5 Reasons Why You Need a Digital Video Strategy

Not a day goes by do I not get an alert, on either Facebook or YouTube of a live event happening. 5 years ago, it used to be that if you wanted to watch a live event, you had to turn on the television, and hope CNN or BBC is live on the ground.

Not anymore.

Livestreaming events are becoming so common now on Facebook that I wouldn’t be surprised if we start to see more platforms offering live video. Facebook and YouTube are just the beginning, the tip of the iceberg, on what to expect. Marketers and agency executives are also very optimistic about online digital video with two-thirds of them saying original digital video will become as important as original TV programming in the next three to five years.

The event livestreaming space is also getting crowded. Instagram, Snapchat, and Twitter are just some of the other players now enabling users to either livestream events or curate video content around events.

Now that I have convinced you enough about the continued rise and domination of online video, here are some 5 reasons to take home on why online video marketing should be an important part of your marketing arsenal:

1. Video is More Engaging than Text

The human brain can process visual information 60,000x faster than text.  We seek out visual content as opposed to text. It is no surprise therefore that we are 13% more like to open an email or click on a link that includes the word “video.”

2. Video Creates an Emotional Connection


There is value in forming deep and personal relationships with your consumers. A well-crafted video can pull the right audiences and get you noticed. A Harvard Business Review study showed that connecting emotionally with your audiences can boost revenue and video is well-positioned to stir those emotions.

3. Good Video has Gotten Cheaper

Once the domain of huge companies and studios with big budgets, high-quality video is not within reach on small budgets, thanks to advancing technology. You can now take dazzling skyline and stable handheld shots, thanks to new innovative tech that enables all of this.

4. Video Boosts Conversion Rates

Did you know that visitors will stay on your site 2 minutes longer, on average, if it includes a video? Furthermore, these visitors are 64% more like to purchase a product. Online video draws customers in and tends to be more persuasive over any other media.

5. Numbers Don’t Lie

The future of the Internet can be summed up into one word – video.

You don’t believe me? Check out these stats:

  • 52% of marketers point to video content as having the best ROI
  • 73% of marketers confirm video has having positively impacted marketing results
  • YouTube reaches more 18-49-year olds than any cable network in the U.S.
  • Top five most popular celebrities among teens in the U.S. were a YouTube star

So, are you ready to start creating videos?

David Gitonga is a content marketing specialist. He creates visual content for websites, social, and YouTube. He helps businesses leverage new media to grow their brand and build authority on the Internet. You can find him on his Twitter handle @davgit or reach him via email at david@e-labz.info.

Share This:

YouTube Videos – Why View Counts aren’t Everything

Are YouTube Views Everything?

When it comes to measuring video success, most use the proverbial public scorecard as the base.

The more views your video gets, the more successful it is, right?

Wrong!

Views are good on a video, but they aren’t and shouldn’t be the only way of tracking if your video campaign is a success.

In this post, I review two key performance indicators (KPIs), in form of questions, that should guide you when unpacking your success rate.

Q 1: What is Your Primary Campaign Marketing Goal?

As a marketer, your target audience will fit into one of these three categories:

  • Unfamiliar with your product
  • On the fence about a product
  • Ready to act

With these 3 categories in mind, your video campaign should aim to either increase awareness and consideration for your product or service, and ultimately influence sales.

Remember that your consumers no longer have a simple, linear experience. They have a variety of touchpoints that include mobile, social, and reviews. With each of these touchpoints, you move them closer to a purchase decision. Video is just one of these touchpoints.

Q 2: What are your KPIs?

Now that you have a marketing goal in mind, the next step is to dig deeper into your campaign KPIs. These KPIs can fall into various categories.

Compare your marketing goal and the following KPIs to determine what you want to achieve with your video.

 

Video KPIs

All of the above KPIs are measurable. You can use Google Analytics, YouTube Analytics, and AdWords to determine and measure your campaign success.

When optimizing your KPIs, avoid using competitive or industry benchmarks. The creative choices for each video vary too greatly.

Instead, set your own benchmarks based on your past campaigns, A/B testing, and real-time optimization.

Putting One Brand to the Test

The Infinix brand of smartphones is one of the brands that continues to gain popularity. We executed a campaign on YouTube with the goal of growing awareness of it’s new brand of smartphones.

Here’s an example of what happens when you put the Infinix campaign through the exercise above:

Q 1: What is Your Primary Marketing Campaign Goal? The primary goal was to be discovered through YouTube Search

Q 2: What Are Your KPIs? As we mentioned in the graphic, one good awareness indicator is unique users. We focused on getting discovered for key search terms through YouTube Search. Looking at YouTube Analytics, 55% of the views came from suggested videos by YouTube and 33% from a YouTube Search.

 

 

Infinix Video Stats

On this project we had a clear brand goal. Every brand has specific challenges that need to be solved. In case, it was being discovered on Search.

Hopefully, you now have a better approach and understanding of why YouTube view numbers aren’t everything. Rather, the objective is whether you’re meeting your primary campaign goal and KPIs. This will not only ensure your campaign goals are met, but it’ll enable you to reach your target audience in the most important moments along their journey.

 

By David GitongaVideo and Online Content Creator

Share This:

SnapChat Video Views Now Rival Facebook

Snapchat caption

As you are probably aware, SnapChat is the new social media kid on the block compared to veterans like Facebook and Twitter. The new network has particular appeal to 18-34-year olds, but like any other social network, the usage eventually converts to an older audience. This is the magic of social media and why any serious brand should be doing social.

Vertical Video vs. Horizontal Video

According to recent reports, Snapchat now has over 8B video views. What is even more interesting is the fact that SnapChat videos are vertical as opposed to horizontal which seem to fit most social media timelines like Facebook and Twitter.

Research has shown that users are more likely to watch vertical video over horizontal video. In some instances, vertical videos have a completion rate of up to nine times over their horizontal counterpart.

Vertical videos have more appeal

An Engaged Audience

While Facebook boasts photo uploads of between 300-350M per day, this is less than 35% of its 1.59B users. SnapChat on the other hand has over 65% of its users uploading pictures daily. SnapChat’s frequency of use is clearly a selling point that any marketer should consider.

Time spent on popular social networks

Engagement is an important metric when it comes to measuring online success since the more engaged audiences are with a brand, the higher the chances they are going to talk up posts, share products, and offers. SnapChat clearly delivers on the engagement front.

Skewing Towards a Younger Audience

Millennials love SnapChat

SnapChat has the 6th-highest concentration of millennials with 76 percent of them being on SnapChat. With most younger generations using several social networks, it is good to note that SnapChat is not as saturated with ads and brands as Facebook and Instagram. This makes it a better platform to gain visibility quickly and get the attention of this young generation.

Apps on SnapChat

Are you on SnapChat? Are you looking to connect with a more engaged audience? Are you looking to test out a variety of media like video and images to grow your brand? Consider getting onto SnapChat before it gets saturated. It’s working for big brands and it can do the same for you.

 

 

Share This:

VIDEO: AITEC Africa ICT Summit

I got an invite to attend the AITEC Africa ICT Summit held at Visa Oshwal Center, Nairobi, Kenya, on the 24th & 25 February 2016. The event attracted ICT professionals and industry leaders who showcased their products and services, as well as give talks on currents trends and technologies in their respective fields.

Take a look at the video trailer below from the event:

By David Gitonga

Share This:

VIDEO: Huawei Mate 8 Launch

We got an invite to attend and highlight the launch of the Huawei Mate 8 smartphone. Check out the video highlight of the event, courtesy of CIO East Africa:

 

By David Gitonga

Share This:

VIDEO: Joe Mucheru Talks Netflix

We got to talk to CS for ICT, Joe Mucheru, on Netflix and here is what he had to say about it:

By David Gitonga

Share This:

Netflix is Now Available in Kenya

Neflix coming to a screen near you

It used to be that if you wanted to watch a movie or a TV show, you either had to purchase a DVD or simply get what was being aired on TV.

Not anymore!

With the rise of broadband Internet and with most preferring to create their own entertainment and pay for it, we have seen the rise of streaming services take over the movie industry with recent nominations and awards at the Emmy’s going to online shows like House of Cards.

Netflix has been at the forefront of streaming movies and TV shows, but it was only limited to the United States, until now. The company recently announced that is now available in 130 countries making it easy to access and stream its award-winning shows and movies on a monthly-subscription.

Neflix now in Kenya

Kenya is one of the countries where Netflix is now available and can be accessed on a monthly subscription. You can now get to enjoy all House of Cards, Arrested Development, DareDevil, Orange is the New Black, Marco Polo among other popular shows.

Speaking at the CES 2016, The Chief Content Office at Netflix, Ted Sarandos, announced the company’s goal to go global with the intention of localization some shows. According to Sarandos, some of the shows are not engineered to be global but organically become global like House of Cards and Suits, which further amplifies the need for a global television platform. Thanks to the Internet, all the constraints of traditional television are falling away, one by one, and Netflix is at the forefront in changing how entertainment is distributed.

Monthly plans start from US$7.99 with a free month when you sign up to get a feel of what’s in store.

Streaming services like Netflix and their move to target global audiences is just one of the many reasons why multimedia content on the Web is going to define the next decade in how we consume content online.

 

By David Gitonga

David Gitonga is an online marketing and video expert helping brands and businesses leverage the Internet  and Internet video to grow their business and build brand authority. 

Share This:

70% OF CAR BUYERS WHO USE YOUTUBE TO RESEARCH ARE INFLUENCED BY VIDEO CONTENT

A new report by the Google team has revealed the massive influence that online videos have on consumer sales funnel for buying a car.

Highlights of the report include:

  • The average car shopper today only makes two dealership visits.
  • 60% of car shoppers enter the market unsure of which car to buy.
  • 70% of people who used YouTube as part of their car buying process were influenced by what they watched.
  • Views on YouTube of test drives, features and options, and walk-throughs have doubled in the past year.
  • Mobile searches from dealership lots increased 46% in the last year.

Here is the link to the report:

Cars Buyers on YouTube

 

By David Gitonga

Share This:

Documenting the Customer Service Week 2015

The Customer Service Week 2015 was an exciting time as many local companies and brands took time out of their busy schedules to give particular attention to their customers. I was not left out, to say the least, and I was privileged to document some of the activities of these companies and organizations.

It was a hectic day but we were able to pull it off and create an exciting video that showcased these brands in their customer service mood. We used the hashtag #CSWEEK2015 to hype the event and let participating organizations share their experiences on Twitter.

Check it out and enjoy!

 

 

David Gitonga

David Gitonga is a visual content creator / marketer who helps businesses market their brand, products, and services on the Internet using video, images, and graphics.  He can be reached via email at davgit@gmail.com or on phone at 0721 783 420.

 

Share This:

5 Video Marketing Mistakes Most Businesses Make

Many people have a love-hate relationship with video. They realize that video is a great way of connecting with audiences and impacting their businesses. However, they also know that it is not easy to create engaging videos. Framing, lighting, and sound are just some of the challenges of creating great video products. Other concerns include the script, editing, and how to push it on the Internet. However, even if you do not have a video marketing budget, it is possible to improve the quality of your videos.

Today, I am going to highlight 5 video marketing mistakes that most businesses make and how to overcome them. Just like a good friend would point out if you have something on your teeth, I am going to point out those mistakes that you might be making in your videos:

#1. Shoddy Camera Work

Nothing irritates viewers more than watching a poorly-shot video clip that makes it difficult to concentrate on what the speaker is saying. Here are some shoddy camera mistakes and how to avoid them:

– Without a stable stand, your video is going to look like you are in the middle of an earthquake. This makes it (and you) look amateurish. A tripod can help you stabilize your shots effectively.

– Your video framing is important to ensure viewers focus on what you want them to focus. Most people frame the subject smack dab in the middle of the frame, and that does not look good. Employing the rule of thirds as shown below will help your videos look a little cooler.

Rule of Thirds

The Rule of Thirds Explained

Notice how your eye focusses on the top middle third. This is where you want to position your subject.

– If you are using a DSLR, focus is an important aspect of your camera work. Using the autofocus mode is important to ensure the subject is sharp with the background being a little blurry. This gives your video a cinematic look and feel.

#2. Bad Lighting

Bad lighting is a big problem for most videos. I see videos that either have too little lighting or too much lighting. Again, this makes you look amateurish and cheap. Regardless of how advanced your camera and camera work is, you can greatly improve your video quality by adding some light onto your subject. Investing in video lighting equipment can help you light up those dark areas and also control such things as focus and depth of field much more effectively, especially when shooting video with DSLRs.

#3. Bad Audio

This is very likely the most important aspect of your video. People may forgive you for bad video quality, but they are not going to stick around and listen to bad audio. Crisp, loud audio can save a bad video. Avoid using your onboard camera microphone and invest in a lapel mic.

#4. Being Boring

Most people are afraid that they will look shy or sound boring in front of the camera. Being boring does not mean you should be funny or comical. Instead, it means coming out as actionable, informative, and energetic.

Passion and enthusiasm are great at countering boredom. When you are passionate or enthused about your topic, people will want to take that drug. It is contagious, which is the opposite of boring. If you are fueled by what you do, you will be willing to share and teach others what you know. This is the drive needed to make interesting videos. Everytime you have something new and interesting to say, bring out that passion in your videos. Rinse and repeat and you will always have interesting videos that are far from boring.

#5. Not Doing Video at All

It is not true that he or she that does more videos wins. Instead, a combination of written copy and visual content can go a long way in transforming an otherwise average copy into a great piece of marketing material. Video is a great selling tool. In some cases, it doesn’t even require you to appear in the picture. You can create videos that include graphics and images with a voice over. The truth is, video is still at its infancy on the web and using it now makes you stand out from your competition.

Now that you have what it takes to make great-looking videos, you have no excuse not to use videos as a conversion tool for your business. So, go out there and start creating.

David Gitonga

David Gitonga is a visual content creator / marketer who helps businesses market their brand, products, and services on the Internet using video, images, and graphics.  He can be reached via email at davgit@gmail.com or on phone at 0721 783 420.

 

Share This: