7 Video Trends For 2016
Twitter Inc's Parminder Singh
says brands must strategise early for digital marketing success in the New Year
Online video is changing
the way companies in India 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 con tinue to transform the internet in 2016 and beyond. #7VideoTrends
1. 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 realtime, 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.
YesBank (@YesBank) was the
first ever bank that gave users the option to watch the live broadc a s t o f
Ye s Bank's annual results on Periscope, allowing followers to interact with
the live broadcast as it happened.Today, over 40 years of video are watched every
day on Periscope.
2. 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.For example, 43% of Indian users
will immediately show a video they found on Twitter to friends and family on
their mobile device. Marketers should start the conversation with video and
watch the engagement accelerate.
3. 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.
Cadbury 5 Star
(@Cadbury5Star) created several Vine videos with their iconic brand ambassadors
Ramesh and Suresh using Vine to share cricket lessons during the ICC World Cup.
The brand generated several Vines where the duo created a funny side to
excelling in cricket. The Vine videos emphasised the concept of being lost
after eating a bite of 5Star.
4. 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. Oreo (@OreoIndia) used Twitter's native video to show us ers the
different recipes they can create with Oreo with a 30 second highly engaging
and visually appealing video. The video message and content comes to life even if
you don't opt for audio.
5. Make views count
50% 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%
viewability standards. For example, 1 in 4 Twitter users are more likely to
discover a trending video first over the average consumer. (Source: Research
Now, 2015)
6. 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.
Reliance (@RelianceGroup)
created a video encouraging Indians to pay tribute to the efforts of the Indian
Armed Forces on India's 69th Independence Day.
In this way Reliance Group
set the stage for patriotism with its Twitter campaign targeted at India's
Twitter users with a timely and effective message. The video encouraged users
to click a selfie while saluting the brave heroes of the Indian Armed Forces on
Twitter using the hashtag #SaluteSelfie.
7. 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.
The author is managing
director for India, Southeast Asia, Middle East and North Africa at Twitter.
ET6JAN16
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