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Video Marketing: How to Use the Most Intimate Storytelling Medium for Your Brand

Video is expected to account for more than 80 percent of all web traffic by 2021, according to Cisco’s Visual Networking Index (VNI). Why is this the case? Because quality video production – whether standalone or complementing other types of content – not only draws viewers in, but also holds their attention. Video creates a living, moving connection between brand and audience, reaching a deeper level of engagement than pure prose or static visuals. Let’s take a look at the many reasons and ways to integrate video marketing into your strategy.

Video Marketing: Not Out of Nowhere

One of the first instances of a moving picture being used to move an audience into action dates back to 1896. The silent film, L’Arrivée d’un train en gare de La Ciotat, or Arrival of a Train at La Ciotat, was only 50 seconds long, but legend has it that people actually ran for their lives because they thought the image of a roaring train was going to break through the screen and crash into them.

While it turns out the story is, in fact, legend, it still serves as an early sign that video would become a marketing and advertising medium. Sure, the story may be a myth. But the power of video is a fact, and the concept of video being used as a marketing tool is by no means new or emerging. The reason video is becoming the norm online is more because it is much more approachable from a technical standpoint than ever before. Even small companies with modest marketing budgets are able to create quality videos that grab attention.

There is no other storytelling form that allows an audience the same level of immersion as video. A print ad is something that can be physically touched, but it’s two-dimensional. A radio ad might catch your ear, but you then have to remember the website or phone number at the end, since there’s no visual support. Video activates several senses in a dynamic, moving, speaking representation of your brand, allowing the audience a more intimate experience with the content and message.

Using Video Marketing as a Tool

Any business can create video content that benefits their SEO and brand recognition. If you have a product or service to advertise, the presence of video on your website and social media platforms will help people pay attention. The average internet user spends 88 percent more time on a website with video than on one without, according to CodeFuel. The longer someone stays on your website, the more they are engaging with your content. And the more they are engaging, the more likely they are to make a purchase, or at least remember your brand in the future.

Particularly if your company’s products or services are somewhat difficult to explain, a video testimonial can be a great way to cut through the technical speak and instead call on satisfied clients or stakeholders to describe their experience working with you. Video testimonials are more powerful than written testimonials because we get to see the person’s face, read their body language and follow their train of thought. They allow the audience to connect on a personal level with the company in a way that reading can’t facilitate.

Video Marketing on Social Media

Video is quickly becoming the most effective way to engage your social media audience. The reason is two-fold and interconnected, but refreshingly simple. Social media algorithms favor video content, and so do users. As people show a preference for video, it makes sense that algorithms are formulated accordingly.

In a recent study by Buzzsumo, the average Facebook video post reached 12.05% of a total page audience. Text-only status updates, by comparison, reached only 4.56% of that same audience. Not only were video posts seen by more people, but they were also engaged with at an impressively high rate.

Twitter, too, is incredibly effective in terms of connecting with audiences using video marketing. Up to 93% of video views on Twitter are viewed on a mobile device, and mobile audiences are absolutely the audiences that businesses across all industries should be attempting to connect with the most. As of December 2017 and likely for the foreseeable future, the majority of internet traffic comes from mobile devices.

Online Video Production for Social Media

Social media is where the help of an online video production and marketing agency becomes especially necessary. In order for a video marketing campaign to be successful on social media platforms, it needs to be bold, genuine and intriguing.

Purina’s Puppyhood ad, for example, which they teamed up with BuzzFeed to create, is entertaining, relatable (who doesn’t love puppies?) and shareable. It’s the kind of video you send to your friends, coworkers and family members to spread positive emotions. The fact that it’s an ad isn’t overpowering, which makes it even more effective. The overarching message throughout the video is not “Buy this type of dog food!” It’s about the human experience of getting a puppy. Feeding a puppy is just one aspect of that experience. As such, selling dog food is just one aspect of the video.

Purina’s online video effort is successful in making prospective customers aware of the brand, but it can also double as an introduction for those who might not be familiar. It’s safe to say that across the board, most pet owners who watch the Puppyhood video are likely to recognize and purchase Purina products for their furry friends in the future.

Online Video Production Process

There are three steps in online video production that your agency should pay close attention to. Even in smaller deliverables, the process should be similar to that of creating a larger production.

  1. Pre-Production: This is when the agency and client hash out the creative aspect of the project, making sure the concept is on-brand and on-target. This is also the time to confirm the talent and crew members, along with any other resources needed for the video.
  2. Production: This is the actual creation of the video. With everything adequately prepared and rehearsed in pre-production, the production is more straightforward and should go smoothly within the allotted shoot time.
  3. Post-Production: Editing a marketing video should be collaborative between the agency and the client. Here at Kameleon Advertising, we believe the client’s input is equally as important as our own. We invite feedback during every phase of the editing process en route to final approval.

At the end of the day, if you’re searching for a way to gain visibility and engagement, video marketing is a solution to capture both at once. The presence of a video on your website makes you 53 times more likely to be a first-page Google search result. Then, when people land on your page, the stats show that they are more likely to stick around and take action.

Award-Winning Video Production in San Diego

Kameleon is an advertising and marketing agency in San Diego dedicated to working closely alongside clients to achieve their visions for video marketing.

In 2017, we partnered with the San Diego-based social media marketing and management platform SOCi with the goal of creating a finished video in a 10-day time span. The deliverable needed to engage the audience and make enough of an impression to compete against big-name companies in a real estate industry competition. We created a three-minute long video that ultimately won the competition over bigger companies like Zillow and LeaseLabs.

Video marketing is an essential part of advertising and improving your brand’s web presence, and considering the fact that video marketing spending budgets increased from $2.0 billion to $8.05 billion between 2011 and 2016, business leaders are taking notice.

If your company is looking for marketing agencies in San Diego to help create engaging video content, the search can be overwhelming. There are many options in the San Diego area and we know that you have a decision to make. True to its name, Kameleon is able to seamlessly adapt to any environment and work closely with clients through each part of the video production process. Our adaptability is what makes us both different from other agencies and familiar to our clients.

Contact us to speak directly with our founder and get started on a game-changing video project for your brand.


TV Advertising Trends in 2016

TV Advertising Trends in 2016 have been driven by the diverse, and readily available technologies we have unique access to today. Buyers are no longer relying solely on the traditions of yesterday to purchase their advertising for TV, and other platforms. Influencers like multimedia company, Vice, are operating across multiple channels by making content available everywhere with little exclusivity in regards to duration or location.

Changing the Standard of Media Buying

The once fairly constant paradigm of programmatic television advertising has been disrupted by an inconsistent and asymmetrical flow of information. In other words, sellers of advertising do not have the information and data that explains the value of their advertising to their targeted households. As AdExchanger.com discusses in a May, 2016 article, the buyers of the ads are receiving their data from Rentrak and other similar services which provide trends and data for targeting specific demographics, which creates an uneven playing field for buyers and sellers of programmatic TV ads.

Young adults ages 18 to 34 are, as Adweek.com states in a March 2016 article,  “not a monolithic group with a common set of technologies or behaviors. Their lives are in rapid transition.” This, along with their high likelihood of watching television primarily through subscription and streaming services, (many of which are ad-free) contributes to the difficulty buyers have in targeting advertising for them. This makes multiplatform, nonexclusive marketing an option worth looking into, particularly for reaching such a mercurial demographic. 78 % percent of independent millennials watch tv mostly through subscription on demand services, and 64 % of dependent adults watch through subscription services as well.

TV Advertising Trends

Sellers who forfeit the control of defining products and packages will experience an inevitable loss of pricing power which has serious implications for the TV advertising market for all parties, including consumers.  Sellers will need to have first and third party data to leverage information adequately. Adtaxinetworks writes that, “eMarketer predicts programmatic ad spending will account for 63 % of all digital advertising display spending in 2016.” This software-driven method of pinpointed marketing is a TV advertising trend that is here to stay.

Interestingly, Vice Media is able to make money from its programming on their channel, even when the ratings are low. They are combating the standard cable practice of 16 minutes of ads per hour, with only 10 minutes per hour, of which 8 minutes are national ads and 2 minutes are local ads. Vice favors the use of native ads, which appear visually consistent with the branding of their channel, these types of advertisements are appealing because research is showing that they get more views in the digital mediums as opposed to ads which might not be consistent with the branding of the channel or program being viewed.

Mobile Optimization

An emerging force in TV advertising trends is the use of formatted mobile ads in addition to digital ads. According to MarketCharts.com, adults spend an estimated 5 hours and 43 minutes per day on their mobile devices, 4 hours and 5 minutes per day on TV, and only 28 minutes on physical print media. This creates a large opportunity for buyers of ads to create formatted ads for mobile devices and tablets. Although the statistics show that users are on their mobiles more frequently, it does not mean that the ads seen on mobile devices are more efficacious than ads seen on television or even ads heard on radio.  Today’s TV advertising trends are ripe with opportunity across a wide swath of platforms and with a deluge of possibilities. What is right for someone’s company might not be right for yours. With time, education and proper execution the right ads will bring the results you desire, and then some.

Kameleon Advertising 6/20/16