In recent years, there’s been a drastic shift in the world of video. How people engage with video content has completely changed. In this article, we’ll see how advertisers can adapt their video marketing strategies to fit the current climate.
Access has changed
It’s a difference in consumer behavior. Not only how we view, but how we interact with the world around us and how we solve our problems or answer our questions.
Think about the last time you went out and rented a movie. You hop in the car and drive to Blockbuster. You browse around and see something you like but guess what, no more copies — time to look for something else.
Think about what it’s like now: simply turn on the TV, browse through the options on whatever system you might be using, whether it’s your cable provider, Hulu, or Netflix. They never run out of copies.
Production has changed
While large studios still provide a lot of content, far more is created by innovators and influencers on YouTube. Often, they use that as a launching pad to bigger and better things, now worth millions of dollars.
Devices have changed
Your smartphone acts as a TV, radio, phone, clock, and even a bank. All of this has led us to the Video Revolution.
Over half the planet will have access to the internet by 2019, and the number of devices able to access it will be three times the global population.
In 2019, it will take one person 5 million years to watch all the videos that will cross the network in a single month. Consumers are reaching a saturation point; there’s simply too much content. Consumers now feel bombarded by ads, and they simply filter out content.
Not to mention the short attention spans of people today, floating around three seconds, which is shorter than a goldfish. So the challenge becomes grabbing and keeping their attention. The problems used to be different. It was challenging to reach people, but if you did, you were in good shape. With the increase in platforms comes the increase in reach, making our jobs more challenging.
So what is grabbing people’s attention? Mobile is an obvious answer. You can’t go anywhere without seeing masses of people on their phones, whether it’s on the subway or just walking down the street. Now, devices are an extension of ourselves.
Understanding how mobile phones work brings us to content, which is personal as well. And this is the key.
YouTube stars get millions of more views than even the most popular television shows. Why? They understand how to connect with their audiences. And it’s resonating. Often they’ve become even more influential than notable celebrities. People find them more authentic – they trust them and also think of them as friends.
It’s the difference between popularity and authenticity. Reputation may get eyeballs, but authenticity moves the needle. It’s what defines YouTube stars and sets them apart. They know their audiences so well, always creating content for them and engaging with them directly on the platform. All of this builds trust.
Ten years ago, was the broadcast age, when consumption of content was extremely passive. Then, with the rise of Google and Amazon came the information age, where people could ask questions and get answers. And now, with Facebook, Twitter, Instagram, Snapchat, and YouTube, we as consumers expect to engage and participate with the brands around us.
If you want to thrive, you must embrace change. Don’t fight it.
Finally, the good news is that the objectives and goals of marketing have stayed the same. It’s just the tools that have evolved. It’s your job to adapt to them.
For further information on video marketing strategies, check out my video below.