The likes of YouTube, Vimeo, Snapchat and Vine have created a massive influx of viewers over the past years, devoting more of their time to watching digital media. As a matter of fact, almost 5 billion videos are viewed on YouTube every single day, with an estimated 1.3 billion users on the platform. To put that into perspective, that is 1/5 of the world population! Cisco predicts that video will be responsible for almost 70% of all consumer internet traffic by 2017, with on-demand video traffic increasing threefold.
Video is no longer up-and-coming as a marketing tactic; it is already established as a powerful tool to present your brand, deliver a value proposition and build long-lasting relationships with customers and prospects. It truly has the potential to become the future of content marketing. These statistics alone indicate how significant and promising video has become in the world of marketing.
In 2015, Android’s campaign titled “Friends Furever” was the most shared ad of 2015. Its use of cute animals to engage viewers worked outstandingly; you can view the video below.
While text-heavy marketing is both efficient and of a relatively low-cost, it often falls short of creating an authentic connection between a brand and its customer base. Video, on the other hand, bridges the gap between your brand’s message and the consumers’ interest. It can increase the length of time users spend on your website, expands your brand awareness (due to its shareability), and it makes content easier to digest.
Although that is not to say that we should leave static marketing in the past. Static marketing requires little to no effort, just sufficient funding and time to see a result, whether it be a positive or negative outcome. Static marketing acts as a force multiplier for future active marketing: it supports your other marketing pursuits, such as video campaigns. Therefore, it should still be incorporated into a solid marketing strategy.
For an example of how video can make all the difference in a campaign, take a look at Tinker Taylor. Tinker Taylor are video production specialists, creating powerful videos, which in turn create powerful marketing. They are behind projects such as #itswhatwedo, a campaign that aimed to raise public awareness of the extraordinary job that police officers do.
The films placed viewers into the boots of three different officers and asks “what would you do in their boots?”. The level of empathy experienced by viewers would not have been possible without the use of video. The campaign headlined BBC Scotland and received mass media coverage, alongside engagement across 34 countries, as well as throughout the UK. A powerful example of the response you can achieve with video.
Successful digital marketing is all about recognising and pursuing the correct avenues that integrate well with your products or services. At Formation, our clients gain a measurable return on their investment with our comprehensive digital offering.