If you are a traditionalist and take pride in reading the weekly TV guide this article will probably make you cringe – consider yourself warned. From family’s gathering around black and white televisions to IPads and Netflix, the way in which we consume media rich content has changed considerably over the past 50 years.
Often referred to as “cord cutters” these are individuals like myself who rely on the internet for entertainment. Our entertainment platforms of choice include the likes of YouTube, Netflix, Amazon, Vimeo, iPlayer, and Amazon Prime. For me, Twenty-first century TV consists of a tub of Ben and Jerry’s ice-cream whilst watching House of Cards on my iPad.
This rapid change in behavior is largely fulled by the millennial generation and suggests that by 2025 over 50% of all viewers under the age of 32 will not subscribe or pay for a TV service. To further substantiate this trend Google recently ran a study and found that 18-49 year olds spend 4% less time watching TV, and 74% more time watching YouTube. Understanding this trend is one thing, but it is often accompanied with the following question: “How much does it cost to produce a video?”
At EHD we have helped clients tap into the power of video by creating videos on their behalf at a wide range of price points. If you’re thinking about creating a video, there are two things that need to be considered which are often overlooked.
Firstly, before you approach any creative agency or a freelance videographer it is important you understand what you want to achieve with the video – how-to, product reviews, Vlog, gaming, educational, comedy etc. As video marketing starts to reach its maturity marketeers need to become more strategic and not fall into the trap of using views as the only form of measurement. As video marketing becomes a norm in the marketing mix make sure you invest in a measurement tool such as VidYard so you can correctly aggregate, analyse and interpret user data.
Finally, people won’t see your video if you don’t promote it. Creating a video is one thing but it’s equally important to have a comprehensive marketing plan and budgets in place to promote the video across paid search/social platforms.
The emergence of micro video apps like Twitter’s Vine and Instagram’s video sharing feature means that video is more accessible than ever. How will you be incorporating online video into your 2016 marketing plans?
Written by: Daniel Augello, Head of Digital Marketing.