Consider this for a second… Right now,
online video makes up more than 50% of
all consumer Internet traffic. In fact, international companies like Cisco
and YouTube predict that number could rise as high as 90% really soon. Personally, this trend excites me quite a bit. I
never imagined that the visual medium I fell in love with as a boy, would
become such an important part of the way we communicate, learn, and do business
today.
If you think about it though, it makes
sense. Since the invention of television, video has been a great way to showcase
products and create buzz. After all, we are a visually driven society, and with
the improvements in the Internet over the last few years, we can now distribute
videos to audiences everywhere.
So if the use of online video is on the
rise, the next question is “How are people using it effectively?”
Over the past several years, I have
been working with a wide variety of client partners (both big and small) to
produce online videos and multimedia experiences. Generally speaking, I have
observed that the effective use of video
usually falls into one of three areas: Education,
Communication, or Entertainment. Here are some of my
observations.
Education
Online
education has become huge over the last decade for good reason. It connects
large nation-wide audiences to critical information, localized events, and
just-in-time information that can be easily shared. Business leaders have
discovered that online education not only saves
money, it provides learners with the flexibility
to access content when it best fits their schedules. As online training
continues to expand, learners are now demanding richer content, and video has
become a standard. Online audiences now expect to be able to stream, download,
and view rich media not just on a
computer, but on smartphones and other portable devices as well. Video is
proving to be the most flexible and engaging way to reach large audiences and
hold their attention longer.
Communication
When
it comes to communication, the Internet truly is the Wild, Wild West.
Businesses and individuals are all fighting for exposure through SEO, Social
Media, and any other strategy thought to give them an edge. The important thing
to remember however is that no matter what distribution channel you use, it’s
your message that really matters. And creating an effective message is the
most important priority. Professional marketers echoed this by considering
video a higher priority over Facebook, Twitter, and blog interaction this year.
Good for them because the data backs that decision. Videos in email marketing
campaigns have shown improvements in click-through rates by up to 96%. Even just by using the word “Video” in an email subject line, open
rates are shown to rise. Videos are shown to attract up to three times as many monthly website visitors and helps to keep them
on your site longer. They also
build consumer trust, and make a big impact on buying decisions.
Entertainment
The really cool thing
about the new millennium for Artists, is that the professional entertainment
industry has become much more accessible than ever before. And since it doesn’t
cost a million dollars for artists to produce content, independently produced
media continues to rise. Producers can now take advantage of outlets such as iTunes, Blip, Dailymotion, and
many others to share their work. While granted, you take the good with the bad;
the accessibility of video offers musicians, filmmakers, and producers the
ability to share their creativity with audiences like never before.
So as you consider your
media strategy for the coming year, bear in mind that your audience’s
expectations are changing. And the
challenge for educators, marketers, and entertainers alike is to capture and
hold the attention of our viewers.
Jason
W. Smith - CEO, Bright Giant Studios
www.brightgiantstudios.com