Digital video marketing

VIDEO

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SEPTEMBER 2016

1. Intro to video marketing:

2. Trend in digital video marketing:

3. Top video hosting sites:

4. Video across social media:

5. Why use digital video marketing:

6. Insights around recipe video:

7. Mediamark stations YouTube video views:

CONTEXT

DIGITAL TRAFFIC

• Internet traffic is stable throughout the day from 8am to 4pm.• Access of the internet through a Personal Computer remains stable from 8am

to 4pm. • Internet access through a mobile device spikes up in the evening from 6pm to

11pm.• The South African online population spends more time on the internet using a

mobile device than a personal computer.

Source: fuseware; World Wide Worx; Effective Measure

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100,000

200,000

300,000

400,000

500,000

600,000

12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am11am12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm11pm

Internet penetration by Audience Flow

All Devices P.C Mobile

South Africa Social Media Traffic

2013 2014 2015

Facebook: 9.4m 11.8m 13m

Instagram: 680k 9.2m 2.7m

Twitter: 5.5m 6.6m 7.4m

YouTube: 6m 7.2m 8.2m

Smartphone: 13.2m 18m 19.5m

Accessed The Internet P7D: 10.1m 14.5m 16.5m

Mobile Internet access P7D: 9.2m 13.8m 15.7m

Digital TSL - Per Day

All Devices: 5h48

Personal Computers 2h13

Mobile: 3h35

It is predicted that video will account for 69% of all internet

traffic by 2017.

CONTEXT

Source: Hyperfine Media

INTRO TO VIDEO MARKETING

Video marketing can be defined in digital marketing context as all uses of video contents to promote a brand, product or service.

Videos can be used for advertising purposes by buying ad spaces (in-stream video, in-banner video, etc.) or by simply posting a video on a video platform (e.g., YouTube) and looking for viral dissemination.

Source: digital marketing-glossary; January 2013

INTRO TO VIDEO MARKETING

Finally, video can be used for educational purposes in a content marketing strategy. In this case, videos can be placed on the seller’s website or/and on a video platform (e.g. YouTube channel).

Videos are also used for showing and promoting products and services on commercial websites. For some products or services itcan help transformation.

Source: digital marketing-glossary; January 2013

TRENDS IN DIGITAL VIDEO MARKETING

Source: Karlyne Zovitsky, Conversion Advantage

Engaging audiences through live video streaming (Meerkat, Periscope & Facebook live)

Videos are popular amongst most people and as mobile connectivity and technology improves, it must be an integrate part of a marketing strategy.

Meerkat, Periscope & Facebook live are three apps that give you the opportunity to live stream videos from your mobile and share it with your Twitter community. It’s as easy as pressing ‘stream’ and instantly you are sharing an experience with your target audience.

Users can comment on your videos, and interact with it. Try and come up with creative ideas to use live streaming. You can use it for New Product Releases, Live Q & A, a Celebrity Takeover, promoting company culture or a behind the scene look.

1 Live Video Streaming


Source: Jayson DeMers Forbes DEC 29, 2015

Increased Emphasis on Branded Video Content

In the coming months, the value of branded video content is going to increase dramatically. This is due, in part, to the power of YouTube.

The popular video publishing platform rakes in more than four billion views per day, making it the second most popular search engine in the world and the third most visited website (behind only Google and Facebook.

As traffic shifts away from traditional blog posts and toward YouTube channels and dedicated video blogs, more and more marketers will embrace the significance of this evolving tactic. Branded video content will become the lifeblood of the modern digital marketer.

Branded videos can range from interviews and behind-the-scenes footage to dramatic shorts and product promos. In response to the rising demand for video content, brands will naturally begin to turn their focus toward creating fresh content.

2 Branded Video Content



Videos on Home Pages and Product Pages

While off-site videos on YouTube and other publishing platforms are valuable, you’ll see more and more video content migrate to branded URLs.

Marketers will continue to find ways to integrate video into web design and make pages less static and more immersive.

There are two specific places where video will likely surface:

Home pages. One could argue that a brand’s homepage is the most important expression of its Internet presence, which means you have to make your homepage compelling.

Product pages. On-site videos are particularly powerful when they’re placed on product pages. This is especially true in industries where products and services are complex or unfamiliar.

3 Video Everywhere



Use of Animated GIFs on Social

As many social media marketers and avid users have recognized, animated GIFs and short videos have become pervasive over the course of 2015. If you look at Twitter in particular, the majority of its best-performing content involves some kind of visual element.

This gravitation toward visual posts is based on human preferences. The average person’s attention span in 2015 was 8.25 seconds. Thus, most social media users aren’t going to read an entire article; they simply want the basics.

GIFS, or bite-sized animations, are ideal for telling stories in a short timeframe. The motion in these images also gives them an advantage in vying for attention in crowded newsfeeds.

4 Animated GIFs



Video Will Revitalize Email Marketing

Marketers will rely less on heavy text content and more on videos that encourage recipients to interact with their brands.

The key to successfully using video in email depends on the quality of the video and its length. Anything longer than three or four minutes will be overlooked.

5 Video through Email Marketing

TOP VIDEO HOSTING SITES

Source: fortunelords.comhttp://www.freemake.com/blog/top-7-free-video-sharing-sites/

Vimeo

Vimeo.com is a fast-growing platform with a quite serious traffic. Unlike YouTube, Vimeo mostly holds prof-looking videos and has three options for its users: a basic account with limitations and two paid ones with advanced options and bigger space.

Monthly Audience: 130,000,000 visitors

2. YouTube

Launched in May 2005, YouTube allows billions of people to discover, watch and share originally-created videos. YouTube provides a forum for people to connect, inform, and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.

Monthly Audience: 1,300,000,000 users

1.

http://www.freemake.com/blog/top-7-free-video-sharing-sites/


Dailymotion

Dailymotion is a French video-sharing website that allows users to view, upload, browse videos by searching tags, categories, channels, or user-created groups. Dailymotion offers a wide range of random video content: from funny animal videos to serious political reportages.


3. Twitch

Twitch is a video site for gamers. Here people broadcast themselves playing or talking about games while others watch them either live or via archived footage. You can also broadcaast or archive your gameplay, chat with other gamers and join various gaming comminities.


4.

Source: http://www.freemake.com/blog/top-7-free-video-sharing-sites/



Liveleak

LiveLeak is a UK-based video sharing website that lets users publish videos. Although LiveLeak is majorly oriented to politics, war, and other world events, users are free to post any content they want if it doesn’t violate the website policy.


5. METACAFE

Metacafe is a video-sharing website with millions of short videos. The categories are quite different: video games, sports, music, movies, and TV. The website features a special ranking algorithm that ensures that the uploaded videos are of high quality. Each video can be uploaded only once.


6.




BREAK

Break is a highly popular website mainly known for funny videos, clips, and funny pictures. Break accepts major video formats, such as AVI, WMV, MPG and MOV. All videos must be no bigger than 60MB. Break provides its users with three ways to upload videos: right from the site page, from your cellphone or you may send a video to Break via email.


8. VEOH

Veoh is an Internet television service that hosts studio content, independent productions and user-generated material. Once signed in to Veoh, you can upload videos of any length and embed them on your site or blog.


7.



VIDEO ACROSS SOCIAL MEDIA

Facebook

Native Facebook videos are favoured in Newsfeeds, and it’s no surprise that there has been an 3.6x increase in video content between 2014 and 2015.

Brands are exploring how useful videos can be in their Facebook marketing strategy and Buzzfeed’s Tasty channel is the best example to showcase the power of video content.

Tasty started as a standalone Facebook page with short videos featuring easy recipes and it now counts 65 million likes, while it has also spread to more specific pages, adding an even wider audience to Buzzfeed’s reach.

Source: https://searchenginewatch.com/2016/08/02/what-are-the-biggest-video-marketing-trends-of-2016/

https://searchenginewatch.com/2016/08/02/what-are-the-biggest-video-marketing-trends-of-2016/

VIDEO ACROSS SOCIAL MEDIAYouTube

YouTube counts more than a billion users and has seen its average viewing session rise to 40 minutes, which is 50% more from 2014.

Jamie Oliver’s FoodTube is among the most successful YouTube channels with its use of storytelling, counting 2 million subscribers who eagerly await every new video.




Snapchat

Snapchat currently counts 10 billion views daily from dedicated users who catch up with the latest creative (and ephemeral) content.

Many brands have already started experimenting with Snapchat’s unique appeal and vertical video seems to be effective on its own, as it leads to a more engaging experience.




Periscope

Periscope is another interesting platform to explore live streaming and it has already established its presence in storytelling, as more and more users (and brands) take advantage of its broadcasting services.

There is an estimated 15% of brands using Periscope, while its recent announcement of replay highlights and tweet embeds create more opportunities for branded content, whether it’s a sneak peak, live coverage of an event, or a press conference.




Instagram

The first Instagram videos had to be recorded on your phone and could only be up to 15 seconds long.

In late March 2016, Instagram announced they'd start rolling out the ability for Instagram users to upload 60-second videos. For iOS users, they added that users will soon be able to make videos out of multiple clips from your camera roll.

Thanks to these changes, marketers can use the Instagram app to relate with their fans and customers, to communicate their business' personalities and brand stories, and to express artistic creativity.

Source: http://blog.hubspot.com/marketing/instagram-video-examples#sm.0000qprwb2eikejrz8113ct2jqdfk

http://blog.hubspot.com/marketing/instagram-video-examples#sm.0000qprwb2eikejrz8113ct2jqdfk

WHY USE DIGITAL VIDEO MARKETING

Source: https://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online

By 2017, video will account for 69% of all consumer internet traffic, according to

Cisco. Video-on-demand traffic alone will have almost trebled.

https://www.theguardian.com/small-business-network/2014/jan/14/video-content-marketing-media-online



When it comes to potential reach, video is peerless.

YouTube receives more than one billion unique visitors every month – that's more than any

other channel, apart from Facebook.

One in three Britons view at least one online video a week

The success stories of videos that have gone viral are legend. A recent campaign from

Volkswagen, for example, saw a trio of its videos viewed a combined 155 million times.

If such numbers seem out of reach for companies without 12-figure revenue streams,

they at least demonstrate video's inherent shareability.

Engage viewers and they will share the video with others. They will spend longer on your

website and more time interacting with your brand. For any social media campaign, any SEO exercise, video is without doubt one of the best

tools in the kit



If a picture paints 1,000 words then one minute of video is worth 1.8 million, so say Forrester's researchers.

Little wonder then that Axonn Research found seven in 10 people view brands in a more positive light after watching interesting video content from them.





With online video quickly becoming a key means for people to satisfy their information and entertainment needs.

Video is the future of content marketing. That is, if it's not the here and now. Various studies show more than half of companies are already making use of the medium – a

figure that's predicted to rise as more and more realise the possibilities.

Nielsen claims 64% of marketers expect video to dominate their strategies in the near future. It's not difficult to see why.


MEDIAMARK STATIONS YOUTUBE VIDEO VIEWS

Source: YouTube

Kaya FM YouTube Stats

Views: 12,6m

Likes: 58,342

Shares: 50,895

Subscribers: 22,483

Average Visit Duration: 7mins 21secs

Jacaranda FM YouTube Stats

Views: 9,7M

Likes: 31,199

Shares: 24,943

Subscribers: 10,013

Average Visit Duration: 2mins 08secs

MEDIAMARK STATIONS YOUTUBE VIDEO VIEWS

East Coast Radio YouTube Stats

Views: 3,5m

Likes: 6,645

Shares: 3,347

Subscribers: 2,218

Average Visit Duration: 1min 40secs

Smile 90.4FM YouTube Stats

Views: 10,450

Likes: 40

Shares: 33

Subscribers: 96

Average Visit Duration: 1min 09secs

Source: YouTube

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Digital video marketing

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Transcript of Digital video marketing