In our technological (read: hand-glued-to-smartphone) age, video is consumer content of choice. In 2015, mobile video watch time has surpassed desktops. YouTube’s video app is second only to the Facebook app for unique visitors, while Facebook itself is increasing its own video content formats. Video has well and truly moved on from prime time and firmly established itself as an all-the-time mode of content.
While video will increasingly be the mode of choice moving into 2016 and beyond, this isn’t to say you can put anything in front of the camera and expect results. Video content, like all content in your marketing strategy, should be precisely curated and thought out in order to achieve your overall business goals.
Google data has revealed that “67% of millennials agree that they can find a YouTube video on anything they want to learn.”
Part of your video strategy should be to provide your target market with useful information, answering the questions they want to know. This also means making sure you are there when they start to look for you.
This year has seen a surge of ‘how to’ videos, with “Searches related to ‘how to’ on YouTube growing 70% year over year.” With more and more consumers turning to their smartphones for the answers to their questions, it’s imperative that you are producing content for this line of searching.
A string of successful brands including, Home Depot and Sephora have utilized this market by producing their own how-to videos. Now, when consumers search ‘how to create winged liner’, Sephora has a video to help. In fact, over 60% of Sephora’s online videos are made up of how-to videos because they know that they add value to their audience.
Gone are the days of one-size-fits-all – actually, I’m not even sure that ever worked, but it is especially relevant today. With the rise and fall of social platforms comes more marketing opportunities and it is tempting to spread your reach as far as possible by recycling content. I get it, video can often chew through a considerable amount of marketing budget and you want to make the most of it.
However, you wouldn’t expect to see the same text content on Facebook, Instagram, websites, emails, and YouTube. Granted, some can be similar, but I think it’s quite clear that each platform affords its own style and social norms. While a one to two minute ‘meet the team’ video, sharing the story of your company, may be appropriate on your website it will not be possible or, at least, have the same effect on your Instagram post. You may wish to share the same message, but the actual content, tone and style must be tweaked.
Sephora utilized YouTube trends to create content that was relevant to users right now. They even teamed up with other YouTube creators to develop content that was in keeping with the feel and look of YouTube that users were used to.
Video is undoubtedly able to capture stories in a unique and engaging way. Movies and television shows are still extremely significant in our western culture despite its move away from a physical television and cinema to an online format. While the story is arguably the most important aspect of content marketing, no one says you have to tell the story every time.
Brands are continually finding new ways to collaborate with consumers, sharing user-generated content linked inextricably to the brand. Sephora collaborated with other YouTube users, GoPro famously utilizes videos captured by their own consumers and Mountain Dew partnered with YouTube Star Devinsupertram for a series of stunt videos. These videos intersected perfectly between the individual brand message and the content needs of the audience.
This same tactic is utilized when you share the story of a happy client. People naturally gravitate towards stories and having someone share how meaningful your brand is to them will have a lasting effect.
For more tips on how to create an effective video strategy contact Surf Pacific today!