I will venture to say the power of video is experienced and related to by every consumer. Today I can not get on Facebook without getting sucked into at least one video. In fact I have noticed how videos demand attention by automatically playing when I scroll through my feed. This was something I could somewhat ignore but now video marketing has gotten even smarter and it has been driving me crazy! Now videos on Facebook are accompanied by subtitles so when I scroll through my news feed I allow my self to “quickly” read a few words while the video is play just to know what it is about. The marketers are successful in the fact that I then get sucked in to the video. Video marketing is so successful because videos are entertaining.
The article titled The Rise of Social Media Video Marketing does more then talk about the importance of video but focuses on the increase of popularity and how to standout from other video competition.
YouTube
YouTube has been the platform for video for several years, however it is being taken over by the video content on Facebook when it comes to marketing.
“300 hours of video content are pushed to YouTube every minute”
Facebook today in fact is the best way to reach customers and fans with video. The newsfeed on Facebook is concentrating a lot of its resources to video content for sales and direct response. It is smart for markets to target Facebook when engaging in video marketing because Facebook is full of consumer data. Just like ads are targeted to the news feed based on what the consumer searches on the internet, so can videos. Not only can a company target a video to certain customers but Facebook can infer through data the interest of the consumers. The article gives the example of a cat video comparing youtube and Facebook. With youtube the user searches for the cat video and gets an ad before the video plays. However with Facebook the intelligence in the data system knows the customer likes cats and plays the videos on the feed.
I have not been on twitter for a couple years because of what the article describes as “The increase of noise while the amount of meaningful engagement has dropped.” Therefore the key to video on twitter is to engage with the target market through video, for example responding with a video.
Snapchat
Snapchat creates urgency because the videos only have a one second to twenty-four hour range of time to be viewed. The urgency matched with the creativity of drawing on the pictures can really draw customers. Of course with snapchat there is also the discover and news space that draws users in to watch the videos that are displayed.
Spotlight: ROLL Recovery
ROLL recovery is a outdoor gear company that as innovated a way for runners to roll out their legs after a run. This sounds simple but this $100 recovery tool is sweeping the running community and is becoming a must have, all the pros have them so why not? This company I follow on Instagram, a social media market that the article above did not hit on but one that I know to be another tool.
ROLL recovery not only stays up to date with pictures of pros and running legends using their product but also does an amazing job with video. About one out of five posts are a video and show the benefits of there product by first time users and top runners. Sometimes in the video it might just show known runners throwing down a hard workout and then implying they then recover with their product. With a sport like running the company does a good job of taking the emotional appeal to the product.
The Digital Age of Marketing 