Businesses are always on the lookout for new and improved ways by which to stand out from market competition. Several parameters come into play within organizations such as for example, leadership skills, robust offerings and of course, impressive service. But will these attributes suffice to gain an edge over rivals? Well, a company can flourish and fare far better if it engages audiences with a compelling brand story.
This is precisely why most enterprises are turning to the latest and most exciting form of marketing: Video marketing (VM). After all, who doesn’t like a good story that’s packaged well, emotionally appealing and delivered effortlessly? According to recent researches, 60% of people prefer watching a video message rather than reading content. This is testament to the power of visuals and their persuasive and enticing hold over viewers. Moreover, with the large number of social media platforms available today, communication has been transformed in unimaginable ways.
VM Surge in Popularity
Video marketing can convey multiple messages in a matter of seconds or a few minutes. A brand can explain what it stands for, the product it wishes to showcase and also breakdown complex information, in virtually no time at all. All this can be conveyed in a fun way too. Industry experts believe that a brand can communicate its purpose and character in under three minutes.
More and more innovational enterprises are functioning much like ad agencies, in that, they are enlisting the services of in-house creative teams, devising editorial calendars, and producing effectual content that is a class apart.
So, it is not for nothing that 2015 has been dubbed ‘The Year of Video Marketing’. Videos stand out on social media, giving customers a quick overview of a product without overwhelming them with text. In less than thirty seconds, a customer can get the information he needs about a business through a short, visually-appealing video. But all this cannot come to pass without a concrete video marketing strategy in place—one that uses proper tools and technology.
Storytelling is an art and hence needs nurturing. Not everyone can get the hang of it. Convincing people about your brand requires rich and in depth understanding of the nuances of customer perceptions, desires and prevalent trends. This explains why almost 70% of B2B marketers firmly believe that video has emerged as a content format that is highly effectual not only for engaging, but also converting online audiences to believe in their brands.
The Long and Short of VM
Video marketing is the latest type of marketing in the business neighbourhood. It consists of internet marketing and advertising. Companies produce crisp and penetrative videos known popularly as “shorts” that are usually between 2-5 minutes in duration.
These videos are generated based on core topics that are derived from content formats such as scripts and allied text material. Once filming or animation is completed, as per the project requirement, the videos are uploaded online. The natural choices are top-of-the-line video sharing websites such as YouTube and Vimeo. These videos can be viewed on smartphones and with a large number of users looking for content online, this automatically boosts mobile searches on specific topics.
Soon, millions of users from all over the world access and view brand details in all its glory—just the way exposure and distribution was intended to occur!
And with the success of these multiple channels, the attention spans of consumers of news, entertainment and other forms of information lessened. To match such requirements, micro-blogging and now, micro-videos have come into being. Users are served news and views instantly right in their social media feeds. Facebook and Vine enable brands to broadcast their messages to millions of people in a matter of seconds, if not minutes. A Cisco report states that by 2017 video will account for 69% of all consumer internet traffic; and that video-on-demand traffic alone will have almost trebled. Those are impressive numbers that can only get better from here on.