Video revamps existing marketing techniques to drive sales
Video in email marketing has been shown to increase click-through rates by over 96%. In response, the number of marketers planning to use video in email campaigns has increased 5x since the beginning of 2009 
YouTube’s Own Marketing Advice For Retailers: Create Content, Not Commercials
His main advice to brands and retailers is to create content, not commercials. Stack says that it’s important for retailers to develop a content strategy and not necessarily an advertising strategy, and sponsor content that matters to your community and spend money to promote content that’s tested and works.
Brands Can’t Sell Brands, People Sell Brands
If you’re a marketer, then you’ll probably recognize some of the following videos. Which of these were made by users? By marketers? Who started the conversation?
Tiger Woods 09: http://www.youtube.com/watch?v=FZ1st1Vw2kY
Numa Numa Gecko: http://www.youtube.com/watch?v=HItwu7PNdNo
E-Trade Trading Baby: http://www.youtube.com/watch?v=6vW9gUmooFg
Cadbury Eyebrows: http://www.youtube.com/watch?v=TVblWq3tDwY
5 Things Andy Stack has Learned About YouTube
Stack says there are 5 lessons he learned from his experience at YouTube to help create successful online video campaigns:
1. Rethink what “content” means
Kutiman & Pogo make work by micro-splicing together other content. They use films, sounds, chords, even syllables to make their music. The Khan Academy also has emerged as a new voice of authority http://www.youtube.com/user/khanacademy.
2. Every video is a conversation (if you let it become one)
Electronic Arts produced this response to a user generated video on the Tiger Woods ’08 game.
3. Every video is interactive
Interactive zombie movie adventure – Hell Pizza’s uses annotations to encourage interaction.
4. Every video finds an audience.
Online Video is reaching NEW audiences every day. Blair Fowler and her sister Elle post style and beauty related tutorials that has reached millions on YouTube and are at forefront of the “hauling”phenomenon.
5. You don’t always have to make video, you can inspire others or curate
Tweak inspired fans to help them design their shoes and the result was the mythical shoe, with wings and a pocket for a guitar pick.
Mass Media is De-Massing
Are they watching less TV? Generally speaking, Stack says, no. People are watching more TV. They are just watching cable. If you stack networks by percentage reach, you’ll see that 50% of viewership is on networks with a rating less than 1.0 (1% of households). And at 0.5% share (the point at which Nielsen stops measuring), you’ll find 30% of viewership.
YouTube offers great opportunities to online video publishers, says Stack:
It’s a good time to be a content creator. Our system allows you to unlock the untapped value of networks you may not have previously considered. For example one brand seeking to target young adults found that Fuse network delivered a much more efficient cost per order than the networks they were traditionally targeting, now Fuse is a permanent part of the line up. This also means that the established media companies don’t have the high upfront cost strangle hold on access anymore.
Source: Article: YouTube’s Own Marketing Advice For Retailers: Create Content, Not Commercials
“Online advertising is set to grow by over 11%, claiming 20% of the worldʼs advertising dollars and overtaking print as the second biggest global media category after television”
Top 5 Benefits of Online Video Marketing
1) Audience Appeal:
Reading information from a manual or presentation can become dull and unexciting. Most people do not want to read information, they want to be entertained and see products come to life. Marketing Videos can be used to enhance consumer’s experience, educate them about the product, and entertain them at the same time. A video sets of emotional triggers that plain text cannot do, and can ultimately lead to a consumer’s choice to buy a product.
Just like Netflix appeals to it’s users, marketing videos can be downloaded at anytime, and viewed from almost anywhere. They are easily accessible, easily saved, clutter-free, and environmentally friendly. What else would someone want in an advertisement?
As Online Video Marketing becomes more and more popular, competitors increase, and it is becoming increasingly more affordable to create a clean and concise video advertisement. YDraw is one of the most upcoming affordable online video marketing companies available today on the market, and they continue to increase their productivity and affordability.
4) Increasing Visits:
Statistics show that videos can increase the number of business profile clicks by more than 30%, increase business calls by 18%, increase website visits by 55%, increase physical store visits by 30%, and can increase incidence of purchase by 24%. Over 40% of people today watch online videos on a weekly basis, with over 70% watching online videos at least once a month.
5) Top Rankings in Google Search Engines:
Google allows videos to be searched and ranked according to their popularity and relevance to topics that the user searches for. Videos are a great way to optimize searching and help brands get their names into Google’s top searches.
Add simple words and phrases that an interested consumer would search for in video headings, captions, and anywhere else that text is allowed. This will make any video rank higher on search engines.
Video Example: Whiteboard Animation Buckfire&Buckfire Lawfirm
Insight #1: Consumers Set the Pace: They Want, Expect and Watch Video Across Retail Browse and Buy Experiences
One of the main things they looked at was whether or not consumer watched videos when they ran across them on retail or brand sites.
Only 16% said most of the time and 11% said all of the time. Still, that’s a quarter of consumers that have a pretty good chance of watching these videos.More than a quarter, 33% to be exact, also said they watch them some of the time which we might equate to something like a 50/50 split because the other categories were once in a while 25%, and rarelywith 15%. That looks like just 40% aren’t normally watching the videos when they get to them on a site, so the majority of consumers in the study are watching the videos more than 50% of the time theoretically. I have to put it that way because there was nohard data as in what percentage of the time did X number of respondents actually watch a video they encountered.
The number of videos watched per consumer is far more favorable with 36% having watched five or more in the last thirty days and 45% saying they’ve watched 2-4. So just 19% said they only watched one. Now remember, all of these percentages are based on the respondents, who were put into the survey because they watched a video. So this doesn’t speak at all to the number of consumers who actually watch video when they come across it, this is just consumers who are already watching videos online at these types of sites.
Insight #2: Video Plays a Multi-Faceted Role and is Ideal for Building Consumer Confidence Given Its Effectiveness in Aiding Decision-Making
Of the consumers who qualified for the study, 37% spend more than 3 minutes watching a video that educates them on a product they have purchasing intent toward. That drops to 30% for product demos, 21% for videos that are pushing a brand’s value proposition (do most consumers even know what that is?) and just 12% that have the product, but not a demo.
So clearly in the context of the study, these consumers, who have previously watched a product video at a retail or brand site, are interested in learning more about the products they are considering for purchase. That, to me, shows that they are doing research, or else, the company has done a poor job of explaining the products to consumers in general. Let’s take a connected TV for example. A TV ad might show you watching a movie from Netflix on the TV, but it doesn’t really explain if you’re doing that through another device. Some consumers might not understand that connected TV means Internet-connected and might actually be asking “connected to what? a Blu-Ray player? A computer? game console?” So these videos are working to enlighten the consumers and help them decide which product to buy.
Since there is commonly an enormous amount of options to choose from when buying just about any product these days, this tells me that the videos need to focus on what makes your product different from the rest. It’s a common question I use when interviewing: what delineates your product from the rest of the marketplace? It works wonders for services like OVPs, games like MMOs (massive multiplayer online games of which there are literally hundreds) and other products where there’s stiff competition. It not only helps me, as a journalist, see the differences and write a more informed article, it also helps the readers (gamers, consumers, you peeps) better compartmentalize and store the data for the product. So then when you go to make a purchasing decision you might be able to say “well product X has THIS but product Y only has a diluted version of it or is missing it altogether” without again going to do more research. Boom, job done, I’ve helped you make a better informed purchasing decision.
Source: Article Retail Video Builds Consumer Confidence & Aids in E-Commerce Purchase Decisions
Insight #3: Video Quality Matters
There was some recent research which looked at the difference in professionally-made and user-generated content and the synergy between them. Here in the Invodo paper they looked at the actual content as well as the production values. It turns out that shorter video, with more information, perform better in our time-starved society. But it’s no surprise that some people think higher production value means better content. That would be the crowd that doesn’t see the sense in paying for IFC on cable and instead dumps cash on HBO or Showtime. I’m not saying they don’t have quality content, I’m saying that the stuff on IFC might not look up to the same quality though tell stories just as good or perhaps better.
Now Invodo’s study didn’t discount user-generated video and its value, in fact, 41% stated that they strongly or somewhat agreed it was from peers it was authentic and so they were likely to watch it. That’s opposed to the 53% who said pro-made video is preferable, merely because it’s ‘more polished’ which does not speak to the actual content of the video whatsoever. The way the statements are worded doesn’t say one is better than the other but you could infer that from the results.
Other facets of the video also come into play in regards to likelihood of viewing, most notably quality and length at 73% and 70% respectively. However, just behind that were product demonstrations and sound quality. Light, was somewhat underrated and only affected 60% of the people.
So it seems that even the user-generated content needs to attain some unknown level of production values. That’s a given anyway since you need the video to be good enough to be believable and interesting, right?
Insight #4: While the Product Page Receives the Greatest Attention Many Locations Merit Video Integration
Video placement seems to be key as well as its content. One-third responded positively in regards to watching video on a brand page, 47% did so on a product page and a full half (51%) said they’ve watched videos on the home page. Less interesting placements included category pages, customer service areas and FAQs.
In terms of telling consumers that there is video available, they least liked a small icon (36%) or a text link (42%) stating that video was available. Instead, they were rather fond of (64%) a button, not far behind that (61%) was simply embedding the video in the page. Large icons were OK most of the time (58%) as was placing the video pre-fold, (59%).
So you need to take a look at not only which pages, but how and where on the page you’re putting these videos you have to help sell product.
Insight #5: Beyond the Site Experiences Receive Substantial Consumer Attention
The final insight looked more at social media, extending the video and value beyond the site and looking elsewhere to help expand your brand’s reach. However, email is not the way to go it seems as a full 67% said they had not (in the last 3 months) clicked a link in an email to view a video. Honestly, I don’t blame them. Given the social conditioning that was done in the 80s and 90s to not click email links because of the spread of viruses, it’s no surprise that most won’t do it. Even though anti-virus programs have come a long way and YouTube embeds right into Gmail messages, I still don’t see it as being the favorable way to get the video to the masses.
Social media itself proves to be a good time sink, especially YouTube and Facebook coming in at 47% and 39% in terms of “amount of time – all of/often/sometimes” on them. Others like Google+ and MySpace fared less favorably at just 26% and way down on the bottom was Twitter with just 17%.
Again, it seems logical to me. Twitter is an odd beast that not everyone appreciates. I use it mostly for marketing of my articles and Gamers Daily News. I almost never have a conversation and rarely ever find media there. The other category that includes Google+ and MySpace had a stunning 62% of people never going to them (Twitter had 76% but didn’t surprise me). That just goes to show why Google is now pushing everyone to have a G+ account even if you just want to upload videos to YouTube.
Video viewing numbers ran surprisingly similar to that graph above.
Twins Basil, Twins! – Austin Powers
That’s just weird, right? It seems like they’ve targeted the exact percentage of people who only use social media to watch product videos. The numbers are identical!
Finally, they poked about at mobile video, and showed that their audience is really skewed because 51% have not watched any product videos on their smartphones. Then again, that could be 51% that don’t even have a smartphone I suppose. It’s not, it’s actually 51% of the 62% who have smartphones. For those too lazy for math on the Thursday, that’s 326 people that didn’t.
On the flip side, 49% did watch a product video on their smartphones (it’s Thursday, that’s a day of optimism right?)… Yaa!
Now, no report would be complete these days without tablet video consumption. Oddly, less people did not view a video on a tablet than on a smartphone, but around half as many people had them. Yeah, just look at this chart.
Source Article Consumer Insights into Online Video for eCommerce Shopping