Trending’s secret sauce? Videos
Online video is changing the way companies in Asia Pacific interact with customers and drive business results. 2015 has seen the emergence of exciting new ways of creating, consuming and connecting with customers through video. Video views on Twitter have grown 150x in the last 12 months and 2016 is going to be an exciting year for marketers and brands looking to embrace video. Below are seven key trends on how video will continue to transform the internet in 2016 and beyond.
Be the broadcaster
Viewers have come to expect real-time raw action rather than a polished performance. When something exciting happens around us today, people will share their experience live via mobile, with others in the moment. As we move towards live streaming broadcasts from anyone, anywhere in the world, brands should leverage real-time, authentic content to show and tell. A live stream event takes precedence and can win over eyeballs where viewers might have previously taken the ‘will check it out later’ approach.
Share first
Whether it is to a few family and friends or the whole world, people are looking for a seamless way to distribute amazing video content they find. According to research, now 38 per cent of users in Singapore think that Twitter is a great place to discover video. Marketers should start the conversation with video and encourage brand followers to share the experience with their own circles, and watch engagement accelerate.
Create content instantly
From fun visual experiences to live moments you want to share, it all begins with a story you want to tell. Sometimes, multiple short clips will tell a better story than a long video. In fact, short stories encourage viewers to watch clips multiple times which can drive greater brand results. Marketers can add a dimension of interactivity with the wide range of GIFs, Vines and conversational video formats to choose from.
Think audio optional
Autoplay videos will be the norm as social media platforms move towards more seamless, media-forward, rich media consumption experience. Make your video stand out by building ‘audio optional’ video content and let your video message come to life with or without sound.
Make views count
About 50 per cent of the video ad impressions globally are actually never seen (MOAT Analytics via eMarketer, Q4, 2014). To maximise return on video investment, brands need to dive deeper into two measures of social media platforms – content discoverability and 100 per cent viewability standards.
Connect when it matters
Marketers can reach their target audience more effectively with the growing treasure trove of user insights. With relevant demographics and interest attributes, brands can target and engage with specific audiences during key moments, when it matters.
Explore app marketing with videos
There has been a seismic shift in the way users utilise mobile apps. Whether it’s music, games or entertainment, people are spending more time consuming content on apps, driving superior engagement and value for businesses. Get the best of both worlds by utilising video to allow your audience to get a glimpse of what your app is about.
Video is an incredibly powerful tool for storytelling and lends itself well to innovation for both B2B and B2C brands alike. Stay on top of the video trends from the get-go, and 2016 could be your trending year.
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