According to prognoses, in 2017 video will constitute 90% of content added online. Basing on data from IBM Marketing Cloud, we may state that the big change began in 2015. From April to November, the number of views of video clips on Facebook doubled – from 4 to 8 billion hits. We are witnessing a clash of the titans – Facebook vs Youtube. New sites are coming too, for the benefit of both private users and advertisers.
Why does video dominate? It turns out, the key to this question lies in our biology. 90% of information that reaches the brain is visual content, which is processed 60 times quicker than text – this is why we prefer photos, and react best to videos.
In 2015 Facebook proved that it is up-to-date, allowing to post videos directly on the site, and introducing – like YouTube – Film 360. This technology is interesting because it allows the viewer to enter the scene. A spherical clip is recorded with a set of cameras, hence it can be watched from different perspectives by rotating and moving the vantage point. Using this technology, we are able to look around the interior of a spaceship, or appreciate Salvador Dali’s paintings as if we were parts of them – but Film 360 has tremendous potential in terms of product promotion. Already today, spherical clips from e.g. concerts appear on the Web – which is a great form of promotion for an artist or organizer. One of the first Polish 360 productions was the clip from Orange Video Fest 2015:
In order to fully utilize the potential behind this technology, all you need is a PC with Chrome installed, or a smartphone with movement sensors. – Video that the viewers can not only watch, but also be a part of, provides an entirely new smartphone experiecne – said Barbara Sołytsińska, CEO of LifeTube.
This solution can be particularly attractive for companies from the tourism, real estate, gaming and live event sectors of business.
In 2015, we also noted an increase in popularity of youtubers, probably associated with the increasing competition which demands more professionalism. Gamers are among those most notable, although just two years ago only computer game nerds heard about them. The leader is 25 year old Felix Kjelberg, known as PewDiePie, who earned 12 million dollars last year by doing what he likes, which is playing video games. An abstract sense of humour and straightforward language provided him with a following of 40 mllion viewers around the globe. Our Wardęga has a long way to go before he reaches that level of popularity. The success of youtubers gives even more opportunities for brands. So far, YT advertisements are very cheap, hence it is an affordable option that allows to reach the younger audience – though not as young as it may seem at first glance:
Salesmen know that presence in social media is already a necessity – more than 80% of buyers claim that they are more likely to trust brands that are active on social channels. And since video content invokes 62% more engagement than photos, publication of advertising clips in social media is simply worth it. There are many examples of good practices. Take a look at the case of Orabrush. A brush for cleaning your tongue is a practical tool – it reduces the problem of unpleasent smell, but it was really difficult to advertise such a product without provking unpleasant associations. The first video on YT which should how to use the brush in an amausing manner costed 500 USD, but its success was immense. This is because funny dialogue and a vlog stylization are more efficient than a traditional ad with a doctor in a white gown talking about hygiene and invoking statistics.
As for the Polish market, let’s mention the unconventional ad of a scarp metal yard from Pruszków, which acheived awesome popularity thanks to the guys’ reanactment of Aliens vs Predator by means of two old cars from the communist era. Burning vehicles and exploding TV sets helped as well.
Video content shared on facebook fanpages are a blessing especially in sectors where it is easier to presnet a product on film than in photos – for example in the manufacturing industry. Drills, jackhammers or saws are easier shown than described. Moreover, in such cases, the target group will certainly appreciate a concrete message.
The popularity of video content is currently at its peak, but in order to achieve true success, one must think how to benefit from it as much as possible – for the company and the client. IBM Marketing Cloud suggests that good video content should tell an interesting story (where the advertised product does appear, but does not take the center stage), provide answers to users’ needs by answering interesting questions (expert vlog-like stylization) or engage them emotionally (after all psychologists always said that we remember things that provoke strong feelings). Videos can be used on many channels. It turns out that even mailing campaigns with video content enjoy a 200% better CTR (click through rate).
A true hit of 2016 will be livestreaming – and not only on YT, as proven by the growing popularity of streaming portals. The idea is simple: instead of sending pics from a cruise on the Seine, we may show how Paris looks from a boat in real time. This way, we share experiences with people thousands of kilometers away, inviting them to participate in our lives. We may also watch what’s happening in remote places where we wish we were:
The first app of this kind was created already in 2013 – Vine – but it allowed for sending just 6-second video clips. This seems like very little time, but if we consider that in order to record a clip you needed to hold your finger on the screen – we could fit up to three short scenes. Marketers noticed the potential. Big players used Vine as an ad platform: General Electric, Toyota, Dove, McDonald’s. Another streaming medium worth mentioning was Meerkat, which appeared at the beginning of 2015, and Holywood celebrities fell in love with it. However, it was quickly replaced by Periscope, which provided a more user-friendly interface. This is an app that belongs to Twitter, which they bought already on its conceptual stage for 100 million USD. Turns it it was a good idea. Right after the launch, during the first 10 days, the app reaeched 1 million users, and Twitter’s stock prices increased by 5%.
Facebook could not remain behind. However, as opposed to Periscope, Facebook Mentions that allow for livestreaming are not for everyone. This is an app for musicians, actors, sportsmen, i.e.: celebrities, who whish to give their fans access to the backstage of important events in which they participate. One of the first Polish politicans who started using Facebook Mentions was Andrzej Duda, who met with Facebook users on the day of his presidential oath. The app allows to produce announcements, create a question session and, most importantly: publish content on Instagram and Twitter as well.
One should not underestimate the power of Snapchat, either. Facebook already expressed its appreciation by proposing a purchase for 3 million USD (though the owners did not agree). What distinguishes this medium is that the user group is chiefly very young people (13-24 years old), and also that all published content is automatically deleted. However, Snapchat provides 3V (Vertical Video Views) advertising, that is such that can be viewed without rotating the phone. Research published on the webstie indicates that this increases user engagement by 10 times.
Livestreaming used for marketing purposes is very efficient. Such a form of adveritising, shown in real time, is not merely a novelty that will provoke more interest for a limited time. It is a chance to build a presence of a company that does not hide anything and that is trustwothy. This is how companies build persistent relationships with their clients.