As they say – “the number don’t lie.” So, what do the numbers tell us about the power of video in a company’s digital marketing strategy?
According to Wyzowl’s fourth annual State of Video Marketing Survey, the number of companies using video for marketing purposes is up in 2018 almost 20% from 2017. Additionally, 81% of individuals have purchased a product or service after watching a video, and 76% of marketers say that the use of video has helped increase company sales. Finally, 76% of users state that if they were entertained by a branded video, they would have no problem sharing it.
The average person watches 1.5 hours of video each day. That is a lot of time devoted to video for every potential customer out there. Accordingly, effective use of video in a digital marketing campaign can pay massive dividends.
You have seen it yourself. Whenever you scroll through something such as your Facebook feed, what is the first thing that catches your eye? Video, of course. So, it is a bit of a no-brainer that in our digital world, video is king.
With companies beginning to catch on to the power of video to convert viewers into customers, how can companies differentiate themselves in the field? That is where professional live video comes in.
Use of Video in Marketing Strategies in the Recent Past
Before getting to the nitty-gritty of professional live video, it is helpful to look in the rearview mirror for a bit. The evolution of video as a viable digital marketing approach has anintriguing history.
Marketing videos often began with basic animations and “talking head” videos. Those formats were easy to produce and gave the company, or marketer, the time to prepare a message, revise and edit it in a way that packed the most punch, and then push the prepared content out to users.
That type of video marketing had its benefits. It capitalized on the burgeoning video marketing trend and grabbed users’ attention in a way that static text could not.
Of course, the next phase in the evolution was live video marketing. Given the fact that every smart phone user now has a relatively high-quality video camera in their pocket, live video started to take hold as an attractive marketing approach.
What really bolsters this new trend are the advantages that come with live video:
- It intrinsically grabs attention because it is a moving image.
- It is authentic. Someone is speaking to you in an honest, spontaneous, up-front way. While some “live” videos could be quite scripted, they still give off the impression of spontaneity.
- Using a smart phone is economical. A live video needs no editing or post-production; and after the broadcast, the video can still be viewed on the social media platform.
- Compared to non-live video, the immediacy of live streaming or live video is attractive to curious viewers who want to get information “directly from the horse’s mouth,” so to speak.
The Benefits of Real-Time Interaction
The top reason why live video is such a powerful way to promote your brand is because it allows for real-time interaction with your audience. The digital world allows people to have a “town hall”-type conversation with people around the globe in real time. Before these last few decades, no technology in history allowed that type of two-way, global communication.
Indeed, during a live video event, audience members can pose questions, give information, provide feedback, and buy things in real time.
As you likely know, personal interaction is extremely effective in creating a bond with someone. Therefore, when CEOs, or other brand spokespeople, interact with potential customers in a live video event and answer questions from the audience, a strong bond and loyalty to the brand results.
In fact, the real-time aspect of live streaming video has led to a modern QVC-type model, in which businesses showcase and sell myriad products by giving website or telephone information during the live broadcast. Others have created interactive games where live viewers can win free products related to their participation. Truly, the marketing possibilities that live video permits are boundless.
Has the Time Come for a Live Video Experience That Is More Refined, and Less Raw?
Up until 2018, live video has been the shaky, phone-in-hand kind of experience. As noted above, the economic benefit of live video is that you simply press the “go live” button and off you go. You have automatic and authentic content without much overhead, which results in a great ROI.
In fact, audiences have come to expect that live video will be much more of a raw, low-budget experience. Yet, therein lies the opportunity.
Now that we have all become accustomed to the no-frills live video world, the next trend in digital marketing will be professional live video.
Oamii, having years of experience as a West Palm Beach digital marketing agency and South Florida SEO company, can see on the horizon that professional live video is the ‘next big thing’ in digital marketing.
As the field becomes more and more saturated with live video feeds, live Q&A brand sessions online, users’ attention will naturally migrate towards those live video experiences that look, feel, and sound more professional and refined.
Of course, there may be a small hit on ROI because you now need to employ better equipment, multiple cameras, and some professional staff to manage a live event. Yet, the ability to differentiate yourself and your brand from the competition with high-production-value live streaming video may more than make up for the expense in going professional.
Oamii, West Palm Beach Digital Marketing Experts, Can Guide Your Online Strategies
Knowledge is power. Oamii not only has the knowledge that professional live video is the next phase in the evolution of video marketing, but we also have the tools and expertise to leverage that knowledge to help your brand get noticed. Learn more about the West Palm Beach digital marketing agency by contacting us at Oamii today. Fill out our contact sheet online or call 561-228-4111.