In the time of cut-throat digital competition, every brand is churning out strategies and rethinking creative plans that will strike a chord with their consumers. Gone are the days when all brands had to do was make an ad and promote it extensively across traditional media to get noticed. Even with the evolution of digital platforms when videos and hindi short films became the up and coming promotion tool, companies played it safe by simply putting video content in the form of ads on youtube, Facebook, and other channels without knowing how to make it work for them. Knowingly enough, when ‘Skip the Add’ feature was included in the medium, consumers started skipping information rather than consuming it. Therefore it became all the more integral to strike a connect with them in the firstfice seconds by understanding that exactly do they want!
Video is the biggest emotion enhancer and the best source of entertainment
The thing here to note is that very few brands got the whole significance of this powerful tool called Video Content Marketing. They understood, that emotions go a long way in creating a long-lasting relationship with customers. Happy, sad, angry, anxiety; video helps create an immediate emotional reaction, that has the power to create an instant connection between the on-screen story and the audience. This subconsciously carves a place for the brand in their heart and mind. Reports suggest that 85% of businesses regard video as an important part of their marketing strategy (up from 82% in 2017)and 78% of marketers say video gives them a good ROI. (Source – wyzowl.com)
Some famous brands like Bournvita, Asian Paints have been forerunners in creating an eclectic mix of information and entertainment, that has been successful in evoking the required emotion(we a can term it as brand recall or even brand loyalty). It is no longer the 30 sec pitch, these amazing videos go on for as long as 30 min once they know what chord to hit. They can be educational, quirky or simply entertaining, you just need the right medium to showcase it. The average person watches more than an hour and a half of online video content per day, with around 15% averaging more than three hours.According to business2community statistics, a majority of consumer can watch a video for more than minute if it is educational, entertaining or even about news and current events.
Recently I came across a brand campaign by Asian Paints that talked about a very heartwarming message that was pretty much a need of the hour in the sedentary lifestyle we lead today. Without mentioning their brand name even once, their video – #HomesNotShowrooms inspired people to live more comfortably in their own home. Following suit, Bournvita launched a video that went viral instantly as it coincided withon going examinations. It conveyed a hard-hitting point with children questioning the system! The video urged parents to look beyond marks and help children cope with the pressure of exam stress rather than stressing them to perform better. With the world changing, their parameters of success are also evolving. We no longer have to use societal benchmarks to determine the ability a child holds to succeed in life.
Integrating with Video content Platforms
Mobile videos are a hit, no matter if you are a startup or a medium organisation, video content platforms like Culture Machine, Daily Motion, Viral Fever can be your ideal choice to showcase your quality and capability. These platforms work way better than paid platforms like Facebook as they give you an enhanced and increased visibility for any kind of business within a stipulated time. Apart from creating supreme quality branded content that has the ability to go viral, they are easily accessible by all. With the proliferation of smart devices, consumers can access such content anywhere and everywhere. Such content platforms have a vast presence creating better user experience across social media channels like Facebook Live, Instagram, youtube, SnapChat. Giving all the more reason to companies who are looking for an attractive, versatile, and extremely shareable medium to reach out to their audiences. They are not just marketing tactics but a creative outlet for your brand using original video content creators.Recently i even came across an article which mentioned how live videos on Facebook and other content platforms has influenced their buying decisions. These very people enjoy watching videos everyday and therefore base their decisions on that .
2016 saw the surge of video content becoming an essential marketing tool and since then video content platforms have been on a stupendous rise. Video has soared during the last 12 months, with a 17% leap in usage.Video Content is not the next but today’s big thing! And it is extremely vital to marketers to ride on the video content wagon by using video content platforms for marketing their product /service. According to Hubspot’s Marketing Statistics 2018, videos are almost twice as likely to create a purchase demand for a brand. Marketers who used video saw their company’s revenue increased 49% more than those who didn’t use video. Almost 52% of marketers mentioned that video is the content with the highest ROI. So, if you’ve not tried it yet, the time to try your hands at it is perfect now!
*(Infographic Source – business2community.com)