Before we start, here are some statistics which will help you gain some perspective:
• YouTube has over a billion users, almost one-third of total internet users.
• 45% of people watch more than an hour of Facebook or YouTube videos a week.
• More than 500 million hours of videos are watched on YouTube each day.
• More video content is uploaded in 30 days than the major U.S. television networks have created in the last 30 years.
• The average user spends 88% more time on a website with video.
Unless you’ve been living under a rock for the past few years, you know that the internet has become an integral part of our lives. If you want to market your brand in a space where consumers are impulsive and have a considerably reduced attention span, your only hope is to stand out from the crowd of mundane marketers. When I say mundane marketers, I mean people who focus too much on the ‘eyeballs and clicks’ strategy. As a consequence, they have forgotten the core fundamental of marketing which is ‘to capture the imagination of the consumer’.
The internet and the rise of social media platforms has given the creative marketer a chance to stand out. A clear trend has evolved and it points categorically towards video content on digital and social media. By 2019, internet video traffic will account for 80% of all consumer Internet traffic, and if you want to be good at marketing your product, brand or service, investing in video content makes the most sense. After all, numbers don’t lie!
The transition from desktop to mobile has escalated to warp-speed. Mobile hardware and telecommunication infrastructure advancement has made it possible for people to access data, especially video content, on-the-go. As a result:
• Over half of video content is viewed on mobile.
• 92 percent of mobile video viewers share videos with others.
• 90% of Twitter video views happen on a mobile device.
• 10 billion videos are watched on Snapchat per day. Yes 10 BILLION.
(Appendix 1: The rise of Mobile Data, Appendix 2: Mobile Usage Split)
SOCIAL Media (how to keep it social):
It’s not always about stats though. At the core of your consumer lies a human heart and soul, which still responds to creative and engaging video content, and there is a well-defined strategy to digital marketing for you as a marketer. You can never forget the emotional aspect of online marketing and must engage your consumers in conversation. Essentially, the platforms that exist online today have replaced the environments of yesterday, and marketers must treat these online spaces like environments and engage in “real” conversations online.
There are many examples on how brands have taken a hit after they have said something inappropriate online (think about the Pepsi Kylie Jenner campaign or the recent Dove debacle), or even said nothing at all. You must be aware of loyalists or ‘fans’ of your brand and actively engage them in online conversation by inviting them to take part in your branding efforts (the LUGNET platform for Lego users is a great example). They will market your product for free. You can also identify influencers on various social media platforms and filter the ones whose work resonates with your core brand ideals. Then you must take steps to get them involved.
Key steps to this strategy are summarized below:
• Keep pushing brand generated video content.
• Create niche communities .
• Participate consistently in social media conversations.
B2B Online Strategy:
The trend of video marketing doesn’t hold true just for B2C, but also B2B businesses. Corporate video tutorials hosting modern and trendy content establishes that you, as a marketing expert, understand the trends in the market and that your company is up to pace with the times of digital and social marketing. 62% of consumers report to be disengaged with your brand if your video is of poor quality, and 52% of marketers now believe that video generates the best ROI for firms. If you want to be ahead of the curve while dealing with your clients, it’s advisable to shift from boring powerpoints to engaging video content. Powerpoint presentations are cheap to produce, for a reason!
To conclude, the only marketing solution in the present day is to have a comprehensive digital strategy, integrated with your offline efforts, which brings together all marketing and branding exercises, and engages the mind of your customer effectively while capturing his/her imagination.
The author, Kunwar Ankit Bhatia, is an MBA in Marketing from ESADE Business School/ Cornell University with a specialization in Digital and Social marketing and is the Head of Marketing and Sales at Tiara Motion (a platform for your digital and social media marketing needs).
Appendix 2: (Mobile usage split)