No, this isn’t some weird obituary announcement (promise) – we’re talking about the hit song from 1979, playfully entitled ‘Video Killed the Radio Star’. At the time, the song was a homage to the uncertainty of 20th century technology for the media arts. However, fast-forward to nearly forty years later and there is still huge debate over how important a role ‘video content’ will play in our lives, moving forward.
Well, according to CISCO as part of its white paper on VNI Forecast and Methodology, 2015-2020: “Globally, IP video traffic will account for 82% of all consumer Internet traffic by 2020, up from 70% in 2015.” It’s a pretty eyebrow-raising statistic for us marketers when you think about it.
So, what is it that makes ‘video’ such a growing trend, and how can we get onboard rather than be left behind?
Dynamic content – for everyone and anyone
The thing about video content is that it’s dynamic – it engages with your audience on a higher level than written content. To put it simply, video / image-based creative will always outrank text because our brain can process an image far quicker than it can words. In fact, the brain processes an image 60,000 times faster than it does text.
With this in mind, we have seen the rise of apps such as Pinterest, Instagram, Facebook and Snapchap – all of which have spent time integrating more ‘video based’ functions, such as live broadcasting, into their platforms to keep up with the demand for more dynamic content. Let’s be fair, we all fancy ourselves as the next Guy Ritchie by cutting our own movie using our smartphones, these days.
Part of the video revolution is the emphasis on mobile first and how this is growing increasingly important to marketers.
CISCO sites that video traffic accounted for 55% of total mobile data traffic in 2015, and 46% of all video plays in the fourth quarter of 2015 were on smartphones or tablets, according to Ooyala. With these stats it’s clear that video on mobile is on the increase and will continue to rise in years to come.
As we’ve previously covered, Google’s “micro-moments’ has highlighted how we can use mobile devices to ‘be there’ for our customers. In one of its case studies on ‘I-want-to-do moments’, Google discusses how searches related to “how to” on YouTube are growing 70% year over year (2015) and that of smartphone users, 91% turn to their devices for ideas while completing a task.
Not just pigeonholed to DIYers, video is a powerful tool for aftersale support too, for example, now I’ve got the product, how do I use it? The myriad of video guides is endless and it’s worth considering as part of your marketing strategy to help build up your brand loyalty.
Video and AMP
Google’s Accelerated Mobile Pages project (AMP) has been on somewhat of a journey since it was announced back in 2015, and is constantly evolving to serve a greater purpose to its readers. While the thought of AMP and video may not go hand-in-hand, Google has made it an easy task in enabling video content to be AMPable.
There a several ways of coding an AMP page to enable video use – so what are you waiting for?
Video ads in SERPS
Towards the end of 2015, there was chatter around Google testing out video advertising as part of its SERP advertising offering. At the time, many discussed how the search giant was actually behind its counterparts, Bing and Yahoo, but suggested that this only affirmed how video ads could serve a greater purpose in SERP ads.
Google currently offers advertisers the opportunity to run TrueView video campaigns across YouTube and its display network. In 2015 they announced how they were changing the format for targeting to ad groups. This meant that video ads have the same campaign structure as its other Google search network ads; therefore, if an offering to run a search ad was rolled out, it would easily integrate with your existing Adwords campaign set-up.
While we are still yet to see if in-SERP video ads will come fruition, if the positive results yielded from TrueView are anything to go by it won’t be long until Google, Bing or Yahoo announce an offering here.
Deemed one of the big hitters for 2017’s ‘year of’ predictions, VR is yet to ‘have its moment’ following the initial hype in 2016. The software is out there but we are yet to see if the momentum will gather around it and continue to see it rise this year.
What has been suggested is that VR will stabilise across mobile phone-based VR platforms due to its wider range of applications, relatively low cost and ease of use. For example, Facebook’s 360 videos are a likeable way for businesses to share places and experiences with their customers in a fun and interactive way.
So there you have it – regardless of what you think, video content is and will be an even more powerful medium in digital marketing in years to come. What’s more, it’s great to see that more platforms are pushing the envelope and responding to the paradigm shift towards recognising the need to publish video content in helping brands elevate their online presence.
And with that, I’ll leave you with one final mind-boggling CISCO stat: it would take an individual more than 5 million years to watch the amount of video that will cross global IP networks each month in 2020. Every second, nearly a million minutes of video content will cross the network by 2020.