Now that the new year is here, it’s time to start thinking about the highs and lows of past campaigns. Most likely your marketing campaign includes a video element, so you want to analyze if it was a success or could have been improved.
Even if your campaign was a wild success, there is always room for improvement. With the new video trends on the horizon, it’s time to start thinking about how you will kick start your video marketing campaign to meet consumer demands in 2016. You already know video is growing...fast, but video is changing and consumers want different types of experiences from video. Here are three ways to refresh and kick off your video marketing campaign in 2016.
#1 Consider Making your Videos Interactive
As technology changes, brands struggle to find ways to connect with followers, who no longer want to consume information in a traditional way. Video overtook reading text, but watching a video still remains a passive way to learn. Brands that want to engage more with consumers, should look towards interactive video in 2016. Interactive video allows the participant to change the narrative and impact the outcome; they take an active part in the video, rather than a passive role. Interactive videos allow the viewer to be as engaged as they choose. Interactive videos can seem daunting for a company on a tight budget, but that doesn’t mean it can’t be done. The video can have a simply storyline with limited choices to begin.
The con of interactive videos is that the interactivity function does not work on iPhones yet -- but I believe that will change in 2016 as the demand grows. What counters this con is the analytics that come with interactive video, as brands can see exactly how a certain person behaved while watching. Another feature that interactive videos allow is multiple targeting. What I mean by this is that if you have two target segments, you can essentially show them the same video, as each one can choose where to take the video based on their preferences. This eliminates the need to create multiple videos for multiple target groups. I see the interactive video technology improving and expanding in 2016, and brands that keep abreast of this technology benefiting by gaining more loyal followers.
Still one of the best examples of interactive video is the following from Tippex, which at time of writing, has generated an incredible 22.2 million YouTube views (1 million of which were generated within the first 36 hours of uploading). Tippex reported that sales in Europe increased by 30% on the back of this video campaign. Warning: NSFW language.
#2 Seriously Invest in Social Video
In the last year alone, number of video posts per person has increased 75% globally and 94% in the U.S. For brands this should be no different. If over 50% of the people who sign on Facebook every day watch at least one video, then why shouldn’t it be your brand’s video? The numbers are there; people watch videos a lot via social networks.
The reason brands need to focus on social video for their video marketing campaigns is the buying power behind it. Just like interactive video, social video offers much more engagement for the consumer. And this engagement pushes them down the sales funnel closer to the buying level. IDG reports people are 44% more likely to buy the product after seeing this type of video. Video pushes them past the lead or education level to the analysis level of the sales funnel - they can easily see the pros and cons of your video and assess whether or not they would like to purchase. They don’t need to take time and ask for more information when they have your video right on their newsfeed.
Even if you’re not focused on the sale, social videos offer much better analytics for brands to understand their target market. Companies can view clicks, how many people completed the call to action, demographic information, and location in order to find out where customers are and how to target them. Different social networks changed how videos are shown, played, and loaded onto their site, so brands should pay attention to what shifts these networks make in 2016. Brands not making social videos will end up losing out to their competitors, who are engaging with the target market through this medium.
#3 Bring Storytelling to Life with Virtual Reality Videos
Google Cardboard's low price tag of $10 brings the virtual reality experience to everyone. And if we are all experiencing virtual reality videos, then brands need to listen up closely to see where this trend is going and how fast. Virtual reality videos force marketers and advertising to up their storytelling game. Instead of telling a story via text, instead of telling a story via video, instead of telling a story via interactive video, brands can have customers experience the story.
This trend is quickly becoming mainstream with Facebook leading the way in their $2 billion Oculus Rift purchase. The social giant now allows brands to post 360-degree videos, and Facebook most likely will come out with a VR headset in early 2016. The technology is here, so brands can use this to tell their story better. Video marketing, which relies on storytelling, changes in that marketers and advertisers must tell stories that allow consumers to experience their product, instead of just watch it in action.
TOMS Shoes does a great job by allowing people to experience a giving trip -- seeing a 360-degree view of a journey to Peru.
The fact that virtual reality is in the hands of everyone means marketers and advertisers absolutely should find a way to bring it into the video marketing campaign sometime in 2016. While big brands are currently leading the way in this field, soon smaller companies will be expected to adapt to it.
Refreshing your 2016 video marketing campaign can help brands take a new look at how videos are impacting consumers. Taking one of these three steps will vastly improve how brands connect with potential customers, so consider investing time and resources to one of these areas in 2016.