Video Marketing
Social Media Trends to Watch in 2020
The last decade has seen social media solidify into thriving, multifaceted communities where more than 3.2 billion people worldwide are active daily.
As we close this decade down, there’s no doubt that social media will play a growing role in our lives for the foreseeable future. So, how should businesses, brands and even the average user anticipate the future for social platforms?
Here’s a breakdown of some of the biggest trends we’ll see evolving on social media in 2020 and years to come.
Video story content is king.
Video continues to be one of the most important trends in the social media world. In fact, video will make up 82 percent of all internet traffic in 2020, according to Social Media Today. As social media platforms look for ways to further prioritize video content, marketers will increasingly zero in on videos as part of their overall strategies to target specific markets.
Keep a close eye on how this format reshapes marketing strategies. There will be an emphasis on creative, engaging storytelling that captures user attention in seconds. Brands will need to have a keen eye for how video stories engage users (especially on platforms where the like button goes away).
Personalized video marketing will become a thing.
Audience segmentation goes hand in hand with an increasing level of personalized social media marketing. It makes sense that combining segmentation with our love of video will result in personalized video marketing — think video content that is customizable and hyper-relevant to specific segments of your market.
Social media platforms, including Facebook, Instagram and Snapchat, are already pushing brands to produce video content through Story Ads, in part because these ad campaigns often see higher click-through rates than traditional News Feed ads. Twitter is also jumping into the fray with six-second video ads. Personalized content will take this trend to the next level.
Social media is the place to nurture trust.
Brands would do well to remember that social media isn’t just a platform for marketing and advertising; it’s truly the best place to nurture trust and build a relationship with their audience. Social media offers the ultimate opportunity for communicating brand value and engaging with potential customers on their level.
Doing this requires brands to find ways to have a free flow of dialogue and let their hair down. Showing your brand’s human side and increasing transparency will build confidence with audiences. Focus on fun, simple engagement, be responsive to customer communication, and find meaningful ways to show social responsibility and a deeper level of social interaction. Doing this will help you stay ahead of the curve on everything else on social media.
- Published in Social Media Video, Video Advertising, Video Marketing
How to Market to Multiple Generations on Social Media
When it comes to social media marketing, there are many factors that contribute to success, including quality content, algorithms, engagement, and peak posting times. When playing the social media marketing game, the best strategy for success is knowing where your target audience resides on the social playing field and catering heavily and consistently to those platforms. Each generation leans toward varying social media platforms for a number of different reasons. Learn which social media channels cater to your target audience (and why) to devise a stronger strategy for turning likes and follows into conversions and sales.
Baby Boomers (Born 1946 to 1964)
Baby Boomers favor Facebook over other social media platforms. A Pew survey found that about two-thirds of 50- to 64-year-olds (68%) and almost half (46%) of those aged 65 or older are the most active on Facebook. The older generation prefers sharing and reading articles and other forms of text-based content, which is why Facebook is so attractive to them. They are invested in traditional media, so marketing through concise messaging and informative content is appealing to them.
The boomer’s second pick for a social media platform is Pinterest. Pinterest is appealing to the older population due to strong home ownership and spending power stats within the generation. Pinterest has shareable text-form content full of DIY home improvement projects that appeal to the ‘do-it-yourself’ generation.
Generation X (Born 1965 to 1980)
Generation X witnessed the invention of the internet and bridged the gap between traditional and digital media. They seek out content in both video and text form due to their appreciation of both established and new media, making Facebook, YouTube and Twitter their preferred social media platform choices.
Facebook covers traditional media content streams that Generation X loves to consume. YouTube delivers digital-forward media through soundbites and informative video, and Twitter combines the two.
Millennials/ Generation Y (Born 1981 to 1996)
Millennials were born into the cusp of the digital age. Due to the rapid proliferation of digital media outlets during this generation’s lifetime, their preferred channels are all over the map.
Millennials share a love of tech and being the first “digitally native” generation. Because of this, Millennials are most active on Facebook, Instagram, and YouTube. The customer journey of a millennial is driven by online reviews and word of mouth recommendations. Facebook, Instagram, and YouTube cater to this demographic through strategic advertising and the use of loyalty driven influencers to reach their target audiences.
Millennials are also the most prominent generation on LinkedIn. LinkedIn is the most sought after B2B social media marketing channel to distribute content. It is used by 60% of people ages 25-34.
Generation Z (Born 1996 to 2012)
Gen Z was born well into the digital age. These kids grew up playing with their parent’s iPhones. This generation prefers visuals and short, motion-based content. Gen Z prefers Instagram, TokTok, Snapchat, and YouTube. Gen Z is drawn to the hyper-personalization brought by these platforms.
Gen Z tends to want to consume as much content as possible in the shortest amount of time. Gen Z also favors video that supports social causes and will make purchasing decisions based on the impact that a product or brand will have on a cause they support.
Understanding your audience is critical to success on social media. Trying to advertise equally across all social media platforms will cause average or below-average conversion rates. Generations consume content and respond to marketing tactics differently on each platform. Play into where your audience is active, and how they respond to content, adjusting your marketing initiatives accordingly to drive higher quality conversions.
- Published in Automotive Marketing, Video Advertising, Video Marketing
Facts About Video Ads
If there’s one thing any marketer should know in 2017, it’s this: video marketing works.
Since people spend one third of their online time watching videos, it’s understandable it influences their behaviour.
Videos influence viewers into taking action, whether that is visiting a page, giving their email address to a company, or buying a product.
Still, video marketing isn’t enough. If you don’t have a large enough social media following or email list, you may not get enough views to bring the desired results.
That’s why you need to use ads. Ads can help you increase the distribution of your videos.
What’s surprising is people like video ads more than they like regular ads. A Nielsen report from 2012, showed that 36% of people trust video ads. Not only that, but the people who enjoy watching video ads increase their purchase intent by 97% and brand association by 139%.
Considering that few people trust advertising these days, video ads become a highly effective way to reach new audiences and influence their behaviour.
The power of video marketing starts with the fact people like video over text. It’s human nature: it’s easier to watch something that’s both entertaining and easier to understand than to read something.
According to Animoto, there are 4 times more consumers who would rather watch a video about a product than reading about it. At the same time, if a consumer has the option to choose between text and video on the same page, 69% of them would prefer to watch a video to learn about a product or service.
Video also affects the way people use a website. Wistia, a video hosting company, found people who watch a video, on average, spend 260% more time on pages with video than those without them.
Adelie Studios, a video marketing company, found the average user spends 88% more time on a website that has video in it.
YouTube Tweaks, Expands Video Ad Format
Google says it’s ditching the name for its YouTube video ad format, officially moving away from calling it “TrueView in-display.”
Well, sort of.
The world’s largest video platform will now refer to the format as “TrueView discovery ads.”
Yet a second, and likely more important change, will give marketers access to full inventory across the YouTube app, making it the first time that TrueView ads can appear in the app’s mobile search results. Google also said it has tweaked its system so more relevant ads appear in the search results. Citing several experiments it conducted prior to today’s news, the company said its adjustments were able to improve click-through rates by 11%.
YouTube typically shows TrueView ads just before a user consumes content on the platform. There are four different types of TrueView ads, the best-known of which lets viewers skip to their content after watching at least five seconds of an ad. TrueView ads have also been available in desktop search results.
The new features are expected to roll out in the “coming weeks.”
Both changes underscore the search giant’s priorities as it goes all-in on mobile.
“TrueView discovery ads are such a powerful format because they deliver high engagement when viewers click on your video, that’s a strong signal that they’re interested in your brand,” Nicky Rettke, group product manager at YouTube, said in a blog post. “It’s why on average, users view one additional video from your brand within 24 hours of watching your TrueView discovery ad.”
The move also comes nearly a week after the company announced two new features for its TrueView video ads: a companion banner in carousel format that lets consumers scroll through products while watching videos, and a showcase for products that appear in whatever videos people are watching.
via Adage
- Published in Social Media Video, Video Advertising, Video Marketing, YouTube
YouTube Launches 6-Second “Bumper” Video Ads
YouTube has added a short-form video ad option to its lineup. Called Bumper ads, the six-second videos are available through AdWords and sold on a CPM basis.
Google is presenting Bumper ads as an add-on to traditional TrueView or Google Preferred campaigns. The short snippets are meant to complement the broader messaging and help extend the reach of a campaign.
Atlantic Records was among the pilot testers that combined Bumper ads with a TrueView campaign to promote an album launch. The company used Bumper ads to spotlight individual guest performers featured on the album, while the longer TrueView ads featured more about the album and the band. “When used in conjunction, TrueView plus Bumpers really work more effectively than either format on its own,” Fiona Byers, senior marketing manager of Atlantic Records/Warner Music Group told Google.
Audi tested Bumpers as a way to serialize its TrueView video ads, cutting up the longer format into six-second snippets.
The short ads will appear before videos and won’t be skippable.
Google says Bumper ads will be available in May for advertisers with access to account managers.
via MarketingLand
- Published in Video Advertising, Video Marketing, YouTube
71% Of Marketers To Run Video Ads On Social Media This Year
70.8% of marketers are planning on running video ads on social media over the next 12 months, according to research by cloud-based video creation service Animoto, as reported by eMarketer.
Of the marketers planning to run video ads on social, the majority plan to do so on Facebook (65.8%), followed by YouTube (42.3%), Instagram (27.4%), Twitter (21.6%) and LinkedIn (10.3%).
The study highlights the emergence of video for Facebook. Previous research from December 2015 by market research firm Advertiser Perceptions showed marketers favoring YouTube for video ads (72%) compared to
Facebook (46%).
Video is becoming an increasingly important medium on mobile and social.
Social media platforms are going all in on video. Facebook updated its news feed algorithm to emphasize video, while both Facebook and Twitter have been vigorously promoting new live video streaming features on their platforms.
Video is also one of the most popular content types for mobile users, while consumers are watching digital ads on mobile at a fast-growing clip. Facebook received a whopping 84% of its ad revenue from mobile during the last quarter, and Google announced earlier this year that it is now serving more search queries on mobile than on desktop.
Facebook VP Nicola Mendelsohn predicted that the social media platform “will be definitely mobile” and “probably all video” in five years.
Marketers need to understand where their target audiences can be found, but if they’re on social and/or mobile, it’s a good bet that video messaging is an effective way to reach them.
via MarketingDive
- Published in Automotive Marketing, Facebook, Instagram-ads, Pinterest, Social Media Video, Twitter, Video Advertising, Video Marketing, YouTube
Online Video Advertising Spends Increased 43% In 2015
Online Video Advertising Spends On The Rise
The year 2015 saw many more brands spending marketing & advertising dollars on online video advertising platforms. The research firm L2 found brands increased their ad spend last year on online video platforms by 43%.
L2 studied nine markets across the world, including the U.S., UK, Brazil, Germany, Canada, France, Japan, Russia, and South Korea. These markets, which upped their ad spend 43% on video platforms, also spent 42.5% more on social media and 12.5% more on search in 2015, but only 2.6% more on television advertising. Brands that increased their ad spend on online video platforms collectively preferred to advertise on YouTube, which claimed 59% of all brand interactions. Instagram came in second with 35% brand interactions, while Facebook claimed 6%.
This seemingly small increase in 2015 online video advertising demand on Facebook won’t stay that way, according to predictions. The firm cited the social networking site’s ad spend appeal, which already grew 9.6% in ad spend in 2015 (an increase of 1.6% over 2014’s 8% stat). L2 also believes, that despite YouTube’s “superior search advantages,” Facebook offers brands lower cost-per-million rates and therefore a greater opportunity to reach a larger audience with its marketing budget.
Regardless, L2 found brands aren’t as confident in creating their own online video advertising as they may seem. The firm discovered 46% of brands claimed compelling content was their primary obstacle in video marketing. Another 41% of brands say they have no budget for video marketing. For 2016, brands will have to get past these hurdles if they want to create their online video marketing content for distribution on social platforms.
via tubefilter
- Published in Social Media Video, Video, Video Advertising, Video Marketing
Why Professional Video Production Matters
Professional Video Production
The professional video production world is evolving faster than ever before. The availability and affordability of HD video cameras & editing software is giving the impression that “anyone can do it” – similar to the first websites back in the 90’s.
But just because you can, doesn’t mean you should.
Successful professional video production companies are successful not because they have the best equipment or because they have a handle on technical camera & editing skills. They are successful because they are not just video technicians, but because they offer the experience of knowing how to create & deliver a message that motivates a viewer to take action.
We’ve seen many businesses attempt online video production in-house over the past few years, or hire freelancers off of classified websites because they think ‘as long as they know how to press record & make some basic cuts we’re alright.’ Wrong. They quickly realize creating great online video that converts isn’t ‘easy’ & that’s why professional video production agencies exist.
In fact, many of our clients attempted DIY video before contacting us, realizing there is a certain ‘magic’ to great professional video & not everyone can do it.
In the digital world, poor quality video production gets ignored faster than you can take a breath, and it’s widely known bad video actually negatively affects brand perception.
With video being the most ‘in your face’ medium available in the social world today, it’s simply too risky to put out crappy content & hope for the best.
When you work with professional video production pros, you not only get experience, unique perspectives, creative ideas and professionalism – we are experts when it comes to working with clients on video projects that solve specific business problems and needs. At the end of the day the videos you create should help you reach & exceed your goals.
We don’t just show up with a camera, shoot and hope for the best. Our on-location process is simple, but we do take the time to understand your business goals, and design a plan and strategy for your professional video production content.
When it comes to visually capturing and broadcasting your brand… just ‘ok’ isn’t good enough. You deserve great.
- Published in Social Media Video, Video, Video Advertising, Video Marketing, Video Production
Social Media Video – Hot in 2016 🔥
Social Media Video – Hot In 2016 🔥
Social Media Video = Social Media + Online Video Marketing & Advertising. It’s popularity has been increasing incredible amounts over the past years on platforms way beyond the king of video, YouTube.
While YouTube probably pops into your mind when you think of online video, it’s definitely not the only platform embracing the massive potential for digital video content. Facebook, Twitter & Instagram have all pushed into the online video world over the past year… all in the race to grab more advertiser dollars, given the immense power social video has.
Digital video ad spend is growing at a rapid pace. According to a report from eMarketer,” 2015 State of Video,” total ad spend allocated for digital & social media has nearly doubled in the past year. 68% of marketers also plan to
increase their digital & social media video budgets in 2016.
2015 really has been a landmark year for digital & social media video. It tied with social media use overall in 2014 when it comes to average time spent/day engaging with different digital activities. In 2015, digital video finally pulled ahead.
So, what kind of devices are we watching digital & social media video on? More and more, we are using our tablets and smartphones. Tablet use has had the greatest annual growth from 2011 to 2015 @ 120%. And we’re not just watching on the go. We’re also tuning into content on our connected TVs, otherwise known as smart TVs, with an increased usage rate of 23%. The content world has been pushing in a mobile-first direction, and social media video is no different.
2016 offers businesses and brands of all sizes an opportunity to experiment with social media video marketing & advertising that’s custom-made for platforms like Facebook, YouTube, Instagram & Twitter vs trying to re-run TV spots on social platforms.
As the speed of digital marketing & advertising continues to pick up speed… it’s better to start now vs being left behind.
- Published in Facebook, Instagram-ads, Social Media Video, Twitter, Video, Video Marketing, YouTube
70% Of Car Buyers: Influenced By Online Video
The average car shopper today makes just two dealership visits in the search for the perfect vehicle. That’s because today car shoppers turn to mobile to research models, find deals, and get real-time advice.
A new Google report titled ‘5 Auto Shopping Moments Every Brand Must Own’ highlights just how important online video (& YouTube specifically) is when it comes to a car buyers sales journey. One key takeaway stat: 69% of people who used YouTube while in the process of buying a car were greatly influenced by YouTube video more than TV, newspapers, or magazines.
In the moments before they take a single step onto the polished floors of your showroom, car shoppers are making decisions and forming opinions by doing their own research online. It’s essential that you be there and be useful in these moments, if you want to be one of the two visits to dealerships they make when ready to buy. Here are the five digital moments that matter most:
No matter the source, data shows these early research moments are increasingly influenced by video. In fact, of people who used YouTube while buying a car, 69% were influenced by it — more than TV, newspapers or magazines. We’ve seen a huge increase in searches for car reviews on YouTube — everything from in-depth expert reviews from YouTube creators to more traditional industry reviewers that compare two models head-to-head in the same video. Auto review videos on YouTube have been watched more than 3M hours in the first 9 months of 2015, of which more than 1.2M were on mobile, more than 2X as many as last year.
Three of the top types of video content auto shoppers search for: vehicle test drives, highlights of features and options, and walkthroughs of the interior or exterior of the vehicle. Time spent watching these kinds of auto videos is up nearly 2X in the past year alone.
Seasonality also plays an important role. Every February, for instance, we see a spike in search interest for cars “for sale under [given amount],” possibly due to people anticipating a big tax return. Summer is another important seasonal moment. When the temperatures rise, so does interest in car shopping. Search interest for “lease deals” peaked this summer, up 20% compared to last year.
Master These Digital Moments Changing the Auto Industry
This is a time of increasing opportunity to connect with automotive shoppers. They’re researching more and adding more and more vehicles to their consideration lists. The first brand searched is the same brand purchased only 22% of the time. But, more often than not, your chance to win over a shopper isn’t just happening in person, it’s happening online — often on a smartphone, and very often with online video.
Here are three things to keep in mind to make sure it’s your brand and dealership they choose when they’re ready to buy:
Being There in Micro-Moments, Especially on Mobile
BE THERE: With the majority of the car shopping process moving online, it’s crucial that you be there when and where people are looking. Try going through each of the above steps yourself, as though you were in the market for a new car. Are you there at each step? Increasingly, that means being there when people are on the go. One in four car purchasers turn to mobile EVERY DAY to research vehicles.
BE USEFUL: Beyond being there, consider how you can best meet people’s needs at each step. If you work at a dealership, help make it easy for customers to do the things they do most, like value their trade-in, search for prices and inventory, or find your store. If you’re a manufacturer, help when people are looking for videos and images of your cars, exploring configurations and building their own, or comparing your brand to competitive vehicles. And don’t forget to make it all as easy on mobile as it is on desktop.
BE QUICK: Mobile phones have made us all impatient. We expect to find anything we need at the tips of our fingers. As a result, marketing cars is a bit like playing Jeopardy. It’s not just about who has the right answer. It’s also about who answers it the quickest. And the stakes for getting it wrong are high. If you aren’t there with the right answer, the moment shoppers are looking, chances are someone else will be.
You can access the full Google Report here.
- Published in Automotive Marketing, Video Marketing