Most businesses look for long term audiences, and videos provide interactive elements which enables the marketers to build connections, get comments and a direct response from the viewers. More than half of the marketing professional in the world admit that video helps in revenue growth by 49 per cent faster as compared to non – video marketing, and social videos get 1200 per cent more shares as compared to images and texts combined.
Branded social videos results in 64 per cent of purchases as 157 per cent of organic traffic can be driven through these on search engines.
Videos can be active or passive. Passive are non-interactive and do not generate interest of the viewer. Most viewers looking into passive videos do not feel obliged to reply or post a message or a comment.
The trend of using videos for advertising was started in 1940s in US – at the time when only 1 per cent of the US homes had TV sets. As the number of viewers grew in subsequent years, the advertisers knew the message will reach more and more customers as the ads were incorporating stories – which are now famous as commercials. The initial payment for the air charge given by the advertiser Bulova watch company was $4. Currently, the companies are charging more than $8000 for an ad of a few seconds.
Videos for conversation with the clients
The live streaming where authentic ways are used to show videos helps in improving direct relationship with the customers. Graphics and interactive content gets response in a way as if talking directly to someone and this helps to generate further interest.
Millennials watching online streaming more than TVs
Internet video posting was considered less reliable, in the early years. YouTube was launched in 2005 when online video trend picked up fast, and it gave way to the use of online free channels to promote businesses.
YouTube watch time concept is now more popular than TV ads. Young buyers and teenagers are no more watching TVs as they did in 1990s; instead, they are watching YouTube and online videos.
Online platform is able to post concepts which are otherwise difficult to show on public platforms. These are liked, disliked and shared and even ridiculed by the viewers, who can post negative or positive comments, and the marketers directly engage with the buyer.
Videos offer personalised concepts where designs, graphics and stories targeting a specific group of buyers can be posted. For example - Cadbury posted features where the age, geographical location and interest or hobbies –were able to generate the instant ad videos.
Techniques to boost ROI
Mobile friendly design - It is necessary to have mobile friendly advertisements as clients are buying online and seek real time experience, and innovative ideas are being used by the promoters to make the communication look live or real.
Tell a story - The captivating videos are the ones which have stimulating footages or a story – that clearly gives message.
First three seconds are significant - Stats on Facebook find 50 per cent of the ad value comes from the first three second of the video, as only 46 per cent of the viewers watch the whole video( as per the study compiled by Vidyard).
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