We all know that video is big business. From cute cats and sneezing baby pandas to lonely men on the moon being sent department store gifts – video is big business.
But what compelling reasons are there to suggest video should form a strong part of your marketing plan?
(1) The stats that speak for themselves!
Its often forgotten precisely how big online video has become and how many companies are dedicating larger and larger proportions of their marketing budgets to this channel in the quest for the highest possible return on investment (ROI).
Cisco have predicted that by 2019, over 80% of all consumer internet traffic will be video content with nearly a million minutes of video content being uploaded every single minute [source]
YouTube has over a billion users, representing a third of people on the Internet!
On mobile alone, YouTube reaches more 18-34 and 18-49 year olds than any cable network in the United States [source]
The number of YouTube users watching on mobile devices has increased by over 100% year on year [source]
Whilst the above represents some incredible stats primarily based on YouTube, Facebook has also witnessed staggering growth in the use of online video content meaning it surpassed YouTube for desktop video views in August 2014. In fact it is estimated that Facebook are receiving over 8 billion video views per day – up a staggering 100% since April 2015 [source]
Whilst Facebook seems to own day one views, YouTube seems to own the long-tail! 50% of Facebook video views comes on day one versus 20% of YouTube video views [source]
What this tells us is that video content has both the reach and the exposure that other marketing channels crave – backed with the precise level of targeting that make it a marketers dream. It also highlights continued growth and demand with a high propensity for an audience to engage with the videos on a variety of platforms.
(2) Accurate and insightful reporting
Whilst digital marketing enjoys the type of measurability that traditional methods can only dream of, this has been enhanced by Facebook, who initially stole a march on YouTube with its intelligent and insightful video reporting metrics. This includes reach, views, completion rates narrowed to date ranges and including shares. YouTube also provides annotation click through rates and close rates, average view duration, subscribers gained/lost and much more besides, giving marketers a really insightful and useful set of data to analyse the effectiveness of their campaigns. And justify the outlay
(3) Strong ROI
Marketing Managers are often challenged on creating a marketing plan that delivers ever increasing levels of ROI and justifying spend in every activity they engage with, and rightly so. Its therefore interesting to know that after a survey conducted by Reelseo and Flimp Media asking 350 B2B marketing agencies and management professionals whether video has positively impacted their ROI and marketing results that 73% confirm this is the case, whilst an impressive 96% are currently using video content marketing [source]
Whilst 52% of marketing professionals worldwide name video as the type of content that returns their highest ROI [source]
(4) Increased Website Engagement, dwell time and conversions
In a survey carried out by Merchant Marketing Group having video content on your website means, on average, an extra 2 minutes dwell time versus those that do not feature video [source]
This is a significant amount of time for a visitor to become more engaged with your brand, your products and services and to make a conscious positive purchase decision based, in some part, by added emotive engagement.
Ice.com reported a 400% increase in conversions after viewing video and a 25% drop in returns [source]. Whilst Shoeline.com quoted a 44% increase in sales and Pegasus Lighting quoted conversion increases of 27% when the product was accompanied by a video [source]
(5) SEO benefits
Using video can increase the likelihood of being found by perspective customers. For example being listed in more search engines – video search engines. Particularly important when you consider that Google owns YouTube and that by adding video with relevant titles and keywords will mean you are displayed more prominently as well as in incremental Search Engine Results Pages (SERPs). In fact research by Three Motion suggests that including video on your website, you’re 53 times more likely to appear on the first page of a Google search [source]
In order to maximise your own SEO benefits from each and every video, be sure to:
Label it – give it a keyword label or short description; use an <h> tag in the HTML around your label
Description – give it a relevant and longer description with keywords
Name it – Use keywords in the videos file name and URL
Link to it – create new links from your site and other sites that link to the video
Tag it – use keywords, including ‘video’, in your page’s <TITLE> and DESCRIPTION tags
Submit – add the video to your site map and media RSS feeds
Finally – try to embed the video rather than using pop up players, as the latter are often missed by search engines.
The above points add significantly weight to the inclusion of video in a well thought out marketing plan. Whilst it is not possible to draw definitive conclusions for every business – each marketing channel has its own benefits and drawbacks after all – what we can determine that with mind blowing stats, insightful reporting, SEO advantages, increased engagement and dwell time and often a strong ROI, video should very much be at the forefront of your mind when planning out your tactical activity.
Martin Newton is a Director at Energise Media Ltd, a video production company specialising in corporate video located in St Albans, Hertfordshire, UK.
For any video production or corporate video requirements or to find out how video can be an integral part of your marketing plan, contact Energise Media.
Be found in Google and convert your prospects to customers
It’s fair to say web browsers can be a pretty impatient bunch. Hungry for instant content – people want information. Fast. Not only that, but they want relevant and engaging content, or they’ll go elsewhere.
So it needs to be relevant, but how can you reduce the number of people entering your website and leaving immediately (your bounce rate) or very shortly thereafter?
Give visitors the things they’re looking for
It sounds obvious but so often people don’t see precisely what they’re looking for and just bounce right out of a website, which is frustrating after you’ve put in the hard work to get them there in the first place.
You also need to ensure you have high quality content – this is particularly important right on your homepage. Pages should be information rich and contain pages that accurately describe your product or service.
If you want to increase dwell time and reduce bounce rates. Try adding compelling video content
Video is proven to reduce bounce rate from websites, moreover it’s a way of engaging your audience and increasing your likelihood of doing business with them.
I’ve got an engaging site, but will customers actually find my website?
Well written and relevant content is very important in Google’s eyes (other search engines are available!), but in addition to this you also need to consider a range of factors such as the number of links coming into your website (inbound links) from trusted sources. Google interprets a link from page A to page B as an endorsement and vote of confidence from one site to another and adds weighting to this in compiling search results.
Easily accessible sites with clear structures
A website needs a logical structure. Therefore each and every page should be reachable from at least one static text link.
Text browsers are available to examine your site, such as Lynx. If you heavily use Java Script or Flash, which sometimes doesn’t display correctly on all devices, will Google’s robots really be able to crawl it?
Two tips to avoid on your website
Don’t be tempted to stuff keywords into your website. Google and other search engines will wise up to this and perceive this as deceptive which means they may ignore your website.
Don’t use images to display important links, names or content. Google’s crawler does not recognise text contained in graphics – instead use ALT attributes.
By following the basic principles detailed above as well as adding engaging rich media content, such as video, you can be ensure to maximise your likelihood of being found and thereafter converting as many customers as possible.
Paper World is pretty stunning. It showcases the WWF’s values cleverly depicted in a small paper based world. Man made problems interject into really clever and beautiful sequences all of paper based animals and environments. Clever.
Films of clichés
Seemingly everyone loves taking a good selfie – especially with a giant selfie-stick, but its not very original and nothing that we haven’t seen before, as this clever short film proves. From dogs, tattoos, celebrities pouting and working out, corporate cheese – it’s all here and perfectly encapsulated! Nice job.
Some people are very committed to TV shows. In this case, it’s a commitment to the opening sequence of the American TV series The Wire that has led this talented animator to put together a really stunning and thought provoking opening sequence. Fair play to them!
Power is nothing without control
Whether it’s masterfully flying a drone across Venice Beach through narrow arch ways or speeding down the side of a mountain at a rate of knots, both make great viewing.
James Robshaw, pictured above with mum, Suzanne, finally saw closure on their emotive case after it was decided last week that James will receive a payout of £14.5 million due to the mistakes made at Lincolnshire County Hospital during James’ birth.
The payout was acceptance of liability for James’ injuries in 2009 after it was found that 13 year old James was starved of oxygen at birth, leading to cerebral palsy. The case is one of the largest ever payouts for medical negligence.
Energise Media filmed the interview with James and mum, Suzanne back in February 2015 and put together a film to highlight the case for legal firm Access Legal.
Now in December 2015, ITV picked up the story and provided an update with the final decision in the case and award of damages.
Adam Fowler of ITV News provides the latest update, read the full story and watch Energise Media’s footage on ITV’s website here.
Drones, or unmanned aerial vehicles (UAV’s) are hogging the headlines right now. With recent reports that calls to the police over drones are up 2000% in the last 3 years.
This rapid rise gives some indication as to the scale of the issue. A large proportion of the issues comes down to a lack of education surrounding the rules governing airspace and privacy laws.
But drones have been around for ages
Not long ago it was primarily the military using UAV’s extensively, however they are now widely used by amateurs and budding videographers across the country.
So what are the rules?
OK, we know this takes the fun out of it, but these are important considerations!
The House of Lords EU committee called for compulsory registration of all commercial and civilian drones. Whilst Transport Canada are so concerned around the usage of drones and lack of education that they have promoted the fact that drones are not simply toys, moreover they are aircraft that need to be operated safely and legally.
There’s nothing in place to prevent anyone going out and buying a drone. As long as the drone is under 20 kg and is not used for commercial purposes. Further rules stipulate that the drone should not be flown within 150 metres of a congested area and within 50 metres of a person, vessel, vehicle structure not under control of the pilot. Therefore flying it within a crowded public area is almost impossible.
Not only this but you are also required to fly the drone “within sight”, which translates as 400 feet altitude or more than 500 metres horizontally.
Further to this if you wish to use a drone for commercial purposes you will require a licence from the CAA.
Still want a drone?
Clearly the use of drones is still evolving and the legislation is changing all the time. Whilst the use of drones is quite restrictive, it is possible to use one safely and within guidelines.
However for commercial use in order to capture all your video production requirements, speak to your local video production company to ensure you fully comply with all legislation and to avoid the many pitfalls of using such devices.
Contact Energise Media today to find out how our commercial drone can shoot perfect footage for your video project. We supply aerial footage from our base in Hertfordshire to locations across the UK.