Motion to Social

Jon Prest - December 22, 2015

At some point today, you will log onto social media and scroll down your newsfeed. Let’s go further and guarantee that, while enjoying your daily (or hourly) nose-about, you’ll see a video of some sort, be it a Vine, a YouTube link or via Facebook.

Facebook is a particularly popular platform, as Marketing Land report that the site is now serving 8 billion video views every day.

According to Cisco, by 2017, video will account for 69% of all consumer internet traffic. This means that video-on-demand traffic will have almost trebled; it’s a form of digital strategy that has been dubbed the ‘future of content marketing’. It’s easily-digestible nature and illustrative visuals take away the feeling of forced advertisement and, instead, humanise a business.

The notion of video has already taken a drastic turn. Before, the words ‘online video’ conjured up images of YouTube and searching with intent. Whereas now, we consumers don’t search for a video. We are given it. It’s strategically placed in front of us, based on our social information. Where we’re located, what we ‘like’, our frequently used words… spooky.

But, how do social sites know what I have been buying, what I have been eating and even where I’ve been and what I’ve been doing? It isn’t surprising that Interactive Advertising Bureau (IAB) recently reported that, in a survey of 300 brand marketers, two thirds are moving their budget away from TV ads and onto online video, due to prospective algorithms, contextual wording and behaviour tracking.

YouTube originally became the standard, but consequently became crowded and noisy. An estimated 300 hours of video is added to the platform per minute, according to Expanded Ramblings.

Then came along providers like Vimeo, Instagram and even Pinterest. Also, the big-player platforms Facebook and Twitter allow videos to be uploaded directly, eliminating any need for add-on links to YouTube. Having video embedded into these social networks allows them to review analytics and algorithms that help improve searching and, most of all, targeting. Their upload limit on size and length can work to our advantage when it comes to business content marketing. Facebook limits its uploads to 1GB or 20 minutes, whereas Twitter goes further to limit at 512MB or 30 seconds.

Graphic image depicting a smartphone with various social media apps

Then there’s Instagram video, limited at 15 seconds. The time restraints mean that your video must be snappy, informative and targeted; there’s a personalised feel in how fast the experience is. They can come to life with animations, graphics or info graphics. Posting useful links means that you can also allow, not force, your consumers to investigate further.

Another option is to utilise Snapchat. You can make use of their filters and editing features, creating a sense of urgency with the time restraints (remember, your ‘story’ will only last for 24 hours) to demand attention.

As mentioned previously, videos that are made to market content humanise your business. In return, it creates a trust between you and your consumers. Videos allow a chance for viewers to react and respond: comment sections generate conversation and are an easy outlet for feedback.

They allow space to change your tone to seem more approachable. For example, you can record a tour of the office, or a ‘meet the team’. Share your festivities and show behind-the-scenes with feature stories, perhaps at Christmas or when celebrating a milestone. Videos allow a peek into your world.

You can also record testimonials: potential customers or clients will trust each other more than they do you (sorry).

As well as these, there’s a whole load of creative ideas ready to be unleashed. A bonus is that they don’t have to be expensive to produce; videos can even be recorded on a smartphone and directly uploaded.

Graphic image depicting a computer monitor displaying an ascending line graph

With this, there’s a shared connection. Ooyala reports that mobile and tablet video now accounts for 10% of all online video plays, with 25% of total tablet viewing time spent with content.

Today, sometimes, the more homemade the video, the more likely it is to go viral. Hurricane Media perhaps summed it up best, as David Meerman Scott says to ‘think like a publisher, not a marketer’ to win at content marketing.

So, think of a story; let’s create a campaign, publish a video and promote your business to new customers or clients today.

Words by Tanyel Gumushan

Artwork by Antonia Caranza