We recently gained yet another Google Partners certification – this time in the Online Video category. As this is one of the fastest growing online channels, we thought it might be a good time to bring you an update on all things video – and why you and your brand should consider it to be a part of your digital strategy going forward.
Online video and content marketing
We talked before about the importance of strong content strategy, as it’s the safest and most reliable way to grow your online presence and traffic. And while we always need to consider the text-based content from SEO perspective, online video is emerging as one of the key channels for customer interaction.
According to Cisco, by 2017 online video will account for 69% of all consumer internet traffic, with video on demand alone expected to triple over the next 3 years. This creates a huge opportunity for brands to connect with new customers, as well as deliver more content to the existing ones. And it’s a content that is easy to consume and, thanks to smartphones, can be engaged with anywhere. Google Mobile Planet data shows that 77% Kiwis now watch YouTube on their mobile phones, and further 5% use TVNZ On Demand:
YouTube is now not only one of the most popular websites in New Zealand, but also the second largest search engine, as more and more users turn to a video when researching anything from cooking and DIY tips, to long form entertainment content.
What does it mean for marketers?
As always with digital – the growth in online video means great and exciting new opportunities ahead. Online video can be used in so many ways, giving you and your business the opportunity to promote your brand, products or statement. Not every video is an ad, and not every piece of content you create will have the same impact. But the earlier video will become a part of your marketing mix, the quicker you will figure out what type of content resonates best with your audience.
Creating a YouTube channel could not be easier, and with advanced metrics available in both YouTube Analytics and Google Analytics, you have an easy and free access to platforms your targeted audience is already engaging with.
Online video is not only about the content being consumed – it is also a new advertising platform, far more engaging than standard TV ads.
Video advertising in the digital space allows companies to be highly efficient and cost effective. YouTube and Google Display Network advertising options for video offer unique pricing models, where you select only pay for metrics important to you, as well as advanced targeting options, which means you are only investing in reaching the most relevant audiences.
If you are thinking of using online video for your brand – talk to us today about your video strategy, YouTube channels, production and advertising.