Video: The essential piece of your digital strategy
In a world where people have less and less time it’s becoming increasingly important for marketers to grab the audience’s attention with content that makes an impact. According to a study by Microsoft, people have an attention span of only 8 seconds, a vital window of opportunity for marketers to engage with their audience, a window that is being filled with the ever growing trend that is video advertising…
Businesses have begun to realise the dramatic shift in digital advertising and the dominance of video advertising and rightly so, Mark Zuckerberg recently addressed an audience at a keynote speech where he said “Video is by far the biggest trend we see in Facebook’s usage,” if you get it right, video has no limits with the potential of becoming a viral campaign which is amplified through the use of social media and digital communities sharing videos.
Video content is a powerful engagement tool to cut through the noise. Unlike more traditional tools such as TV advertising, video can be measured and businesses can take back the control to tailor the content to engage with their specific target audience. Having said that, according to ExchangeWire.com you may benefit from creating a more integrated campaign by using an online video campaign as supporting material to a TV ad as it suggests that an online video can increase brand recall of a TV ad by 33% than if it was a stand alone TV campaign.
Businesses may benefit from taking a proactive approach in developing more video content for various media platforms such as Facebook. In a previous blog post discussing the changes in Facebook algorithms, video content was highlighted as an area that may be favoured when looking to increase your businesses engagement and online listings, read more from the blog post on Facebook algorithms here.
Video is a trend that has already firmly established itself in the realm of vloggers. The influence that Vloggers have over an audience is dramatic and some brands are beginning to take a new approach to this sector by establishing their own YouTube/vlogging channel. This is somewhere they can cleverly manage their own brand message and remain completely transparent in their efforts such as Unilever, who have their own YouTube channel for some of their hair care brands which feature hair tutorials from some influential and well-known people in the Vlogging community, as mentioned in the Guardian.
Video is here to stay, according to a Syndacast study 74 percent of all Internet traffic in 2017 will be video. So if you can get the content right now, video could be the media platform to set your advertising campaign apart from the rest in the years to come.
