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The New Native of Advertising is Social Media

Native advertisements have been around for decades, but now, they have a new stage to shine. Social media is taking a large piece of the advertising market with in-feed ads, online video, and paid content marketing all creating a new type of marketing pie. According to Rapid TV News, display advertising will increase from $84 billion to $126 billion dollars by 2019.

Social Media

While some of the $126 billion accounts for overall digital media, a large portion of this digital spend will be in social media. According to Rapid TV News, social media is predicted to grow at a rate of 20% a year and online video is growing at a rate of 21% a year.

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Native Advertising

While TV commercials were out in the open, social media is a little more stealth. Native advertising and user generated content is king across social media platforms. While brands and users still need to disclose paid partnerships, products prefer the gentle touch across social media. For products looking to break into social media marketing, they should focus on storytelling instead of the yell and sell.

Source

https://www.rapidtvnews.com/2017091148764/online-video-social-media-driving-global-ad-growth.html#axzz4sNtq8OYO

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Marketers Shifting TV Budgets to Social Media

Television has been the cash cow for advertising budgets for over 50 years. However, for the first time ever, digital advertising usurped television advertising spends in 2016. Now, big brands are turning to social media and the digital world to market their products.

As a new medium becomes king, there becomes a new way that its followers consume the message. In the digital world, the majority of individuals, specifically those in the younger generations, consume their content via their smartphones. As content consumption shifts to social media and smartphones, brands must adapt and transfer their marketing budgets towards new applications and methods of distribution.

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Deep Patel of Forbes says, “Marketers need to focus on building social media campaigns that are mobile, diverse and realistic.” Patel recommends that advertisers abide by five marketing mantras:

  1. Invest in Interactive Technologies: Brands can develop their own collaborative applications that require interactivity with potential customers.
  2. Feature Diverse and Gender-Neutral Subjects: Social media is the anti-Fox news. The younger generation is shifting away from traditional TV binaries and they want more liberal-focused content.
  3. Analyze Brands Gen Zers Already Love: There are certain brands that are ahead in the content consumption race including YouTube, Revolve, and Nike. Study the social media content the experts are creating and what platforms they are utilizing.
  4. Select Social Media Platforms Wisely: While Facebook is a major moneymaker for brands; Gen Z is shifting towards Instagram and Snapchat. Brands need to take inventory of their key demographic and create content on that specific demographics social platform.
  5. Include Paid Elements to Accelerate Engagement: While organic content is important, brands need to pay to play in the world of social media. Digital advertisers need to keep in mind that Gen Z and the digital generation connect with “real people in real situations” instead of the cookie cutter image on traditional television.

Source

Patel, Deep. “5 Tips for Creating Social Media Campaigns for Gen Z.” Forbes. 12 Aug 2017. https://www.forbes.com/sites/deeppatel/2017/08/12/5-tips-for-creating-social-media-campaigns-for-gen-z/#7f6a36bf5901

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Social Media: Your Gateway to Generation Z

The video business is back and bigger than ever with audiences shifting from television to social media for their content consumption. YouTube and Facebook are the two main digital platforms that are prioritizing video content. As these two digital giants race to reign, brands can capitalize on this shift in advertising dollars.

Facebook

In 2014, Facebook started displaying in-feed video advertisements. Now, the digital behemoth is focusing its efforts on live streaming, pre-roll and mid-video advertisements. While Facebook used to focus on photo and written updates, the social media platform switched to video content to usurp YouTube.

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Live Streaming

Almost all of the social media platforms are now incorporating live streaming into their networks. YouTube, Instagram, Facebook, and Twitter all own unique streaming technologies. In order to promote live content, the social media algorithms are prioritizing live streams into the top of users newsfeeds. By utilizing the live feed, it is the perfect time for brands to shine in front of followers.

TV Dollars Dive into Digital

According to Debra Williamson of AdAge, “RBC and Advertising Age have found that the percentage of marketers using TV ad dollars as a source of funding for digital campaigns is on the rise. In February 2016, 40% of respondents said they were doing so, up from 37% in September 2015.”

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Targeted Marketing

The beauty of digital marketing is that potential customers can be keenly targeted. Tina Mahal, vice president of innovation at Frito-Lay was quoted in AdAge, “”It requires balancing the total media budget to reach consumers in the most effective way. It doesn’t necessarily require an additional investment — it just requires making smarter choices so that the brand is where the consumer is.

Are you utilizing social media for your ad campaigns? Contact Concepts Video today to start your social campaign.

 

Source

Williamson, Debra Aho. “TV Budgets Shifting to Social? Yes, it’s Time to Worry.” AdAge. 23 May 2016. http://adage.com/article/digitalnext/tv-budgets-shifting-social-time-worry/304078/

 

 

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Multi-Camera Shoots to the Masses

Dish Network, previously known for satellite TV, is catching up with the times. In fact, they seem to be trending in the world of online video and multi-camera shoots. While television stations used to be the norm for content consumption, the masses are now turning to the world of online video on YouTube and Facebook.

According to Phys.org, “Dish is unveiling a wireless device, SlingStudio, meant to enable multi-camera productions without high-end equipment. The wireless device collects video from up to 10 smartphones and traditional cameras as they are being shot. An iPad app lets you choose which video and audio feed to broadcast at any given moment. The app also has tools for transitions and text overlay.”

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Multi-camera shoots used to be reserved for primetime television, but now there are devices that allow multi-camera shoots right from your own home. At $999, the price tag will cut out your average user, but if you’re a company or influencers looking to make waves in the world of online video, a device like SlingStudio can be an instrumental piece of the content puzzle.

At Concepts Video, we specialize in multi-camera shoots for online video, television, and corporate videos.

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Four Critical Steps to Explosive Video Marketing Growth

There is no denying that most people find video content more compelling and engaging than written content. Videos provide an effective way to develop a brand’s story, to build the like, know and trust factor, and ultimately to boost sales. Statistics back-up these claims, as videos placed on landing pages can increase conversion rates by 80%, while videos included in an email will improve the click-through rate by an impressive 200% – 300%.

Yet, when it comes to video marketing, many companies place too much focus on the production side of things, rather than setting the foundations by researching and creating a thorough video marketing master plan. We reveal four video marketing steps that will supercharge your marketing growth.

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Laser Targeting

It all starts with becoming incredibly clear on who your target audience is. Delve deeper than demographics; Instead of broad factors such as age, sex or location, you want to think more in terms of targeting an individual with likes, dislikes and problems that they need help with. Do some detective work, and study the USP (unique selling point) of your products and services as well as the pain points of your customers. What issues can you solve? How will your product improve someone’s life?

Shorten this information down to a few sentences, then use it to build a target customer profile. When you get crystal clear on your ideal audience, you’ll be able to write and film video content which captures their attention and makes them feel like you’re speaking directly to them.

Smart Marketing

The next step is to identify the platforms that your ideal audience spends time on. What do they search for? What social media accounts and apps do they use? What are their favorite websites? Use this information to decide what platforms to market your videos on.

Also take into consideration the platform when choosing what type of video content to create. For example, over 85% of Facebook videos are watched without sound, so if you plan to promote your video on the platform then be sure to include subtitles or text captures which convey the message to your audience without them having to hit the volume button.

Tailor your video content for your target audience, the platform it will be shared or advertised on and the type of product or service you are marketing. For example, foodie vids for Facebook can be short, snappy and subtitled, while more serious medical content for the healthcare sector may benefit from longer informational videos that are targeted at an older audience.

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Engagement

Engagement is everything. You want to be able to strike up a conversation with your target audience, so ask people to engage with the content, be it through likes, shares or comments. Asking a question at the end of a video is also a good way to strike-up a conversation between you and the customer.

Understand where your customer is in their buying journey. Are they simply looking for information, or are they aching to make a purchase? If price points for your products are high, then you may want to get hold of the customer’s email address so that you can place them into a marketing funnel, work on the customer relationship, and eventually convert them.

Ongoing Optimization

Stats reveal that approximately one-fifth of viewers will close a video within the first ten seconds, so create a compelling hook, spark curiosity, provide a promise and payoff or catch them off guard to keep them watching to the end.

There is no magic, step-by-step formula that fits all. Instead, you must create video content and then test and adapt. Analyze results, then choose to optimize videos. Optimization is key if you want to craft exciting content which speaks to your audience.

Incorporate these factors into your video marketing strategy, and you’ll see a rise in traffic, engagement and ultimately sales.

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The Best Use of 10 Seconds: Extra Short Video Marketing Tips

The Best Use of 10 Seconds: Extra-Short Video Marketing Tips

Full-length commercials are a proven effective marketing strategy, but what about extra-short videos that only last 10 seconds (or less)? As it turns out, these are just as effective as commercials when executed properly. To make the most of an extra-short video marketing strategy, you need to make the best use of your time. Here are some tips that will help you get the job done in 10 seconds or less.

Improvise

This goes against all the marketing advice you’ve heard in the past, but today’s consumers prefer improvised content — or at least content that feels improvised. Keep your clips simple, using minimal scripting and no special effects if you want to grab your viewers attention quickly. Authentic improvisation is always best, but if you fake it, make sure it looks and feels like the real thing — because today’s consumers are smart and they can tell the difference.

Why this works: Your viewers want you to be real. Today’s consumers don’t have time for advertising if it’s not genuine; they simply don’t trust heavily edited commercials. When you share improvised content, viewers feel more connected to your brand because you’re including real people, just like them.

Don’t Tell the Whole Story

One of the best approaches with a 10-second ad is to treat it like an elevator pitch. Grab your viewers attention with the most compelling message you can create. Leave the viewer with a sense of curiosity, a compulsion to know more about your brand. Then offer additional info through a longer video link, email signup or blog post.

Why this works: A person’s attention span is fairly short, but it’s even shorter when they’re watching an ad. That’s an issue when you can’t present all the important information in less than 10 seconds. By providing just a snippet of information that intrigues your viewers, you’re opening up more opportunities to show them the whole story at a later time.

Form an Ongoing Connection

As with all marketing efforts, the deployment of your extra-short videos may be the most crucial aspect of the journey. With 10-second videos, you shouldn’t focus on a “one and done” approach. Instead, create an ongoing connection with your viewers by offering multiple extra-short videos over a significant length of time (the indefinite future is your best bet). You have lots of media options available for this type of advertising. Create an Instagram account, and use the Story feature. Tell your viewers to follow you on Snapchat, or utilize the paid marketing capabilities there. Even YouTube has a six-second video format called Bumper that’s great for connecting to an audience.

Why this works: You’ve heard it before, and you’ll hear it again: Social media is prime real estate for marketing. Young consumers practically demand it, and the under-30 crowd is a huge percentage of the population. Today’s buyers want real-time videos, authentic updates and brands that create ways to connect. When you offer these connections, you’re grabbing viewers who feel more loyal to your brand because you’re genuine.

Final Thoughts

Short video marketing is a great idea, and they can add a huge boost to your sales when you make the most of the 10 seconds or less approach. Don’t be dissuaded by the new format. There are platforms already available for the short video format — just waiting for you to jump in. After all, marketing should always focus on the next big thing, and extra-short videos are it.