Best Bets for Video in 2012
Best Bets for Video in 2012
With all the attention on Google+, Facebook and Twitter it is sometimes easy to forget the influence of YouTube. Of course, social media consulting firms have long understood the value of video especially when it comes to getting a message to go viral.
Not only is video one of the fastest growing segments of the social media marketing scene – it’s actually still in the growth stage. No small feat considering how long online video’s have been in circulation. Part of this is due to the proliferation of mobile computing choices, higher bandwidth and the changing pattern of programming. According to research, 2011 marked the transition point among younger users with online video actually outperforming television among the youngest cohort of viewers; 39% prefer online video, games and social networking to 28% that prefer television and 14% that list dedicated video game consoles as their primary focus.
Increased Attention
So, do video campaigns work? Just ask “Old Spice” – a company that managed to revitalize one of the oldest products in the nation into a huge online success. There is little doubt that mega viral video campaigns are capable of drastically altering the impact of marketing or advertising but even among those that do not go viral, video is still of growing significance. “Tune in” video campaigns have been found to increase view times by 20 to 25 percent as compared to regular viewing options. As competition for attention continues to heat-up into 2012, expect to make video a cornerstone of your social media marketing strategy.
Format Options
The next most common concern among small business owners is what form the content should take; short-form has been found to be most effective for the majority of users with comedy leading the pack. However, one size does not fit all when it comes to outlining an effective strategy…especially when it comes to comedy. One person’s idea of fun is another’s idea of offensive.
This is where the input of an experienced social media maverick is instrumental. Determining the right message based upon audience demographics, trends and resource allocation is vital to the success of any video campaign.
Emerging Alternatives
Last but not least, keep an eye out for cross-platform interactive video alternatives in 2012. The desire to use video branding, direct response advertising and interactive video solutions is expected to be in high demand among big and small business owners alike.
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