By 2020, video will represent 75% of internet consumption. These days, users consume internet content like snack food and audiovisual is what they crave the most. On average, the British spend 5 hours and 11 minutes per week watching online videos. The French spend nearly as much time: five hours and 4 minutes a week. The Germans watch somewhat less: 4 hours and 14 minutes. The number of videos has virtually exploded on all the social platforms, and as a result, there has been growing demand for quality and an ongoing war for visibility. So, what should your video production and broadcasting strategy be?
1- Vary the type of videos you show according to your objectives.
Are you looking to increase brand awareness? Boost customer engagement? Promote the ways your product can be used? Surely you want all of that at once. A good video marketing strategy mixes different types of videos:
- Creative advertising campaigns
- A brand content library to enrich the customer experience, develop use, inform about the product, or simply entertain.
- Content created and broadcast by influential partners,
- Live Stream.
2- Go social live!
With social live video, you can now broadcast live, participative video from giants like Facebook, Instagram, YouTube and Periscope (Twitter).
Now you can reach a target community in real time and see who joins you during the broadcast.
According to a recent study by Livestream, 80% of a brand’s potential audience would rather watch a live video by the brand than read the brand’s blog and 82% prefer the brand’s live video to their social posts. This is a conversational revolution!
How does it work? Compared with classic broadcasting, social live video closes the distance between you and the audience. It is the natural successor to blogs and social media. Instant connection and live interaction attract customers and build rapport.
Simply put, live video makes your brand more exciting and engaging!
What’s your purpose: product launch, innovative brand experience, promotional event, Q&A, a look behind the scenes, a chat with the experts, brand ambassador interviews?
3- Think mobile.
Screen size is no longer really an issue when it comes to watching video. In fact, viewers under age 25 who watch video on smartphones vastly outnumber those who watch on tablets.
The fact that viewers now often use their smartphones while watching TV opens up all sorts of possibilities, with real-time synchronization forming a bridge between TV commercial and smartphone, extending the consumer experience from one medium to the next. For example, right after advertising a food product on TV, why not push a corresponding recipe video to mobile phones?
Marketing with mobile video also gives you the advantage of geolocation. Match your message to where and when the consumer is watching!
Finally, let’s not forget that formats suitable for small screens must be original and engage the viewer within the very first seconds (1.7 sec. for Facebook on mobile). Also note that, because most videos on telephone are watched with the sound off, subtitles are essential. The clip will be “read” as much as it will be watched.
4- The 40/60 rule
Think that making the buzz just takes luck and magic? Think again. It takes hard work and careful investment. Social video has become such an audience magnet that it is a golden opportunity to monetize your content. To avoid missing the opportunity, beware of spending too big a share of your budget on production, and not enough on delivering your clip to the target audience. What’s the point of producing great content if viewers don’t get to see it?
To make your video marketing a success, follow this rule: spend 40% of your budget on production, and 60% on maximizing visibility.
Today, YouTube is clearly the No.1 site for video, although social networks have been ramping up. By mixing different broadcasting platforms, you can reach a broader audience, targeting different consumer segments, each with its own video watching habits.
And now… Action!
*Study: “The State of online video” by Limelight