A viral, a snap or a video format for content marketing or storytelling. Snackable web-based videos made by content creators, YouTubers or vloggers. This is what gets organisations buzzing. Is it a temporary hype or a long-term trend? How nice if somebody knew the answer.
About a decade ago, YouTube was merely an alternative for ‘America’s Funniest Home Videos’. Now, YouTube has become a part of everyday life, with instruction videos, web series and clips from your favourite talkshow.
The amount of online videos is increasing really fast, both in quantity and quality. Video is all around, even hidden in the texts you read. Let’s catch up on what this means for online video in your marketing communication mix.
Two statements about video in your marketing communication mix
We take these two statements as a starting point.
- Faster downloads and larger data bundles will lead to videos taking over the internet.
- Video will be the most important type of online content.
To clarify: video as the most important type of content stretches beyond social media. It also applies to video on your own website. You spend money on attracting traffic to your website, so you want to keep people interested as long as you can. Because honestly: there are hardly any people that read an entire landing page. So, we give you these three steps to get started with implementing video.
Step 1. Personalisation: from ‘one-size fits all’ to individual significance
Getting inside the mind of your target audience is more important than ever. Your video content needs to be where they are. You need to target them with content they are interested in. This has been the case since the arrival of the television. Yet, since the invention of the television remote, viewers are gaining more and more power and control. They have so much content to choose from and so little time. Therefore, you need to target them personally and make them engage with the content.
Two types of video to look out for
The first type of video is personalised video. This video presents information that is directly linked to personal data from a database. A good example is a video where mister de Vries receives his energy bill. Most of the time these videos are only accessible with a password, as they can contain very personal details.
The second type is interactive video, which allows you to navigate through the video. Interactive videos put the viewer in charge. For example, a video that literally makes you the director, as you find out what rules apply to the luggage you are taking on your next trip.
Or this video by BFP Bouw, which is a Dutch company that arranges retirement for construction workers. You make your way through the video by answering questions in the video. This is a quick and effective way to help viewers and give them advice.
Combining personalised and interactive video
You can also choose to combine personalised and interactive video. This makes video a combination of educational and entertaining content. You look for interaction with your audience. You ask questions and give concise advice in short clips. This way you remain within the attention span of eight seconds. This is the main difference with linear video, where you send for minutes on end. Decide for yourself when you wish to send and when you want to interact with your audience.
Step 2. Data-driven optimisation: from general suggestions to laser sharp precision
(Interactive) online video gives you the opportunity to closely monitor viewers. It gives you intel on whether viewers watch the entire video, where they are watching from and which clips they skip. This allows precise analysis of videos.
Data gives closer insight in the reach and efficiency of videos. It gives you valuable knowledge on who your target audience is. For example, you lose most of your viewers about one third into the video. This might mean that they lose interest at that moment. To find out what is missing, you can ask viewers for feedback. By asking feedback you can optimise your video content. Even though you have the feeling your video is complete, it often still misses that final touch.
Social media versus online video platform
There is a difference between social media and having your own online video platform. For example, on social media it can be unclear how certain statistics are defined. This is all cleared up once you start using your own online video platform.
Whenever you upload video content to social media platforms, you lose control of your content. With an online video platform you are in control of your content. And it is easy to adapt it and keep it up-to-date. An online video platform is also crucial for SEO, as you directly attract traffic to your own domain.
Step 3. From omni- to ultrachannels: offer a unique experience
We are all busy with building omni channels. We wish to offer the same service across all channels: from Facebook to the offline shop. People should have the same experience throughout the entire customer journey.
Ultrachanneling offers a unique experience for everyone
Personalisation and relevance take ‘omni’ to the next level. A better name is ‘ultra’ (literally meaning ‘further’). Ultra channeling means giving every single one of your customers a unique experience. It is about the right interaction, with the right content, at the right time, via the right channel. Spotify and Netflix remember your preferences, every time you open or close the app. They can even narrow this down further, to the point where they can react proactively and give recommendations on what to see or hear next.
This is how you should use your own channel, app or website. Monitoring individuals is increasingly important. The same applies to your video content. You want to display it at the right time and place. In order to do this, you should keep track of how people watch and click. Customer A does not behave the same as customer B. So, you want to address customer A and B differently. Only relevant information should be shown to every individual viewer.
Spotify and Netflix remember your preferences, every time you open or close the app. They can even narrow this down further, to the point where they can react proactively and give recommendations on what to see or hear next.
Now, text and buttons are tailored to generic viewers. Video combines the strength of image and sound. Soon, it will offer everyone a unique and proactive ‘customer journey’. Imagine entering an online environment through an app or website. Then, depending on your device, time of visit, search behaviour and agenda, you are asked a question by an audiovisual employee. Completely fitted to your every need.
Then why do I write this?
Of course, written text is still valuable content. Behind every great video, there is a great story- and script writer.
For now, we wish to point out that online video is changing. It is important to gain as much knowledge about video as possible. To stay up-to-date on all the latest developments. Ask yourself: ‘what objectives do I have and how can our organisation benefit most from online video?’
Want to know more? Or get some help brainstorming about online video? Just get in touch!
Illustrations thanks to 123RF.