If a picture is worth a thousand words then what is video’s value? According to a recent panel at Advertising Week, much more.
We are a visual society. The more content migrates to mobile devices, the more we become interested in visual mediums. That’s why video is quickly becoming one of the most important weapons in the content marketer’s cache.
For starters: YouTube is now the largest video streaming site and second largest social platform in the world. How can brands optimize video content to make sure they stand out in this overly crowded space?
As always, the medium is in part the message. In order to truly stand out (especially among Millennials), brands need to be more progressive about how they communicate through digital and mobile. They need to rethink their relationship with culture, and the way they produce content.
Video is more than just a face and a camera. It is an opportunity for brands to create visceral, culturally impactful content that aligns with the thoughts, hopes, dreams and needs of their consumers.
“Know what the planet is thinking about and caring about,” said Dave Rosner, SVP of Marketing at ZEFR, during a panel session entitled Video Today: Where Culture From Brands is Born.
Great advice. Video is quickly becoming the preferred medium to communicate true, human emotion. For content marketers, this means there is a far greater emphasis on curating the content that’s relevant to the brand and culture at large. I can sum it up in three words: Ice Bucket Challenge.
Video also offers another benefit to marketers: Speed. “Video is about living in real time. Things are happening so fast, the message is always changing,” said Kaskade, American DJ and record producer. There are myriad examples of artists using video to successfully connect with fans in a relevant way including Mike Posner’s web video series and UK rock act Rob And Kal’s behind-the-scenes music creation process.
Lastly, video offers easier access to emerging influencers. As YouTube content producers grow in popularity, so do brands’ opportunities to partner with them. “Digital video, in particular, helps us understand who the influencers are,” said Doug Ray, Global President of Carat. “Social influencers are going to be playing a more and more important role as we go forward.”
Take VidCom for example. It’s a California event managed by Hollywood’s United Talent Agency where online video fans stand in line for hours to get autographs and see their favorite YouTube personalities perform. This festival, among many others, is part of a larger, booming corner of entertainment where YouTube stars step out from behind their bedroom webcams to perform, interact and engage with their followers. And if you’ve got a large, relevant audience that listens to you, then you’ve got the influence and brands will take notice.
Videos flooding the Internet are shaping culture as we know it today. Bottom line: Having a strong video content strategy means understanding your audience and tapping into what’s trending in culture. If used effectively, video can provide a means for more people to find and (truly) like your content (and your brand).
Alyse Lorber – Global Marketing Assistant, gyro
Alyse Lorber is the global marketing assistant at gyro. Prior to joining gyro, she spent nearly a year at Time Inc. working at PEOPLE magazine. At gyro, she helps lead the agency’s PR efforts, uniting a network of thirteen offices around the globe. Alyse has written extensively on marketing to Millennials and enjoys covering topics ranging from popular culture to advertising and everything Gen Y. She graduated with honors from Ohio University with a degree in journalism and public relations.
Follow her at @alyse_michelle