Video is an increasingly important element of brand communications. We all naturally are drawn to moving images – it is probably part of our DNA to keep us safe from saber-toothed tigers. Brands can develop all sorts of video to provide content that provides value to their customers and consumers. This post is intended to help you think about how to incorporate video into your marketing strategies.
Key Elements of Video Strategy
A brand’s video strategy must incorporate three elements of consumer behavior:
- Discovery: Identify the mechanisms by which consumers will find and discover video content. Develop plans for the use of paid advertising, search engine optimization, and brand social and email communities to help consumers find the brand’s video content.
- Content: Develop a content calendar that provides value to the consumer, in the form of utility (making life easier), entertainment (making life more fun) or education (making life more interesting). In some cases, the content will integrate with the brand’s promotional calendar, but there will also need to be content that is relevant at any time of year. The catalog of content needs to be deep enough to allow for repeated and in-depth consumer engagement, and it needs to be portable, should users wish to consume it across different sites, devices, or platforms.
- Context: The brand’s video content should be relevant to the channel; not all video belongs in all channels. The content calendar should be designed to entice consumers from larger-reach and/or paid channels into a deeper brand experience on a brand-owned property. Video content should be integrated into brand paid, owned and earned communications with consumers.
Who and Why?
Video consumption is growing at breakneck speed around the world; consumers see all video as content, and are more than willing to embrace and share content they find useful or relevant, regardless of source. This gives brands the opportunity to build affinity with the consumer by meeting their needs, rather than simply delivering a message. Statistics from ComScore and Forrester Research:
- 181 million U.S. Internet users watched nearly 37 billion online content videos in April 2012.
- US video ad views totaled nearly 9.5 billion, representing 1 in 5 videos viewed online in April.
- More than 200 million people in the EU7 (UK, France, Germany, Spain, Italy, Russia and Turkey) watch an average of 20 hours each of online video every month .
- Duration of average video content was 6:20; average video ad was :24.
- digital video ad spending in the US is projected to balloon by more than 250% from $2 billion in 2011 to $5.4 billion by 2016
“Online video” is becoming a misnomer. People watch video anywhere and everywhere, on whatever device and through whatever platform is most convenient. According to Forrester Research, 37 million US households currently own a connected device that enables them to watch digital video on their TV screen, up from fewer than 25 million in 2010. Media companies are beginning to package TV and online video buys together, and Nielsen and others are developing cross-platform tracking tools. As video ad networks begin to partner with TV manufacturers and cable providers, the lines between “TV” and “online” video will continue to blur, and brands will need to ensure that all brand, creative and media partners are collaborating very closely.
Where and When?
Google’s YouTube channel continues to be the #1 site, far outpacing other channels for number of viewers and the number of videos watched. Globally, YouTube has 3 million views per day with average time on the site of 20 minutes. Over 48 hours of content is uploaded to YouTube every minute.
|Top U.S. Online Video Content Properties Ranked by Unique Video Viewers, April 2012, Total U.S. – Home and Work Locations; Content Videos Only (Ad Videos Not Included)
Source: comScore Video Metrix
|Property||Total Unique Viewers (000)||Videos (000)||Minutes per Viewer|
|Total Internet : Total Audience||180,785||36,848,001||1,307.7|
|News Distribution Network, Inc.||27,005||186,956||75.2|
Video content is now being consumed in “prime time” – a big change from just 3 years ago, as shown in the solid line below.
Video viewing on mobile devices has tripled during the same time period. Using TV and online video together greatly increase the brand’s frequency of exposure to brand messaging.
Video content will be seen by the consumer as one of the brand’s products, not as an advertisement. ComScore research (March 2012) has shown that professionally produced video content and user-generated product videos are highly synergistic, driving higher levels of sales effectiveness when used in tandem. “In the campaign examined, professionally produced content and product videos drove strikingly higher lifts when used together than when either was used individually.
While marketers may already be familiar with the effectiveness of professional video content alone, these results suggest that even greater returns can be had by combining their use with authentic, user-generated content.” “We found that consumers perceived feature benefits as more believable when coming directly from the brand through professionally produced content, while the unbiased user-gen videos were more believable in verifying specific product claims, such as superiority and convenience. When used together, all of the perceived gaps get filled in and consumers become more confident in their purchase decision, resulting in better sales effectiveness from the advertising.”
The Road Map
Forrester recommends a process of content creation that is channel-agnostic until the end of the process. By thinking about all the places where a person might view content, and their frame of mind when they are within that particular environment, the same video shoot can yield several different angles for the same message, and create different “entry points” that can draw people deeper into the story.