I got good news, bad news and some great news.
Good news: Rambling prose, the Ramsay Bolton of marketing, is dead.
Companies, from startups to giants, have opened their eyes to the astounding potential of a good video.
Businesses are hosting explainers on their landing pages and creating quick, bite-sized content for social media. Facebook, Instagram, Twitter and even Pinterest have included native video players on their platforms.
We’ve done away with heavy-text content. And by nudging static ads out, content marketing has stepped into the future.
But along with all the great videos, video marketing dragged in every mediocre, substandard video, bringing in the most dreaded zeitgeist of the current age – a glut of videos.
That leads me to the …
…Bad news: Winter is here. And it brought Ice Zombies
The online marketing rush is amassing video creators, big or small, good or bad. Content is generated in staggering numbers (link to a legitimate site with statistics that show incredible numbers).
When you click on one video, you practically open up the floodgates for an army of related content to pour through. This is being orchestrated by algorithms that analyse your past searches and promote similar content.In the 1900’s that was creepy and unwarranted. In 2016, it’s called personalisation of your newsfeed.
We are facing a massive brain-freeze in terms of consuming curated content. We’re consuming too much, too quickly.
Watch one video about Brexit and get 30 more ‘related’ videos in your YouTube home screen. Watch those, and before you know it, you are learning about the mating patterns of ostriches.
This army is big. Videos, videos are everywhere.
Great news: You can sit on the iron throne.
As the Master of Online Marketing, Bringer of Leads and Keeper of Client relationships, you, of all people will appreciate the importance of Seer. (Seer = a foreteller)
This blog, right here, is your harbinger. Because we have some interesting predictions for the future of video marketing.
Let me usher you in.
You sell energy drinks? Great. Create a video anyway.
Red Bull gives you more than wings.
Red Bull has a content arm, called Red Bull Media house which has been producing video content from the start.
They target the adventurous demographic – guys and gals – who need that extra boost of adrenaline. Now, Red Bull is synonymous with gaining power, energy, skills and of course the proverbial sprouting of wings.
Every company will become a media company in the coming years. So, what you should be doing NOW, is concentrating on building an audience who are not just customers but are also evangelists.
Don’t stop with one.
Nykaa, a one-stop online shop for beauty products, has pulled-in ‘beauty gurus’ of YouTube fame, to create How-to’s, Challenges, List videos and many other types of engaging videos.
Nykaa has nearly 44k subscribers on YouTube and 109k followers on Instagram. That kinda fan following doesn’t happen with just one video.
Home Depot has more than 122k subscribers on Youtube. Their YouTube channel has hundreds of How-to videos, Expert’s opinions, Challenges, and other home-repair related content, in neatly organized playlists.
These companies are not aiming to produce one mega-hit, super-viral video.
Instead, they try to build audiences beyond their current circle, by producing useful and entertaining content. It helps if this content is continuous, episodic and well, available online.
Every video counts.
Jumping on the bandwagon is all fine, as long as you can create great videos every time.
Bad quality videos can have two results: a) It can go viral for all the wrong reasons or b) it can vanish. It’s going to hurt your brand if your target is to hit the one-hundred-video-mark on your YouTube channel. Bad videos fill your channel but in the end, they really give you a sucker-punch when it comes to Branding.
This can help:
Good video: Replaces content
Great video: Enhances content
A good video has good execution but disregards the content. A great video always, always adds to the script or idea behind it.
Content is most definitely King.
The future of Video marketing is already here.
Online communities and content creators have experimented with a lot of trends in videos in the past 6 months:
- Facebook introduced autoplay and suggested videos
- Facebook launched live streaming
- Businesses make explainer videos and demo videos (this is my personal favourite)
- Individuals create homemade videos for personal branding
- Companies use short and sweet animation videos for processes like employee on-boarding, CSR formalities, fire drills etc. (another favourite)
And that should tell you a lot about what the future holds for videos.
Video marketing is at the cusp of a major explosion. They are going to be ubiquitous. Soon, when you think of press releases, sales emails, reaching out to leads, running event campaigns, or branding, you will think of videos.
Thanks for sticking around till the end, even if this post didn’t have any videos for you.
- The art of Branded content
- Behind the scenes: Toastmasters – Ovation 2016 video
- Dharmalife – Not the ‘usual’ Explainer video