We are living in the age of video.
There is an explosive growth of online video, increasing at a speed that has never been seen before!
A report by Ad News says that ad spend on digital video will annually have a huge double-digit growth until 2020. eMarketer also predicts digital ad spend in Australia will grow by 15% in 2017 to reach $6.18 billion, equating 54% of all media budgets in Australia. Whereas TV spend will hit $3.3 billion, which is just over one-fifth of media budgets.
Why create video in your business?
Why is there such a huge increase in the popularity of online video?
And why are businesses placing increasing amounts of ad spend in the ‘digital’ bucket?
One answer is the increased use and flexibility of our mobile devices. As viewers, we want an experience that travels seamlessly from screen to screen, so that we can rapidly view and access content anywhere, anytime.
Online video has created an environment where any business can be a content-producer. All you need is a camera or smartphone and your a self sufficient media outlet!
You can easily distribute video to tens of thousands of people via platforms like Youtube, but there has been a huge increase in the importance of using social platforms like Facebook, Instagram and Snapchat to develop a video-based presence.
So, you might be wondering how to make the most of the constant growth and evolution of online video. Let’s take a look at some of the best ways and places to create video in your business during 2017!
Mark Zuckerberg has said that by 2018, 90% of content in your Facebook Feed will be video based. If you want your business to be seen in the modern business world, video needs to be a priority.
Videos on Facebook also get the highest organic reach in the news feed, so learning how to utilise it is important if you want to generate a wider reach and drive sales!
The types of video content on Facebook include:
For most users this is the most familiar form of video content. The video is pre-recorded on a camera or smartphone and uploaded to the Facebook News Feed.
Autoplay has started to regularly show-up in our News Feeds, and the on-screen movement instantly catches our eye. It can be used to grab the attention of your audience, and videos have the potential to inform and inspire.
You don’t need a huge budget to produce video, your smartphone will do just fine! You also don’t need to worry about the length of time you allow each video. There is no magic number! Instead, focus on producing videos that are has your audience’s best interests at heart.
Facebook are pushing their LIVE functions harder than ever before!
Live video helps you to engage with your audience in real-time while creating an instant dialogue. Live streaming is great for Q & A style videos, real time events, and behind the scenes footage.
Another tip is to use live streaming to promote new content, products or services that you are releasing, due to the extra organic reach. Record a live stream and add links in the description and/or comments for viewers to follow!
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360° video is a fun but ‘techy’ type of video for those with the right equipment. Smartphones have front and rear-facing cameras, but you’ll need an add-on (like the Giroptic IO, priced at $249.00, or the Insta360, priced at $139.00) to create video or live-stream in 360°.
360° videos are great for showing environments and behind-the-scenes sneak-peeks! If you have the budget, then it is certainly an exciting way for your video to great extra attention and give your viewers more ‘wow factor’.
Instagram is an app originally based on imagery and is therefore incredibly visual. It also boasts over 500 million active monthly users and is growing rapidly!
After being bought by Facebook for $1 billion in 2012, Instagram released video onto the platform in 2013 and the rest is history!
The types of video content on Instagram are:
This is where videos are recorded and uploaded to Instagram. A key difference to Facebook is that Facebook videos are viewed on both desktop and smartphone, whereas Instagram videos are mainly aimed at mobile users.
Instagram only gives you 60 seconds of video, so you have to be creative to get your idea across quickly.
Short, snappy content, behind-the-scenes videos, and how-to’s work really well!
Instagram Stories is the controversial copy of the original Snapchat feature, where images and videos that show up in your ‘story’ for 24 hours before disappearing.
Stories allows you to create video in your business rapidly, giving your followers quick insights into your business. It is a perfect method for you, a time-poor business owner, to capture more video content in your business and share it with your audience!
The fact that the video disappears quickly creates a sense of urgency but also allows people to regularly keep up with what you’re doing.
A small hack when creating ‘stories’ is to add to your story multiple times per day. What this does is push your stories icon to the top of the pile (or far left of the screen/feed) in people’s Instagram. This means when they open Insta (during one of the 74 odd times each day), your stories are among the first they see! Boom!
Instagram Live video is more like Snapchat than Facebook in that the video disappears after the stream ends. When someone you follow is live, the video will appear in the Stories section with a LIVE icon underneath.
Don’t just use Live Stories to broadcast to your audience – use them to interact with them! Users can like, comment and ask questions. It’s a great way to build engagement!
It gives a sense of urgency and exclusivity that most forms of content cannot match! Plus it’s just a whole heap of fun!
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In April 2017, Youtube was ranked the second most popular site in the world. It is also the 2nd largest search engine in the world being Google itself. 400 hours of videos are uploaded to Youtube every minute and 1 billion hours of videos are watched every day. If used and optimised correctly, it’s a powerful way to promote your business.
You can use Youtube to express your brand’s personality, share information, provide entertainment and inspire your audience to get involved with your business.
Longer video content is perfect for Youtube because many of us treat it like a Netflix alternative! I personally spend my time on Youtube catching up on my favorite vlogs! Shout out to Paul Ramondo, Gary Vee and Chris Kubby!
Snapchat has exploded to 10 billion daily views of videos and snaps. Part of the fun of Snapchat is that it’s casual. It isn’t usually used to show the kind of professional content used in marketing, but this can be to your advantage.
Develop posts that are raw and authentic, have fun with it, and be creative! Let your viewers get to know your business on a personal level by treating them to behind the scenes footage they would normally not get it see!
Video content has such valuable marketing potential! Leverage it to attract attention and build a relationship with your clients. I hope this blog helped provide a framework for you to build from or enhance your skills in leveraging video in your business!