Audiovisual content floods the world in which we live, image and sound are becoming increasingly important in digital content thanks to its significant emotional content, easy adaptation, accessibility, price, authenticity and speed.
As such, companies must be transformed and the truth is that Video Marketing has more weight in the marketing strategies of this new Digital Age.
Millions of Internet users view and share videos daily, with more than 80% of Internet traffic. The prime time of online video is already on par with that of television.
Internet actions have an immediate repercussion and response, something that demands the type of user of today, patience has ceased to exist in the digital age.
The audiovisual content is easy to distribute in a multitude of sites, from specialized platforms such as: Youtube (which I will talk about below), Vimeo or DailyMotion, to personal pages or social networks such as: Facebook, Instagram, Snapchat, Periscope, Google +, or Lady Gaga or Little Monsters.
The ideal is not to give a single channel the exclusivity of a video, but it can be distributed by different platforms or social networks, for this you can use services like TubeMogul or TrafficGeyser that help you with the distribution.
The data shows that audiovisual pieces generate a great return on investment and a positive impact on brands, generate more response than text, and users pay more attention to the video before making a purchase process.
9 out of 10 Internet users watch videos of brands they like, 65% visit the web immediately, cause more emotions, share more, increase the CTR exponentially, increase conversions in landing pages by 80% and their growth is increasing .
There are a multitude of positive characteristics that we report using the video in our content marketing strategy. It is already a trend and it will be even more so to include it as part of the sales conversion funnel thanks to its authenticity.
The viewer of an audiovisual piece is active, no longer limited to see what they offer, but wants to participate by asking questions and finding answers.
Users are usually not concentrated only in one site, but compulsively do several actions at once, so it is essential to know your attention from the first second.
A user requires authenticity, credibility in a space where there is so many lies is essential.
Promoting interactivity with the user will mean greater affinity and will increase the personality of the brand, improving engagement.
With the video we get more attention from the user, they land more on our website and with greater willingness to purchase thanks to their power of conviction and credibility.
It is essential before creating a video to know the audience to create a content related to their needs or concerns that will generate curiosity, boost their emotions and consider it interesting, enhancing the brand image.
YouTube is the most popular video platform, so you have to be especially careful when including it in our Video Marketing strategy and interacting through this channel, taking care of the engagement with your audience. To increase visibility, the following techniques are recommended:
Take care of the title of the video, being descriptive and understandable.
Use metadata correctly, that is, create a suggestive headline (90 characters maximum), a description and precise and descriptive labels with keywords that best define the content.
That YouTube link to your landing page or blog, appearing in the description at the beginning, will improve your search engine positioning.
Using a Creative Commons license for video attribution improves visibility.
Including subtitles makes the video more accessible and therefore more likely to be viewed.
Generate Social Video Marketing, or what is the same, stimulate the participation of users in the creation of audiovisual content.
Creating live streaming helps improve interaction with users and makes them feel part of an exclusive.
Creating playlists within the channel increases the visibility of the set of videos.
Viral videos are Video Marketing made reality (and with a very high level of success). The virality of a video sometimes escapes marketing techniques, but it is true that there are a number of features that these videos share and that should be taken into account in the strategy if our goal is to make a viral audiovisual piece:
They are videos that generate curiosity, are ingenious and entertaining.
They are placed between reality and fiction, if there is a component of falsehood it is transmitted with a tone of humor.
Humor and fun are the most effective characteristics of virality.
They are broadcast by a multitude of broadcasting platforms, whether youtube, whatsapp, mail, web pages, Facebook, Instagram …
The possibility of transmitting live is currently a very important point if it is done efficiently, as it improves interactivity, helps the user to participate live and guarantees greater attention than previously recorded content. the viewer feels privileged of a unique moment in time.
Live streaming videos are a very economical Video Marketing solution, since there is no need to invest in production and editing, you can also edit it and share it once finished.
They suppose an extra attractive, it has greater power of seduction and attraction, it helps to generate very important values for the users as the transparency or the authenticity, help to solve problems in direct, to give advances of launchings, to make demonstrations …
Platforms such as Ustream, Facebook Live, Instagram, Periscope, Blab, Snapchat … have realized the importance of live video and streaming, so they have opted to enhance this new model of digital communication.
Not everything is positive in live video, as in all areas unpredictability can play tricks on a brand, from technical problems to incorrigible mistakes can harm instead of helping to improve the brand image, but today we can say that Video-Streaming is the best way to approach the user.
By the way if you want to know 9 reasons why making videos for your marketing is important you should read this article.