Movie-ing on up. How video is taking over online marketing

No matter how great your business idea is, unless you bring your product/service to the attention of your target audience, the chances of it getting off the ground are slim. To sell up a storm, you need to first market up a storm, and in this digital age, the opportunities to do so are countless. The power of Twitter and Facebook is unquestionable, and there has been a degree of resistance to other platforms that have been set up to capitalise on their success. Google did everything right when they developed and launched Google+, but so far, it has raised barely a ripple on the social media seascape, as have a number of other less well funded and publicised platforms. Why is this? People know what they like, and like what they know – so whilst Google+ isn’t in its death throes just yet, the chances are that if it is to achieve success, it may have to hang on in there for a while. Whilst Facebook and Twitter reign supreme, it’s going to take something very different, but equally valuable to a business audience, to turn people away from “Facetweeting” (a lovely phrase coined by a very successful businesswoman, which beautifully summed up the frenzied activities of her youthful marketing team).

The eternal search for something new has seen a meteoric rise in video marketing. Historically, marketing videos were dry “talking heads” affairs, shot at great expense by a team of professional  cameramen, sound engineers and other creatives. They required hours, if not days of filming, many more hours in the editing suite, and a vast outpouring of cash. Nowadays, the advent of professional quality kit (even a good smartphone can film a very slick video clip) has opened the doors to a deluge of moving pictures – and marketers have been quick to see the value of replacing text and images with video. It’s alive, it’s engaging, and an awful lot of information can be packed into a very short clip.

Youtube is the biggest name in video content. Everything from professionally shot corporate video, to cats doing strange things can be found within its vaults. It’s highly ranked for search, simple to use and navigate, and allows you to embed your own content to be hosted there, but embedded on your own site – spelling the end for slow, content-laden websites which fall over when you so much as look at them.

A few others are tugging on the coat-tails of Youtube. Instagram has recently launched a video option, Vimeo has been around for a while, and a new kid on the block causing a fair amount of interest is Vine – which is a smart little number that only publishes short looping videos which are perfect for marketing purposes. Short, succinct and powerful – they are like Twitter in motion, and we predict that people will be Vine-ing more and more as awareness of the platform grows.

Catalyst Centre’s Top Five Tips in making an Engaging Marketing Video 

Keep it short, to the point and simple;
Focus on the value you add, not the hard sell;
Show what you do, rather than talking about it – nobody loves talking heads;
Use humour (carefully);
Leave them wanting more. Schedule a series, and add a taster of the next video to each one you publish.