There isn’t really a medium that works as well, is as simple to create or as effective at reaching the end user as online video. It has taken the digital marketing community by storm and has almost single-handedly revolutionised the social media marketplace. Its penetration is universal; it’s use as a creative media second to none. It propels people, products and places to overnight success (Susan Boyle, anyone?) and creates markets where there were none (BlendTec – Will it Blend? It’s a must-see http://www.blendtec.com/willitblend/) From a B2B perspective – it works. Don’t believe us, believe Richard Robinson, Head of Business Markets, Google UK when he says: “Two thirds of c-suite executives view work related videos online at least once a week, in fact a quarter of them prefer watching video content to reading text.”
From the video B2B marketing in a digital world
Here are some stats to underline that point:
Videos
- 1 billion – The total number of videos YouTube serves in one day.
- 12.2 billion – Videos viewed per month on YouTube in the US (November 2009).
- 924 million – Videos viewed per month on Hulu in the US (November 2009).
- 182 – The number of online videos the average Internet user watches in a month (USA).
- 82% – Percentage of Internet users that view videos online (USA).
- 39.4% – YouTube online video market share (USA).
- 89.1% – Percentage of embedded videos on blogs that are YouTube videos.
Online video stats from Comscore, Sysomos and YouTube.
(www.sysomos.com/reports/video/)
(youtube-global.blogspot.com/2009/10/y000000000utube.html)
It is without doubt the simplest, most effective and most engaging way to get any message across in as short a time as possible. Look at it from the perspective of the viewer: it is the easiest way to gather a lot of information about your company in a couple of minutes and with internet users watching 182 videos a month (according to the stats above) people are used to the medium.
In short - It works.
Lights, Camera, Action! - Production
What do you need to get going in this cinematographic age? Well, you’ll need an internet. These are available on a computer near you right now. You will need a video camera – the better quality it is the better resolution it will be on the web, but there’s no need for HD yet, so you don’t need that. You will need some software so that you can cut and shape your film into web-ready format, or you can plug your camera straight into your computer and download the file straight to YouTube. It all depends upon your production values. You can add stuff in like music and titling and whizzy cuts whenever you feel confident with the software, but a look at the stuff on the web and you will find that it is less Hollywood and more Cricklewood when it comes to putting the final cut together.
The essential component of a successful web-mounted video is the content; the message, the meaning. You can have the best production values in the world, but if the message is poor, the ratings will be poor, and conversely, the worst video production in the world but the best message and you have web-based gold-dust. Of course, sometimes something just catches the Zeitgeist and becomes huge regardless of any sort of quality or content, but you can’t legislate for that. It just happens. Ask Malcolm Gladwell why.
Production is not difficult and nowhere near as difficult as it was a few short years ago.
Placement
Placing video on a website is a simple task, and uploading it to Google Video or YouTube is simplicity itself – allowing your video a much greater potential audience than if it was placed only on your website. And the whole point with video is to get as many people as possible to see it so the message gets through to as wide an audience as possible.
Message
This is the absolute essential. The raison d’etre of even reading this far in the blog. Why are you even considering reading on if you don’t have an idea of what you are going to say? Now, we can help you out here by creating a program, a strategy, a plan. We can put it all together for you, we can host and post, we can SEO and develop, but that isn’t the point of this entry. The point of this entry is to let you know that online video is hugely successful, very easy to do and very easy to place. If the message hits a chord, video is the best way to get it through. There are many saying about pictures and film. It can launch a thousand ships, it’s worth a thousand words, it can pull at your heart-strings or make you laugh out loud.
The message is fundamental – the medium is simple.
We’re BrandBoost and we’re really good at digital marketing. Thanks for your time.
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