In recent years it is the YouTuber and the v-blogger that have taken the top spots of internet influentials. Why? Because video has captivated the masses in a totally new way, but what it is about video that has changed the way sales and marketing need to operate? Read on to find out…
Video has taken over. The average UK online consumer watches almost six and a half hours of YouTube videos every month, but we can break that figure down even more by looking at different ages. While 87% of UK 18-24 year olds watch online short-form videos regularly, 59% of UK consumers aged 55 and over have also watched online video in the last six months. This tells us one incredibly important fact for the future: everybody is on this.
This latest development in blogging and content creation is not just a fad, but a major revolution which is growing all the time, with 34% of UK consumers saying they’re watching more online videos now than they were a year ago, and 37 million UK consumers watching YouTube videos every month – that’s 78% of the internet population. So, what do we do in the marketing world? We turn our hand to it!
This is an opportunity to connect with the modern consumer that we cannot miss, but what is it about video that makes it so popular? And what benefits can they bring to your business?
Popularity Means Engagement
You would be hard pressed to find anybody that could argue with the figures above, but when you look at the advertising figures combined, it’s even more irrefutable. For example, 72% of ad agencies say online video advertising is as effective, if not more effective, than television.
The popularity of YouTube and the increasing number of viral videos (whether ad-based or not) has exploded over the past few years for many reasons. YouTubers can range from avid gamers to frequent complainers, foodies to fashionistas. The point is, all the videos fill a need and connect with the user on a personal level. Whether that takes the form of a girl with bad acne giving weekly videos on beauty tutorials, a gamer who uses his outrageous personality to engage the audience, or even a public speaker posting videos about motivation and being successful in the business arena, they provide something for nothing.
What is more, the key element to take away from YouTube is the personality. People enjoy watching them, they actively search and subscribe, which is why the related adverts perform much better. If you are a regular purveyor of YouTube, then you’ll know how difficult it is to watch a channel or video without noticing them. However, the advert is dependent on the video and is therefore targeted to that user and their profile anyway, hence, the videos are more noticeable and have a higher click-through rate because that user is more likely to be genuinely interested.
Storytelling Means Memorability
The ads that are the most successful are undoubtedly the story-teller videos. People have been telling stories since we learned to talk, people like to engage with one another, witness something emotive and then pass on information to others, which is why you can take advantage of this in marketing. There are usually two formats which work the best: emotional and confusing.
The BT Family series is a great example of an emotional advert which evokes a personal response. Running for more than a decade, the BT Family went from a single guy meeting a woman with two children, to getting pregnant, moving house, and planning a wedding, with the clever insertion of the public voting for which dress Jane should wear, what car should drive her to the church and so on. By replicating a typical family, the struggles they encounter, and how BT could help them at every stage, they managed to insert the product and service into the advert without the viewer realising. They even adapted to the student market by evolving the story to following the son character to university.
There are so many strange adverts nowadays that the viewer has taken to second guessing what an advert is selling, which is why the confusion technique works well. By intriguing the viewer and making them want to find out what you are selling, only revealing the product at the end, you have impressed them with the intelligence behind the video, the creativity and the unique approach, meaning you will stay in their mind. A fantastic example of this is I saw recently was this one about “
Did you guess? I certainly didn’t, but by replicating someone being lonely, they connect with the viewer and make them want to find out his story and for him to be happy. By the end, they won’t forget the company that made them think.
All Forms Means Individuality
Finally, the scope that video offers for creativity is enormous, meaning you can have real individuality for your company and set yourself apart. If you can come up with a viral ad (which may be difficult but not impossible) your engagement and memorability will sky-rocket. Most of them go down the humour route, or the intrigue route as we saw with “Mr W”.
I have talked in the past about consumer trends that have affected the way people engage in the eCommerce process; if you can be more personal in your approach, you are appealing directly to what consumers want – and don’t forget about the benefits that come with that. UK consumers share an average of 5.5 online videos with friends and other people per week, so imagine the ripple effect behind a good video for your company.
Don’t underestimate what video marketing can do for you. No matter what the size, every single business has a story to tell, so let that be the main focus of the message to your target-market.
Take advantage of the popularity of video; research what your competitors are doing in this field, and if you can’t find any, beat them to it! There is no end to the potential here, and your story could be the one that they remember over anyone else. Above all though, you must be individual – whether it is by humour, professionalism or emotive story-telling, come up with a strategy that not only represents your company and the image you want to portray, but that appeal to with your audience and will be something they want to watch and engage with.
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