that land and stay with those audiences—and drive action—there will be no statuettes for us.

Which brings me to video. We all know that in a digital space increasingly dominated by motion and visual stimulation, video delivers impact. In two years, Cisco research has predicted, 82% of worldwide internet traffic will come from video downloads.[1]

Last year, the average person spent six hours and 48 minutes a week watching online videos, up a remarkable 59% from 2016, according to Limelight figures. [2]

But will those videos sustain engagement? Will click-happy viewers stay with the story long enough to remember its key message? Often, the answer is no—which is why we’re increasingly turning to interactivity. As their name suggests, interactive videos require something more than eyeballs. Instead of simply passively viewing a video, viewers can actually get involved and that helps to retain a message. Select a chart for deeper information. Choose the outcome you’d most like to see. Design this room to suit your taste.

More involvement means more engagement. Consider a Magna study that found digital users spent 47% more time on interactive video ads than their one-way cousins. [3]

If a video is made well — with a compelling story arc, graphics and music — you might watch a 90-second video on the growth of an Indian paint company. But metrics show that if we give you the power to tap on a graphic to elicit more information particularly interesting to you — if we move you to more active involvement — you’re more likely to stay till the end. And more importantly, to remember the information and take further action.

We’re continuing to dig deeper to find new ways to make video and all content more effective at connecting our clients with their audiences. While Hollywood buzzes over Oscar, we’ll keep our eyes planted firmly on that prize.

 

[1] Cisco. https://www.cisco.com/c/en/us/solutions/collateral/service-provider/visual-networking-index-vni/white-paper-c11-741490.html

[2] Limelight. https://www.limelight.com/resources/white-paper/state-of-online-video-2019/

[3] Magna. https://www.magnaglobal.com/wp-content/uploads/2017/10/Magna.IPGLab-The-Interactive-Effect.compressed.pdf

Power of Video In Content Marketing: Part 1

Power of Video In Content Marketing: Part 1

By Jocelyn Murray

Have your favorite brands started getting more involved with social media? Are they asking their customers to participate in the creation of videos or campaigns? This is not be a surprise given the simultaneous evolution of content marketing and technology over the last five years. Slowly but surely, more and more brands are taking to the web to create their own videos – on YouTube, Vine or Instagram, for example – to engage and encourage customers to participate with their brand.

Why is this important? Nielsen recently the statistic that 64% of marketers expect video to dominate their marketing strategy in the near future. With YouTube reaching over one billion unique visitors a month, the connection seems intuitive. And, as new channels of distribution and sharing develop, the various avenues for marketers to use videos in their strategy continue to grow and expand. In the first part of this two part series, learn how connecting through the human element and personalization can drive engagement with brand customers.

Brands are human, too.

Increasingly, brand loyalists want to know that their favorite brands and companies are aware of the things that they hold important and have the same values. It is crucial for brands to always consider their audience in order to create content that is relevant to them. Through the use of videos, companies are able to show their human side – how customers use their products, how these products are improving the lives of customers – instead of constantly pushing products in a sales way.

Embrace consumer-created content.

There are many types of video strategies that companies can employ to engage their customers. Tutorials, testimonials and Q&A’s are great ways to connect with consumers in an emotion, visual and personal way. However, one of the most popular ways that brands are using videos to engage is through user-generated content. Since videos are able to be created easily (and inexpensively) on mobile devices just as they are with professional equipment, many brands are encouraging users to document their experience with a particular product or service.

With companies inviting the audience into the brand experience, consumers are mobilized and thus engaged to create their own content, which allows for a multi-dimensional experience with the brand. Not only are they spending more time interacting with the brand, but they feel as though the brand truly cares about their opinions and experiences

Through videos, brands are able to reach their consumers in more personal ways using emotional connections to encourage participation. However, the video creation is just the beginning… tune in for part two of this series to learn the importance of strategy in marketing video series to existing and potential consumers!

 

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