Social Video is a digital video that can be shared through social media. A social video can convey a powerful message to its viewers on social networks and has therefore become a popular marketing tool in recent times.
Research says that 1/4th of world’s total population i.e. about 1.7 billion people use social media. Every 60 seconds, over 5 million videos are viewed on YouTube, 293K statuses are updated on Facebook, 433K tweets are posted on Twitter, 4.7 million posts are uploaded on Tumblr and 277K photos are posted on Snapchat. Another survey has also found that the speed with which social videos are shared has almost doubled in the past 12 months.
Your consumers are already watching videos of your competitors on social networking sites like Facebook, YouTube, Instagram and Vine. If you want to make your brand successful online, you need to get social and build a community following for your brand.
As a brand, you have to be on your toes and remain up-to-date regarding the latest developments if you want to invest your resources strategically into social video marketing.
Here are some of the social video trends that are likely to dominate in 2015:
1. Facebook emerging as a fast growing video platform, challenging YouTube
Although YouTube is still the top video platform, Facebook posed quite a challenge to it in 2014 in terms of audience views. Facebook has confirmed in its blog post that on an average, Facebook users watch over 1 billion videos in a single day, 65% of them on their mobiles. It has started publicly displaying video view counts too. Of course, the boost in views may be partly because of the auto-play feature introduced by Facebook due to which a video starts playing automatically when users scroll past it in their feed.
In 2014, 75% of video views have occurred outside YouTube, Twitter is thinking of introducing native video uploads and the popularity of short-form videos on Instagram and Vine is growing. All these point to the fact that brands will have to include multiple social media platforms in their video marketing strategy in 2015.
2. Integration of programmatic TV and online advertising
The television industry has started adopting programmatic technology, following in the footsteps of social, desktop and mobile ads. Programmatic advertising is the automation of advertising transactions driven by data. Instead of relying on ratings for specific channels or shows, programmatic advertising relies on audience data to place ads at optimal places.
A brand just needs to define its audience and then automation will deliver the ads across multiple channels to the targeted audience. It doesn’t matter which show the ad shows up on so long as the targeted viewers are watching.
Some major brands such as Mondelez and Procter & Gamble are already planning to increase their investment in programmatic video and mobile ads. This trend of programmatic video spend will continue to grow in 2015. Currently, only about 1% of TV ads have been sold programmatically but it could go up to 3 to 5% in 2015 and as much as 7 to 8% by 2017.
A research by IAB and Nielsen has found that if 15% of TV ad spend is shifted to online, it will have better and more reach. However, using both TV and digital together will increase your reach and give better results. An integrated approach by syncing digital online ads with on-air TV ad schedule will increase the impact of TV ads and boost online audience conversation and engagement. Remember, about 40% of people watching TV are also logged onto a second screen.
3. Emotional marketing to win over consumers
A study has shown that emotional ads have a great impact on the audience and are hence more effective in engaging consumers as compared to normal ads. Brands have started investing big money on making ads that connect emotionally with consumers. Since emotion drives sales, advertisers can target their viewers based on their emotional responses.
The popularity of an ad is based on the strength of the emotional response it triggers. The stronger the emotional response, the more likely it is that it will be shared on the social media. Videos that evoke strong feelings of laughter, happiness, anger, grief or shock are more likely to be shared and among them, videos that evoke positive emotions such as happiness, inspiration, exhilaration, astonishment etc. will be shared more compared to those evoking negative emotions such as anger, frustration or disgust.
Video Ads showing classic love stories, joyous family reunions or exciting stories around the world cup will find greater emotional connection with the viewers. These days, funny has become a little out of fashion giving way to ads showing excitement and exhilaration for example ads related to the world cup or super bowl, or sentimental Christmas ads and such like.
4. Moment marketing – digital marketing in real-time
We are bombarded with so much content every day24x7 that we generally tend to ignore or skim over most of it. Viewers want instant gratification or something that is happening ‘right now’. Therefore, focusing on the ‘now’ or real-time events have become crucial for any marketing strategy. Moment marketing provides a way for brands to connect with their audience immediately and it also leads to improved customer engagement and brand loyalty.
2014 has emerged as the year of moment marketing and this trend is continuing into the 2015. Brands are trying to take advantage of real-time situations or events to communicate with their consumers and popularity of the social media has made their task easier. A single tweet or one Facebook post is enough to generate excitement and get viewers hooked to the event, connecting them to the brand instantly. For example, many brands capitalized on the popularity of the Super Bowl by doing some intelligent real-time marketing.
5. Grabbing consumer attention to get them to view your content
It is common for users to click the ‘skip ad’ button on YouTube or put Adblock in their browser. It has become more important than ever to grab the attention of viewers with your video ads. Success of a video campaign is gauged by its reach, viewer actions and social impact by measuring its number of views, click-throughs and shares respectively. But for this, the video must be able to capture their attention first.
2015 will see brands focusing more on consumer attention because it has been found that consumer attention to advertising, especially TV advertising, is declining fast. A study shows that viewers have a very short attention span which is currently 8 seconds, shorter than even a goldfish’s which is 9 seconds! So a brand must focus on delivering compelling and concise content in the limited timeframe to capture viewer’s attention.
Social videos will continue to dominate brand advertising and marketing in 2015. Brand owners, advertisers and marketers will need to remain alert and up-to-date with the latest trends if they want to beat the fierce competition and take their brand to new heights.
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