Cord cutting, subscription based services and the ability to watch content over multiple platforms have changed the advertising industry dramatically in recent years. It is projected that in 2016, global mobile advertising spending will surpass $100 billion , as today’s young people engage with the Internet chiefly, and sometimes exclusively, on smartphones and tablets. Of this, over $20 billion will be spent on video advertising, a strategy that gained massive traction in 2013 and has been growing explosively in proven marketing efficacy – and accordingly, capital investment. This movement coincides with the rise of social media as a prime consumer influence, and brands are taking full advantage in using video on these platforms.
The facts are indisputable – video is revolutionizing today’s online world. Having said that, it would also seem clear that video-based interaction is the future of brand marketing. As advertisers go back to the drawing board to figure out new and innovative ways to engage their increasingly distractible audiences online, I would like to share my top five hacks for introducing video and interactivity into your marketing strategy.
HACK 1: Consistency
Building a brand and loyal consumer base does not happen overnight, on the internet or off. From a technical point of view, using social media to establish a base of people who are ‘interested’ in your offering may be easier today than ever before – but creating a steadfastly loyal community is something else entirely. Planning, consistency, and perseverance are crucial. I would recommend setting forth a pre-determined amount of videos per week on each of your social media outlets, so audiences know what to look forward to. Anticipation is what makes any series great. As such, remember that part of what attracts consumers to your brand or video series is your proven investment in the sphere – and minimal results even after your first few releases is not by any stretch an indication of campaign failure.
HACK 2: Tapping Into Trends
Relevance is of essence with an Internet audience especially, and no matter what your video’s objective is, peppering it with references to currently trending events, Twitter hashtags, memes, or even slang terms will certainly enhance viewer traction. Like any other social platform, YouTube tracks its trending videos and genres – and you can spotlight what’s trending by consumer country, age, gender, and more. Results like these as well as Twitter hashtags and Google News trends should figure into your content development process when relevant and practical.
HACK 3: Foster A Two-Way Relationship With Viewers
HACK 4: Exploring Influencer Partnerships
Partnering with industry influencers can be an incredibly valuable strategy in achieving mass content exposure, but should not be rushed into blindly, no matter how many tens of thousands of Twitter followers your potential influencer has. Branders and video producers need to consider that there is a give-and-take involved in many such cooperations – namely, that influencers can demand an infusion of their particular messaging into your content as a condition for their partnership. In responding to this, you need to be sure that you and your prospective partners share similar values, and that your message won’t be obscured by the partnership.
HACK 5: Subtlety Is Endearing
Whatever the objective of your campaign, there is a general golden rule to hard selling – basically, don’t. Presumably, you are targeting a tech-savvy, millennial demographic. That group is particularly averse to attempts at hard selling, and going that route could mean not just an ineffective campaign but instant disinterest. Instead, abandon blatant calls to action and instead try presenting whatever you’re selling – even if it’s yourself and your vlog – with an overall style of subtlety and cool. Content over theatrics, if you will. For example, consider replacing “see you next week!” with a five-second clip of next week’s highlight. Today’s younger generation knows that they have virtually limitless options in online entertainment, and unlike previous decades, see no reason to sit through ad placements they perceive as intrusive.