For businesses that haven’t yet taken the plunge into video marketing, today’s tools, technology and publishing platforms make it easier than ever to get involved for little to no cost.
2015 was well and truly cemented as the year of the video, leaving marketers with little choice but to consider how to leverage this medium. Millward Brown’s 2015 AdReaction research showed both Gen X and Gen Z now watch as much digital video as television.
Video is being used by more and more organisations for increased lead generation, improved customer engagement, and greater brand awareness. However, a perceived lack of content creation resources is still leaving many marketers feeling they can’t meaningfully participate in video publishing.
A few short years ago, there was an expectation that all marketing videos were professionally produced, with high-quality equipment and a camera crew. While these still have their place, millions of people with little more than a smartphone camera have changed the digital landscape by self-producing and publishing their own videos.
Sure, it’s still important for marketers to get the basics right, like having a plan for what return on investment you expect to see. Consider your audience and ensure video is the most appropriate means to reach them. But what’s most important is to be creative. A not-so-slick video production will be overlooked by your audiences if you bring them creativity, entertainment and information they want to know about.
You don’t even actually need video footage or technical skills to make a video. There are apps and platforms that allow you to create videos just by using still images, or you can get creative with animated GIFs. Quick videos are inherently shareable!
Don’t be intrusive with video advertising though; 50% of digital video viewers surveyed by Millward Brown reported negativity towards mobile pop-up video ads, in-banner autoplay and pre-roll.
Here are a just a few ways you can incorporate video into your content marketing mix. Video distribution isn’t limited to YouTube!
Okay, this might seem like an obvious one. What you might not be aware of though is that Facebook wants to rival YouTube as the number one video-hosting platform. This being the case, Facebook favours videos uploaded straight to a page instead of a link. For a business page affected by the algorithm changes that result in less and less organic versus paid post views, video can be a way to get back in front of your fans on Facebook. The autoplay functionality of embedded Facebook videos can also be a bonus to engage with new audiences as they appear in their feeds.
More developments we’ll see in the coming year on Facebook are profile pictures being replaced by video, and more and more immersive 360 degree videos. As we mentioned previously, these are already supported on YouTube too.
- Instagram Boomerang
Put your creative hat on and think sharable, five second looping videos – essentially your own GIFs. Use Instagram’s Boomerang app to shoot a one-second burst of five photos, which are turned into a silent video that plays forwards and then reverse over and over in a loop.
Your Boomerang can be shared anywhere, including over on Instagram or Facebook, where you can also edit and title it. You don’t even need an Instagram account, and the videos are saved locally to your device.
Boomerang also has a new competitor: DSCO (pronounced ‘disco’) for iOS users. Instead of a one second recording, DSCO gives you 2.5 seconds, with a slowed down result that looks more stable than Boomerang. It also incorporates filter presets from the VSCO app used widely by iPhoneographers. You’ll need an online VSCO profile to upload your videos though before being able to share them elsewhere.
Not only can you find and share GIFs on Giphy, but it also allows creation of your own animated GIFs from video files or YouTube links.
Available as an iOS app or browser version, Giphy was only available in conjunction with Facebook Messenger until recently. It’s now a standalone app that allows sharing to any platform, which can include embedding on your website.
- Periscope and Meerkat (Live Streaming)
Your business may already provide live webinars to your target audience. Live streaming apps such as Meerkat (launched in February), and Twitter’s Periscope (launched in March), take the webinar concept even further. They allow real time engagement with anyone on these platforms, or just those who are there specifically to see you live.
These platforms are very easy to use for live video, allowing for an informal way to build relationships and the trust factor with your target audience. This may be as a live explainer video, a behind the scenes tour of your facilities, or a broadcast of live events or breaking news. With the ability to save videos for later in the app, Periscope is nudging ahead of Meerkat in popularity.
Flipagram has been around for a couple of years now, but really only took off in 2014. Now with over 33 million active users, this video storytelling app could very well be the next big social platform.
This platform allows creation of videos with emotional depth, while also being extremely fast and easy to use. The videos can then be shared on whatever channels you like.
Create 15 or 30-second photo slideshows (with any number of images of your choice) set to a background soundtrack. Instead of adding (the optional) music from a pre-set list of popular songs, you can also add your own voice narration to make your brand more personable.
Use Flipagram to make an explainer video (maybe with strategically-placed text cards interspersed throughout as a narrative), show off your products, or highlight your recent events. The sky’s the limit!
With myriad ways for anyone to make video these days, budget and resources are no longer an excuse not to join in. Any marketer with even a little finger’s worth of creativity can now make and publish their own, and increase the reach of their content.
Here at Frank, we’re experienced in video integration and rich media placement to help drive ROI. We’ve worked on a range of projects that required integrations and optimisation of video assets, including Collider’s new website (www.collider.com.au). Collider is a film and design collective based in Sydney.
To find out more, get in touch with us today via our website.