From content creators on YouTube subtly pushing promoted brands on their channel like GoPros Extreme athletes to large production agencies like Buzzfeed pushing Tasty as seen below. We as an audience have seen a large influx of online video content.
Cisco predicts by 2017, video will make up a whopping 69% of consumer Internet traffic.
According to a report by PR Newswire “One quarter of consumers lose interest in a company if it doesn't use video”. It has become crucial that companies allocate some of their ad budget to digital video production. Some companies were ahead of the game with their video production.
One success story that stands as a testament to great digital branding is Red Bull. They started the Red Bull Media House before most people were uploading to YouTube. They subtly aligned their brand amongst some of the most extreme and view-able events in sports history.
Their ability to push fantastic, easily-shareable brand content through video caused an explosion in the marketing world.
"In the six months immediately following Stratos, sales rose 7% to $1.6 billion in the U.S" -Adage.
Can your brand really afford to miss out on this opportunity? In our opinion, as marketers, it would be as if the dinosaurs saw a forecast for heavy comets and failed to get comet insurance.
All agencies are focusing on the migration of consumers seeking video content in place of textual or blog formats. By failing to build out your video content portfolio, you may be signing your own extinction.
It's likely due to our fast media consumption habits and lack of free time that we seek a more streamlined form of information delivery such as video to fulfill our immediate needs. It's not a bad thing to shift over to video, because it opens the door for building different aspects of your brand. Video helps you connect with your customers in a more personal and direct way. You can implement things like unboxing videos,tutorials or reviews.“80 percent of consumers say a video showing how a product or service works is important when learning about the company” PR Newswire.
In that same PR Newswire article it spoke to the shift of consumer habits to trusting testimonials and product reviews over info tabs saying “56 percent of consumers says customer testimonials are helpful when purchasing a product/service.”
So, if we have clear monuments of success like Red Bull and Buzzfeed and consumer trends point to a critical shift in digital consumption, our question to you is “why aren't you upping your video game”?
Video killed the radio star, but it can help you with your brand. Reach out to us by clicking below and let's talk about your needs.