“The play button is the most compelling call to action on the web.”–Michael Litt
That Michael Litt guy is a genius.
Mr. Litt is the CEO of Vidyard (a software company, headquartered in Canada that creates software to host and analyze video performance). And he’s right. Nothing is more inviting online than a play button.
Did you notice not too many people watch much TV anymore?
Here’s an excerpt from an article written very recently (Sept 2) by Mr. Litt himself.
“Five years ago, if someone had asked marketers about their use of social media technology, only about 20 percent would have said they were invested there, too. Look how far social has come. Just about every company now has a person, if not a team, dedicated to social. We’re already starting to see the same thing with video, and adoption is hitting an exponential curve.
Video is poised for huge growth in both B2B and B2C marketing. That’s what I see in all the other data and anecdotal evidence about video. My own company has seen 1,000-percent growth in customers using video platform technology in the last two years. Last year, a joint report from the Content Marketing Institute and MarketingProfs found that video ranked higher than white papers, infographics and research reports for content marketing, and was up 6 points over 2013.
And that doesn’t even take into account the big picture statistics on online video. Internet prognosticator extraordinaire Mary Meeker predicts that, by 2017, 74 percent of all internet traffic will be video. Facebook, Twitter and LinkedIn have all made bets on video recently.”
It seems Mr. Litt is confident that online video use will continue to surge.
YuMe, a digital video brand advertising company, headquartered in California, wrote this study in 2011:
Comparing statistics between the number of people watching TV and watching online videos, it is apparent that more people, in all possible demographics, have started to watch videos more online than on TV.
In this infographic (released in 2013), we can see that the popular online video platform YouTube had viewership increased by 3.8 hours per American. Even in mobile video, it seems that YouTube has won people over cable television. These statistics are of course understandable given that internet availability and accessibility surged as well in the last five years.
Here’s a question for you: how much time do you think we really spend with our eyes transfixed on a digital display?
Go ahead and think, we’ll wait.
Have your answer?
According to the infographic below from PGi, most people spend five hours on their computer or laptop each day, which is a noticeable upswing since 2010 when the average was three hours.
The typical person also spends four hours watching television and just over two hours on their smartphone or tablet. Nearly 50% of the time spent on these electronic devices is dedicated to entertainment, such as streaming TV shows and movies or listening to music.
Another interesting note in the stats above is that almost 85% of people who subscribe to cable and satellite services also like watching online videos. This means that these people like to have an option to watch the shows that they want, whether they are at home or when they are mobile.
Younger internet users are twice as likely to post and share videos online than their older counterparts. Pew found 41 percent of 18- to 29-year-old internet users and 36 percent of those aged 30-49 post or share videos online, compared with 18 percent of those over 50.
“Online video consumption continues to be concentrated among the youngest online adults, and those with higher education and income levels, but over time it has grown substantially among virtually all groups of online adults,” report author Kristen Purcell said in a statement.
As of 2009, comedy and educational videos are among the most widely viewed video genres, with more than half of online adults saying they watch those categories.
Music videos showed the largest growth in viewership between 2009 and 2013, from 32 percent to 50 percent.
Some 12 percent said they watched adult-themed videos — 25 percent of male internet users and eight percent of females.
Among those who post or share videos online, 35 percent said hoped or believed this would go “viral.” Just five percent of those who have posted said they had regrets about at least one of the posted items.
It is perhaps predictable that teens watch more videos online than adults. Having more free time on their hands, teenagers can easily get their phones and watch their favorite YouTube music video or movie online.
Hulu and Netflix users are streaming content across an array of devices, with the PC still being the most popular. But it’s otherwise sobering to see the array of devices being used to watch video content.
Nielsen also reports that “84 percent of smartphone and tablet owners say they use their devices as second-screens while watching TV at the same time.” These ‘power’ users can do a wide range of things while watching TV — all of which begs the question of the continued impact and effectiveness of TV advertising.
Anyone with a Twitter account would remember that earlier this year (January), Twitter has sent a notification that they can now capture videos via their Twitter account. Twitter has realized the value of posting videos.
Facebook gives you the ability to target consumers like we’ve never seen before in digital.
And Facebook knows: they’ve added features in the last few months that point out they are increasing the amount of attention they give video: view count, embedding options, video for website conversions. This means there is more to come.
But while Facebook should be an enormous priority, don’t ignore the other social channels that might be more in-tune with your brand. There are a ton of other social channels to be creating video content for that offer what marketers love — reach and attention.
I’ll go into a couple of the biggest ones.
Twitter’s new video product that was released late January has changed the way I use and consume the platform. Video on Twitter truly is social and the best way to use Twitter video is by connecting and engaging, rather than just pushing. As Twitter has grown in size, it’s become a listening platform. Five years ago, I could send a tweet and get more engagement on it than I do now. I had less of an audience, but the audience was paying closer attention. It was more serious. Now the amount of information and users on that platform has gotten so intense that it’s hard to have that same engagement. It’s hard to get anyone’s attention.
That’s why in this game, the real way to win with Twitter video is through engagement – using it as a “pull” rather than a “push.”
The truth is, people respond to effort. When a celebrity favorites your tweet, you get excited. Someone you admire likes a photo of yours on Instagram, it makes you feel good. Because, in reality, it’s not about the 100th of a second it takes to double tap that photo — it’s about the fact that they looked at your profile. They chose a photo. They saw it. And they “liked” it. That interaction, which takes all of 5 or 6 seconds, really touches people in a way that is unique to the powers that be on social.
With Twitter’s new video feature, they’ve been able to take that feeling to the next level.
All you have to do is log in and engage. Reply to a tweet using the camera option, select video, and start talking. It takes me nine to twelve seconds to make a video and reply, but those extra seconds hold a lot of meaning. Not to mention it’s more personal, visual, and we are living in a world where the visual is often regarded as a better engagement than the written.
There’s also more room to set the tone. A lot of things can get lost in a tweet. I might say “thnx” but that person isn’t 100% sure what my tone really was. But with Twitter video, the message comes across loud and clear.
It’s fifteen seconds of your attention on one person instead of two seconds. Do you know how much that means? Time is so incredibly precious to people. We are in control of it and we hate when it’s wasted. But you know what we value more? When someone else decides to lend their most precious asset to us.
That is what excites me most about Twitter video. Giving time to people. More time. Personalized time. And that is awesome.
Snapchat is huge right now.
More than 60% of U.S.13 to 34 year-old smartphone users are Snapchatters. They now have more than two billion video views a day. And there are a few interesting things about Snapchat as a platform when it comes to how it works.
Snapchat gets your undivided attention because, in order to view a video, you have to have your finger on the screen. (edit: since this article, Snapchat has changed this feature. Read more about it here.)
It’s also one of the only platforms in which you can draw creative on top of the video, making for some awesome Snapchat exclusive artists like Shonduras.
Most importantly, videos have a maximum life of twenty four hours, or less if the users chooses to make it so. A video can last down to a second. The urgency to see something before it disappears can be a huge factor. I had a very successful start on the platform by Snapchatting users telling them to screenshot the snap before it disappeared and post it to Twitter to get a reply from me. People respond to that urgency.
And now, marketers are getting really serious about Snapchat as a platform to reach an enormous number of people due to some key changes Snapchat has released. Earlier this year, Snapchat launched the Discover section of the app. It’s a feature that allows users to receive content provided by media companies. Current participants include National Geographic, Vice, ESPN, and more. Eleven participants in all. It’s a very serious play on the company’s part because it puts it in a very aggressive place with the overall user interface of the app. It completely changes how the app is both perceived and used.
It’s a pity the author of that article didn’t comment more regarding Instagram. Instagram can also store 15 seconds of video, so perhaps that short video can also provide the same experience as Twitter.
But it seems that more celebrities are more likely to comment or favorite your video tweet than like your video on Instagram, based on the article above.
Instagram is very popular among teens but in reality, it’s more of a photo platform than video. However, according to this very recent news (Sept 3), it is apparent that Snapchat is going to be the winner.
In just three months, Snapchat has doubled the number of video views it gets per day to 4 billion, a spokeswoman for the social media app said. That puts Snapchat on equal footing with social media giant Facebook, which announced it hit 4 billion daily views in the first quarter of this year.
“Marketing is too important to be left to the marketing department.” – David Packard
There is a hit TV series on AMC called Mad Men that focuses in the advertising world. The title is a term coined by a group of men in advertising/marketing several decades in New York City who did not want to call themselves ‘Ad Men’ for fear it would be misconstrued or misheard. Thousands called the term genius.
Decades ago, people began to realize the value of marketing, and in the past 20 years, various industries have changed the way they market to current and potential clients. Continue reading to see how the marketing industry has dramatically changed.
If you are not yet on the level of ‘marketing expert’, here is a YouTube video by Steven Van Hook, Ph.D., that can help you understand the basic terms and concepts in the power of marketing.
People are actually more familiar with the term advertising, which they think is interchangeable with marketing. But, there is a difference.
You will often find that many people confuse marketing with advertising or vice versa. While both components are important, they are very different. Knowing the difference and doing your market research can put your company on the path to substantial growth.
Let’s start off by reviewing the formal definitions of each and then we’ll go into the explanation of how marketing and advertising differ from one another:
Advertising: The paid, public, non-personal announcement of a persuasive message by an identified sponsor; the non-personal presentation or promotion by a firm of its products to its existing and potential customers.
Marketing: The systematic planning, implementation and control of a mix of business activities intended to bring together buyers and sellers for the mutually advantageous exchange or transfer of products.
So basically, marketing is like a general-main topic while advertising is the specific subtopic.
Howard Schultz, the Chief Executive Officer and chairman of worldwide-popular Starbucks said that “Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and more money on training our people than advertising.” If you think about it, spending more to train your employees is effectively still promoting your company, and in turn a marketing strategy.
The Importance of Marketing for the Success of a Business
The heart of your business success lies in its marketing. Most aspects of your business depend on successful a successful marketing campaign. The overall marketing umbrella covers advertising, public relations, promotions and sales. Marketing is a process by which a product or service is introduced and promoted to potential customers. Without marketing, your business may offer the best products or services in your industry, but none of your potential customers would know about it. Without marketing, sales may crash and companies may have to close.
Spreading the Word
For a business to succeed, the product or service it provides must be known to potential buyers. Unless your business is known in the community and have communication with your customers readily available, you have to use marketing strategies to create product or service awareness. Without marketing, your potential customers may never be aware of your business offerings and your business may not be given the opportunity to progress and succeed. Using marketing to promote your product, service and company provides your business with a chance of being discovered by prospective customers.
Once your product, service or company gets on the radar of your prospects, it increases your chances that consumers will make a purchase. As awareness becomes a reality, it is also the point where new customers start to spread the word, referring friends and family about this amazing new product they discovered. Your sales will steadily increase as the word spreads. Without employing marketing strategies, these sales may not have ever happened. Without sales, a company cannot succeed.
Sales are the chief goal of businesses. This is a fact. Otherwise why go in business at all? And one of the keys to higher sales is marketing. People have been using this key for the past decades and in the past 20 years, it has changed industries, it has changed the world.
1995 – It’s only a retooled operating system, but Microsoft Corp. turned the introduction of Windows 95 into a global event. The company backed the product with a TV ad blitz (from Wieden & Kennedy) rocking with the Rolling Stones’ “Start Me Up.”
Microsoft staffers around the world hyped the product with publicity stunts — bathing the Empire State Building in Windows 95 colors, painting the logo on fields in the U.K., floating a four-story-high Windows 95 box in Sydney’s harbor.
The world was primed when Windows 95 appeared, with media covering the debut at 12:01 a.m. Aug. 24, 1995, in stores around the globe. “This is a historical moment,” Microsoft executive Brad Chase told Ad Age minutes before a store opened at midnight near Microsoft’s suburban Seattle headquarters. “I don’t want to be too melodramatic, because it is only software. But it is pretty amazing.”
1998 – The nation’s top four cigarette marketers and 46 of the 50 United States signed the Tobacco Master Settlement Agreement, settling lawsuits states had brought against the industry to recover tobacco-related health-care expenses.
The four companies — Philip Morris, R.J. Reynolds, Brown & Williamson, Lorillard — agreed to pay an estimated $206 billion and to put limits on marketing. (Reynolds and B&W have since merged into Reynolds American.) As part of the settlement, participating tobacco makers agreed to many ad curbs.
2003 – Apple was named marketer of the year by Ad Age based largely on the success of its iconic iPod. Apple introduced iPod just weeks after 9/11 while the nation was still slumped in its 2001 recession.
And it was Steve Jobs’ marketing genius that made it happen. Here is a transcript of Job’s marketing strategy:
“To me, marketing is about values. This is a very complicated world. It’s a very noisy world. And we’re not going to get a chance to get people to remember much about us. No company is! And so, we have to be really clear on what we want them to know about us.
Apple has been one of half-a-dozen best brands in the world; right up there with Nike, Disney, Coke, Sony. But even a great brand needs investment and caring if it’s going to retain its relevance and vitality. The way to do that is NOT to talk about speeds and fees. It’s NOT to talk about bits and mega-hertz. It’s NOT to talk about why we are better than Windows.
The dairy industry tried for 20 years to convince you that milk was good for you. It’s a lie, but they tried anyway. Sales had been slumping for years. Do you remember the “Got milk” campaign? Sales rose after the campaign launched. “Got milk” wasn’t even talking about the product. In fact, it focuses on the absence of the product.
But the best example of all, and one of the greatest jobs of marketing that the universe has ever seen, is Nike. Remember, Nike sells a commodity. They sell shoes!!!
And yet, when you think of Nike you feel something different than a shoe company. In their ads, as you know, they don’t ever talk about the product. They don’t ever tell you about their air soles and why they are better than Reebok’s air soles.
What does Nike do in their advertising? They honor great athletes. And they honor great athletics. That’s who they are, that’s what they are about!
Apple spends a fortune on advertising – you’d never know it. You’d never know it!
So…when I got here, Apple just fired their agency and there was a competition with 23 agencies that…you know…four years from now we would pick one. And we blew that up and we hired ChiatDay, the ad agency that I was fortunate enough to work with years ago and created some award winning work including the commercial voted the best ad ever made, 1984 (by Advertising Professionals).”
For the video and for the complete transcript, go to YouTube: https://www.youtube.com/watch?v=kshIWIc15yg
2004 – Google (founded in 1998) held its initial public offering. They wanted to be the premier search engine ahead of Yahoo!, Bing, and a dozen others you’ve never heard of. Today, if Google changes an algorithm in their code or offers updates on their products, the world takes note. (Also in 2004: Harvard undergrad Mark Zuckerberg started Facebook as a place for his fellow students to connect.)
Google market cap today – $177 billion – is more than the combined value of Disney, News Corp., Time Warner and Yahoo. Facebook is still private.
2004 is also the year that marks the start of a revolution for Marketing. 2004 has changed Marketing forever, for it is the year when social media (specifically Facebook) was born.
There have been some great posts on the Econsultancy blog discussing the changing state of Facebook and the reach of organic and promoted content, as well as the options available to advertisers.
Edwyn Raine recently wrote ‘the combination of a variety of advert formats and a highly affordable media network make it gold dust to reach new customers.’ Essentially it’s a good way to educate potential customers as to your offering.
Pricing is a particular bonus of Facebook advertising as Facebook’s model is to promote good content that customers are interested in. That means, the better your ads perform, the higher click-through rate, and the lower the CPC.
Add to this increasing costs in AdWords and Facebook is tempting lots of people in to play. First quarter results saw Facebook’s profits at $642m. As you can see from the chart below, ads are on Facebook.
Starting in 2004 onward, the presence of marketing keeps changing the internet industry each year. But it was around 2011 that marketers started to realize the power of social media. At that time, 1 in 2 Americans owned a smartphone. It was also around that year that internet usage of teenagers surpassed the time they spent in watching television.
As you can see, marketing online has been very effective. To get 46% of your channel users to be your customer is not bad. Social media has rapidly integrated itself into our everyday lives, both personal and professional, and it’s perhaps had no greater impact than on the world of marketing, with consumers and brands seeing enormous benefits and changes.
But how does social media compare to traditional marketing? What are the pros and cons of each?
The advantages of social media marketing are numerous…
-It’s cheaper. A lot cheaper. You can reach 1,000 people for a fraction of the cost using social media than you can through television, billboards or even email
-Social media is the only marketing platform that allows you to engage and interact with your consumers – it’s a two-way relationship, which can be hugely lucrative for brands
The results are measurable, and marketers can take immediate action to spot trends and re-align campaigns
It’s not all gravy, though. Social media campaigns can be time consuming and the impact can disseminate very quickly, whereas traditional marketing campaigns, certainly in television, can produce short term results that have greater tangibility.
We mentioned earlier that in 2011, the number of people who prefer the internet than watching television increased.
In October 2012, Felix Baumgartner took a leap back to Earth from 24 miles off the surface as part of a Red Bull promotion.
In one fell swoop, Baumgartner became the first person to break the sound barrier without any vehicular help — and Red Bull took over the internet, with a full eight million people watching live and blowing up the social networks.
The stunt marked a new era in advertising history: the commercial didn’t interrupt the event, it was the event.
As Marketing continues to change industries,
marketing itself will continue to EVOLVE.
How to Incorporate Video into a Marketing Strategy
There are many ways to incorporate it into a content marketing strategy that works for your business:
>>Re-purpose that blog post that was really successful into a video.
>>Interview people in the industry.
>>Have a CEO or executive talk about the purpose or motto of the business.
Now that the video is created, however, the question becomes where should it be posted?
Posting on Facebook
Why might someone choose to post a video on Facebook?
>>>>Everybody else is doing it. A Marketing Land article looks at a survey conducted by SocialBakers that shows more and more marketers are bypassing YouTube and posting straight to Facebook. If the competition is doing it, then it is smart to follow in suit.
>>>>While it is harder in general to break into the Facebook game organically, videos are more likely to be picked up organically on the site than other content.
Posting on YouTube
Why might it be a good idea to post a video on YouTube?
>>>>Many experts suggest that it is the best option.
>>>>YouTube has become the second largest search engine out there.
>>>>It is owned by Google, which means it might be ranked higher.
>>>>It is cheaper because it is hard to break into the Facebook world organically.
>>>>People tend to watch YouTube videos longer than Facebook ones.
Posting in Multiple Places
There are great reasons to use videos in marketing campaigns, and those benefits can be realized in most public places they get posted. However, why choose one?
The real answer to the question of where a video should be posted might just be wherever other content is being posted. In other words, put videos on Facebook and YouTube.