It’s true that evergreen content will always be relevant to content marketing. However, a brand shouldn’t rely on evergreen content for everything because ultimately it’s not what’s going to help businesses succeed in the future. The consumers today want to see content that’s live and super relevant.
If you’re a brand which is keeping up with the trends, then it’s likely you’re already thinking of ways on how to improve your content strategy. The goal should be to make it appealing to customers and concise. The current social media trend is this: Videos and live streaming is going to propel a business forward. If a brand desires to stay current with the trends, they should think of ways to share videos and create micro-moments on sites like Facebook and Instagram. It’s all about sharing videos and discovery.
First, let’s cover what video marketing is all about, and how it can help you achieve different company goals. Cyberclick has a great explanation below:
As the name implies, video marketing is a digital marketing tool based on using audiovisual images, mainly on the internet, to achieve different goals in a marketing strategy. Basically, it's about adding videos to your content marketing strategy.
Another concept to keep in mind is social video: a kind of video designed especially to be promoted and shared on social media.
The goal is to create shareable video content (although they don’t necessarily have to go viral), and optimize and adapt them to each social network. Creating high quality video content does require a significant investment of both time and effort, but it is worth it.
Video marketing statistics clearly show that audiovisual content has a positive impact on sales and ROI:
Tweets that include videos get 3 times more comments and retweets than those that don’t.
1 in 4 buyers confirm having used YouTube to look up videos on a product they are thinking of purchasing.
73% of users who watch a video tend to purchase one of the related products.
Inc. explains why videos and live streaming is the way of the future, at least from a social media standpoint.
According to the latest statistics, 80% of the total global internet traffic will soon be attributed by videos this coming 2020, 90% of SNS users share videos, 87% of marketers utilize videos into their campaigns and viewers believe that 95% of messages from videos are retained on their minds. 73% of B2B organizations using videos in their marketing campaigns are reporting positive results to their ROI.
Create a unique video-something that has ‘wow' factor always wins the game
Create shorter, more precise videos
Make sure to engage the audience within the first 7 seconds
Make it mobile-friendly
Create different videos with different content platforms
Different social media platforms like Snapchat, Facebook, YouTube, Twitter, Periscope, Musical.ly, and Tumblr are promoting the use of live streaming. It is expected that by 2021, the video streaming market will reach $70.5 billion. Also, more customers will want to watch engaging live videos compared to donkey text-only posts.
Live stream events
Do a live Q&A or “how-to” stream
Live stream the making of a product
Live stream the launch of a product
Live stream company news
AdWeek says it’s all about a brand’s ability to tell stories through bite-sized videos. Videos can tell a story about your brand and connect with your audience, and over time hopefully resulting in more sales.
It’s not enough anymore for brands to create good content. To stand out in a sea of millions of stories, brands need to also tell stories in shorter increments, with bite-sized videos. As Gary Vaynerchuk puts it, brands today have to “storytell in micro-moments because it’s apparent that we’re living in an ADD culture, where everybody is short on the only commodity that matters in this life—our time.”
Our time is even more fragmented online. Instead of spending hours online surfing the web and social media, people explore the digital world in short bursts, from mobile devices. And those micro-moments—moments when people go online looking for recommendations for what to do, where to go, what to buy—are opportunities to connect through storytelling.
In addition to sharing snippets of what a brand is up to, AdWeek also mentions sharing a brand’s location can also result in more interest from a huge audience you can tap into. Plus, it can also increase brand awareness.
As a longtime partner of Snapchat, Tagboard has worked with dozens of professional and college teams across sports to share live Snapchat content on the giant video displays in stadiums. You probably saw a recent example of this if you went to this year’s college playoff games.
The power of Snapchat’s Snap Maps is undeniable. You share your location for snaps, which then appears to friends on a map and updates when you open the application again.
Location is already starting to play a bigger role in how people discover video at events. We’re seeing Facebook Messenger build on its Live Location feature, while YouTube recently launched Director Mix, allowing brands to deliver thousands of localized videos in one campaign using Google Maps data.
We can’t cover how to utilize videos on every single social media site on the web, but we can provide a few examples. Here are a few ideas on how to incorporate videos on Twitter and Facebook’s desktop video ads app, according to Cyberclick:
This network brings interesting news in the video marketing sector thanks to GIFs, its integration with Periscope and Vine and, since 2015, its native videos.
Twitter First View allows for immediate visibility, which greatly increases the probability of engagement. Making your video the first tweet users will is time limited to 24 hours, in other words, the same brand cannot buy the same space for two consecutive days, for example, in order to avoid frequent users from getting bothered or bored with the ad. Thanks two these two characteristics, Frist View is an ideal way to launch ads that are closely related to a specific moment: events, releases and launches, limited offers, etc. and multiply its viral potential.
Twitter is very successful on mobile devices, and can be useful for a great variety of video lengths, from half a second to 140.
One if its bases is the auto-playback feature, as users scroll down their news feed. Facebook reaches out to people of all age groups, but their most common fans are from 25 to 34 years old (30% of its active users). The most popular videos are between 21 and 44 seconds long.
Facebook's desktop video ads app offers the following options:
Automatically play videos in News Feed.
Offer a Call-to-Action on emerging videos (pop-up videos) that play on the right side of the page. At the end of the audiovisual pieces is the option included to play back the video or install the game.
In addition, Facebook offers several recommendations to create an attractive video and captivate viewers:
Create distinctive content that attracts attention during the first 2-3 seconds.
Make use of text that does not need a specific sound to understand the content.
Post simple and easy to digest videos with correct and compelling content.
Make it creative and 15-30 seconds maximum.
The landing page that comes after the Call-to-Action must take creative points be interesting and relevant. Because that is where the visitor becomes a lead or customer.
Neil Patel says it’s a no-brainer to implement live streaming into a brand’s social media strategy. He mentions by 2021 it’s going to be a 70.5 billion industry! That’s pretty crazy and incredible! Let’s hop on that bandwagon.
Let’s recap a big number: Live streaming is going to be a $70.5 billion industry by 2021.
It’s growing with no signs of slowing down.
If you want to start taking advantage of the incredible, active user groups that are constantly watching live content, you need to get into live streaming.
There are millions of people watching live streaming content daily.
And beyond just the growth of users watching live content, it’s a great way to drive revenue for your business.
He also explains why everyone is so interested in live streaming and what it means for the future of businesses:
It helps them stay informed on the latest news and events, it helps them get actively connected to companies, and it helps them get excited about your fresh content.
With typical TV subscriptions in decline, it only makes sense that live streaming is the new way to consume content.
It’s the next logical step beyond the static video that we already consume in mass amounts on a daily basis.
And, it’s surpassing TV and static video because of its diverse platforms, the ability to multitask, and the excitement that is generated from live content.
On top of that, live streaming can be great for your business because it allows users to engage with your brand in multiple ways at the same time.