Sep 14, 2016

Online Video: If you are going to do it, do it right!

 

Online video is one of the most powerful tools in a marketer's arsenal. However, if your campaign is going to be successful, you need to offer more to your customer.

Over the last couple of years, we have seen a barrage of statistics that are constantly fired off by marketing experts on the importance of online video. To add to the onslaught of stats, Cisco recently predicted that 80% of all web traffic will be video by 2019.

Facebook’s Mark Zuckerberg predicts that 90% of all social media content will be motion pictures by next year. The social network is recording 100 million daily video views and, with the increased use of live streaming, the interactions with video on the site looks set to grow further still. A recent post on the social network’s corporate blog observed:

"People spend more than 3x more time watching a Facebook Live video on average compared to a video that’s no longer live. This is because Facebook Live videos are more interesting in the moment than after the fact."

How can you get started?

Not only are users consuming more video content, they are also expecting to be able to interact with brands in real-time.

These changing expectations are forcing many companies to re-think their understanding of the corporate video. The days of tedious footage of companies spouting their corporate credentials are now over. The modern day consumer demands a more authentic experience and your video won't engage unless it provides some other value aside from promotion.

Professionals in the electrical industry are crying out for product information, clarity on regulations and inspiration to take their business to the next level. Video is a great medium to meet these needs and build stronger relationships with your installer customers.

If you are wondering where to start, one the most effective videos you could go for is a case study or product review. This could simply be a video of a typical end-user putting your company’s products to the test. By showing how the product/solution meets a certain technical requirement or saves time on an installation, you are demonstrating how you have developed the product around the installer's needs.

View an example here.

Social video

When considering the role of video in your marketing plans going forward it's important not only to consider the content but also what you are trying to achieve. If brand recognition and product promotion are your priorities then social video is the way to go.

Put simply, social video is video content designed to be seen (and shared) on social media platforms.

Effective social videos tend to be short (no more than 2 minutes) but it does depend on the content. They do, however, need to grab the viewers attention from the get go, offering need-to-know information or strong emotional stimuli that stop them from scrolling past your post.

When executed well, the potential reach of these videos in digital space is massive. However, social video doesn’t need to ‘break the internet’ to be deemed a success. When you are primarily communicating with an engaged community of technical professionals, a well-targeted video that generates high-quality interactions and shares through peer to peer recognition is the holy grail.

How could you use video?

  1. Provide greater impact to your next product announcement with a short video showing the features and benefits of the product/solution in situ.
  2. Why not turn your next conference, user group briefing or product launch into a mini-documentary? Conference speakers are a wonderful source of opinion on a subject. Audience members pose great questions. Live events can be packaged into 10 minute online programmes that can be valuable into the future. . Watch an example here.
  3. Better yet, stream your event live on social media.
  4. Explain and educate thorny technical issues and your audience will respond with loyalty. If you can cover different topics, in short, concise episodes you can build a library of valuable, shareable content.
  5. How better to show how quick and easy your new solution is to install then showing a live installation to your potential customers on Facebook Live or Periscope?

For more information on our in-house video packages contact your local country manager.


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