MARKETING
USING VIDEO IN the past was in the realm of specialist crews and production companies . Because of current simple everyday technology , easy-to-use software and the internet , online marketing videos are fast becoming an effective way for businesses to better connect with their audiences , and given 69 percent of internet traffic is predicted to be video content by 2017 ( Cisco Visual Networking Index : Forecast and Methodology , 2013-2018 ), it ’ s something marketers should be considering to add to the mix .
Using video helps bring a brand to life by communicating key messages and campaigns in a highly visual and lineal format . This makes it an effective way to convey a message or idea in a simple way that is easy to understand , digest and share .
And this ‘ sharability ’ is a key benefit for businesses . Videos can be reused repeatedly across businesses : on a website , in e-newsletters , showcased to new business targets , pushed out through social media and presented during events . And the nature of video means that users can also share content with each other , creating a viral effect that can increase your
reach for free .
Video can be a great way to tell a story in a simple way , helping cut through the marketing noise but with the opportunity to share it virally . It is fundamental to get the message and engagement right . The best marketing videos will engage the viewer and elicit the desired feeling or response .
One of the best examples of effective online video is the Victorian Metro Trains safety message to engage a younger demographic . “ The Dumb Ways to Die ” video uses a catchy script and tune with simple animation ; it creatively captured the attention of its audience and successfully spread the message through a massive word of mouth response that to date has received over 85 million views on YouTube .
However , to get it right , businesses must understand that for a video to be truly successful and engaging , they must start by thinking about what they want to say to who , and what they want their audience to do before creating the content . The trick is in balancing the brand message with an idea that is interesting for the target audience .
There are several things to consider
28 August 2014