The Future of Online Video

An Overview of

Online Video Marketing

According to CISCO by 2016 ,

55% of all consumer’s traffic will be video

A study from Bell Associates show that video will account for more than

one third of all online advertising spending

in the next 5 years.

How did Online Video promotion become

a rage?

Here are three Fundamental Guidelines for creating online

videos that achieve brand, aesthetic and innovation goals

#1

Don’t think short. Think ‘as short as possible’

According to a study conducted by Wistia,

we know that shorter is better

The study also tells us that at some point, engagement flattens out, and

there isn’t much difference between a2 minute video and a 5 minute video

The flattening clears 2 points to us:

#1: Though audience’s attention span is short, they are not as short as the film makers/ video makers thought.

#2: It mirrors audience consumption of film when film first hit the mainstream

History

● Films used to be short because of technological limitations

● Filmmakers were yet to realize the power of films/ videos

● Films were also short because audiences had not yet learnt how to consume them

The data coupled with the history gives us stronger possibility:

● Online marketing videos should be short but not too short

● The content should be strong and tell a good STORY

The Key:Impressive and longer stories to engage your audience

How to find the balance between short audience attention span

and people’s demand for longer video

content?

#2

Don’t think Episodic. Think Serial.

What is an Episode?

Each program is a self-contained entity

without an interconnecting narrative.

In other words, a viewer does not need to

have seen the previous episodes to be fully

immersed in later episodes.

One of the most talked-about contemporary online

campaigns, Uber’s “Behind the Wheel” series, is a

collection of independent, self-contained slice-of-life

stories with Uber drivers.

Technology, in many ways, is forcing shorter and

shorter episodes on video creators

(think Vine’s six-second limit).

And as we learned above, audience affinity for

longer stories is increasing -- 33% of tablet

owners watch an hour of video every day

(according to Brainshark).

Therefore, it may be time for video

creators to begin to tell longer

narratives across many episodes.

A Series

#3

Think disruptively.

(This is not a commercial.)

Both early film and television were shot

“proscenium style” -- an unmoving camera

simply capturing the events that took place

before it. This was done to simulate the

experience of theater so as not to disrupt the

audience too much.

But audiences quickly came to regard film,

and then television, as completely unique

media platforms. Once this shift happened,

audiences demanded equally unique creative

approaches.

But audiences quickly came to regard film, and

then television, as completely unique media

platforms. Once this shift happened, audiences

demanded

equally unique creative approaches.

Too many online videos are nothing more than repurposed

television commercials. This doesn’t work because the online

environment is social, and television is most definitely not.

Tom Pepper writes for Econsultancy

that,

“Advertisers must create content that is

designed for digital audiences who

consume video in a different way to TV

viewers.”

Brands must stop thinking of

online video as commercial and

begin thinking of it as a space for

socializing and entertainment

STOP thinking of each video

as a project.

Tell your online video consumers

through your creative execution that

“this is not a commercial.”

How to create a Brand Champion ?

What Consumers really want is a compelling and authentic story

Successful brands provide engaging content that consumers can watch and

share.

Three reasons to focus on shares rather than views:

#1: Shares are the global currency of social videoViews can be purchased but shares have to be earned

#2: Shares are E-word of mouthThe most trusted form of advertising

#3: Social viewers are far more likely to act after watching a branded video