Throughout the past decade, online video marketing has grown in influence and ubiquity. Ten years ago you’d often here business owners state that they didn’t really need a website; a view that is now all but extinct. Now, just as then, marketers here the view from many businesses that they don’t really need to invest in video marketing but like websites, video has undeniably become an essential weapon in any businesses armoury.
With social media and new video platforms enjoying vast growth, there are now more channels than ever for brands to get their message out into, by engaging with their communities through targeted video advertising campaigns. Here are some suggestions about what may happen in video marketing this year.
More Synergy Between Video Content and Other Platforms
There are good indicators that digital strategies will become more integrated across various platforms. You only have to take a look at the top performing brand ad-campaigns doing the rounds nowadays to note that the majority of those ads were part of integrated marketing campaigns, in which social media, TV advertising and print media were harnessed in conjunction with short viral video content to create waves with consumers. This year also looks set to see increased integration across different traditional divisions of marketing organisation, such as marketing, communications and mobile.
Paid Amplification on Social Media
Already with us through previous years, the notion of paying for featured ads to boost your output on social media sites is set to grow throughout 2015. As the sheer amount of new video marketing threatens the chances of one clear message getting through to its intended audience, there are clear attractions for advertisers to pay for their ads to be featured more prominently than others.
Greater Emphasis on Analytics
Google Analytics has been a big deal for some time, with companies that know the habits of their consumers better able to tailor content to suit them. With Google’s Universal Analytics service recently going live after a successful beta stage, expect even more detailed analysis to be possible. This year, with the technology now in place, there will be a greater emphasis than ever before on who is watching a video, where they are watching it and crucially on what type of device.
Wearable technology, such as smart watches, gained a great deal of ground last year with the announcement of a 2015 release for Apple’s iWatch. The growth of constant connectivity introduced by smartphones and high-speed wireless net connections could be extended yet further by wearable tech. This a very desirable situation for marketers, who are already looking for ways to utilise wearables as channels for advertising. Though Google Glass has been shelved for the moment, it is interesting to think how video marketers will seek to develop products for this kind of virtual technology in particular.
Facebook’s acquisition of WhatsApp was arguably one of the biggest eyebrow-raisers in the world of technology company acquisitions last year. With Google enjoying untold success from their purchase of YouTube in 2006, eyes are on Facebook to see what they can bring to an already hugely successful platform. This reaffirms the point of view that sometimes it is better to eschew launching a new division and garnering a new profile and audience base, in favour of simply buying somebody else’s. Expect more buyouts for eye-watering sums from the big tech giants in 2015, as this trend continues.
Growth of User-Generated Content (UGC)
It has been an axiom of the video marketing industry for some time that UGC is generally more trusted than slick advertising content, when it comes to brand advocacy. Whether through creating competitions for users to send in their videos or by asking permission to use a certain clip, we have seen many examples in the past year of this type of content playing a key role in video marketing. Less polished and generally of a lower quality than standard marketing video though it may be, UGC is likely to feature in many more of the big brand marketing campaigns this year.
‘Year of Human’ in Marketing
With the popularity of UGC in mind, 2015 is being billed as ‘year of human’ by many marketing insiders, as they sense a real weariness with corporate-speak and campaigns that seem disingenuous within their communities. Video is increasingly being seen as the ideal medium through which to break this habit and engage with consumers on a real human and emotional level, even in B2B marketing. Humour, playfulness and even silliness will play key roles in humanising marketing campaigns, as brands become happier in presenting a more vulnerable side to their consumers. The advance of mobile technology has, almost ironically, brought human characteristics and behaviours that were at times absent from the modern marketplace back into relevance.
About the Author
Jon Mowat is a former BBC film maker and now heads up Bristol based video production and marketing company, Hurricane Media. He has written extensively on social media and video marketing and has produced video content with many well known brands like Canon, Sony, BMW and Peugeot. You can follow Hurricane on Google+, Twitter or Facebook.