These are exciting times to be in Internet marketing!
As the Internet grows and matures as a medium, marketers are seeing new
opportunities everywhere. People keep finding new ways to connect with
each other and share information, which means we’ve got great new
opportunities to connect with those people as well.
Social video marketing
is a great example of this. Just a few years ago, “social video” meant a
bunch of folks in an office huddled around a YouTube video as it paused
to buffer every twenty seconds. Today, more than four billion videos are watched on YouTube every day, with literally millions making the rounds of social media every hour.
That’s a lot of messages being seen, and if you embrace social video marketing, your messages can be among them!
Three Great Reasons To Get Into Social Video Marketing
I. Be Seen By More People, For Less Money
Let’s talk reach. After all, having social videos isn’t that much
different from having a TV ad, right? Well, we’ll talk more about the
differences as we go along, but cost is one of the biggest differences.
The CPM of an ad – Cost Per Impression – is one of the most important
things to consider, budget-wise.
Hard numbers on the CPM of a lot
of social media are difficult to find, but we have found some
interesting findings. Even on the low end of the scale, if you don’t
have many social media followers already, the CPM on social video
marketing is roughly $10-$15 per, which is comparable to radio. If you
have thousands of fans already, this number can drop to only a dollar or
two per impression.
When you compare that to the $20-$30 CPM of television ads, it’s clear that social video offers a much better price point.
II. Make a Better Branding Message
Now
let’s talk depth. Compared to “flat” mediums like text or radio, video
is a much more efficient package for putting a message together,
especially if you want to have a mix of factual and emotional appeal.
The combination of visuals, audio, and text give you many more options
in presenting your message to the public.
The key is to ensure the message is still relevant to your views in
some way. It cannot be a pure pitch; the video needs to have some
element that they directly respond to. This could be information, or
funny stories, or even just some videos of kittens. The Internet still
loves cats.
Pairing your brand with a video that people honestly
find interesting on its own merits is one of the most direct ways of
getting your brand in front of them. Remember: the Internet makes it
much easier to not watch content the user doesn’t want to see, so even more than TV, your videos need to constantly keep the viewer interested.
III. Interactive Videos Build Engagement
And
now, let’s talk reinforcement. The other big difference between social
video marketing and other video formats is that online videos can be
interactive. We said above that keeping people interested was a key to
successful social video marketing. Clickable video is that key.
A clickable video
increase on-site time, and greatly extends the number of people who
watch through to the end of your video. It’s pretty simple stuff,
really. The Internet keeps peoples’ clicking-fingers itchy, so you give
them things to click on of your own. You can send them to your website,
open up virtual catalogs, encourage them to share your video, and more!
So,
social video marketing offers a significantly better value, while
giving you far more effective ways of reaching out to people. With the
right combination of information, humor, and interactive elements, you
can make great social marketing videos that spread at the speed of the
Internet.
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