Impact of Online Video

Online video has a terrific impact. 

The internet has created great waves of changes that rippled through every aspect of human life. In the business sector alone, technology played a great role in the shift of marketing strategies used to promote a product or a service. The internet in general and online videos in particular have replaced the traditional advertising uses of TV, radio and print. With millions of people using the internet at any given time, it is definitely the biggest market any business can take advantage of. A lot of promotional strategies are being made online to get exposure for all types of companies.

Online video marketing is becoming one of the best ways to promote a business.

online videoRecent research shows that online videos are getting more and more popular. YouTube, Vimeo, and Dailymotion are but a few of the various video hosting sites available on the web where companies can upload their videos and have potential customers watch them with a single click.

Statistics show that these online videos can be very powerful sales tools.

  1. Video in an email leads to a 200 – 300% increase in click-through rates.
  2. After watching a video, 64% of users are more likely to buy a product online.
  3. 50% of executives look for more information after seeing a product/service in an online video.
  4. 86% of colleges and universities have a presence on You Tube.
  5. 65% of marketers plan to increase their mobile ad budgets to account for video.
  6. 87% of online marketers use video content.
  7. 96% of B2B organizations use video in some capacity in their marketing campaigns of which 75% report positive results to their ROI.
  8. 75% of online video viewers have interacted with an online video ad this month.

Importance of Online Video Marketing

The increasing trend for online video marketing is due to the numerous benefits of using videos for marketing purposes. Here are the top 5 benefits of Online Video Marketing.

1.  People enjoy online videos

A great many people favor watching recordings over reading text. In this fast paced world it is typically much easier to have a video load up rather than having to skim through a written article to gather information. With user controls on the videos enabled, users can even skim through online videos to get the information they need. And with the better interaction of videos, users typically remain on a site two minutes longer than sites without online videos.

2. Accessible On Demand

One motivation behind why there is more online video watchers compared with TV commercials is that the previous online recordings are constantly accessible on request. In the event that a viewer likes the video, he or she can share and download them. TV ads are only accessible during the program on which they air is live (or recorded). It is much simpler to click a link or image to access the online video.

3. Reasonable

Present day innovation has made online marketing videos less expensive and simpler to create. Cheaper cameras and easy to use editing programs make the video production process much less expensive than in pre-HD days.

4. Expanding Traffic and Conversion

Because of its appeal, online videos can go viral and get exposure much more quickly than text based information about your business.

5. High Rankings in Search Engine Results

Since Google and other search engines now incorporate online videos in their search algorithms, ranking in the search engines can be done more easily with video – if done properly. We addressed this topic in our blog years ago. 

To break out of the pack, online videos need to address audience needs.

Creating a fancy, hilarious online video that goes viral is a great goal, but just because videos gets lots of views, it does not mean that the companies that created them are turning those views into profits. The key is to be sure to target the right viewers. If you identify your correct target audience, you can uniquely get your sales message across to those clients who will actually send you money for your product of service.

And isn’t that what all our marketing efforts should be about?

Getting Banned from YouTube: Your Competitor Can Do It

If you think that getting banned from YouTube is difficult, you probably play by the rules and can’t imagine how or why that would happen.

You are also being a bit naive. banned from YouTube

YouTube can be a wonderfully powerful force for businesses of all sizes in sharing their videos with the world in general, and their target audience in particular. Not only is YouTube a free, high quality storage platform for videos, thanks to it’s search parameters it helps those videos to get found. In fact, we’ve helped lots of companies accomplish this.

Think of the sheer size of YouTube:

  • The total number of people who use YouTube – 1,300,000,000.
  • 300 hours of video are uploaded to YouTube every minute!
  • Almost 5 billion videos are watched on Youtube every single day.
  • YouTube gets over 30 million visitors per day

(statistics thanks to fortunelords.com)

Over the course of its development, YouTube has evolved into a platform with a large set of rules and regulations to be followed by people uploading a video.

A YouTube channel owner has to be aware of the hazards of using this usually reliable marketing asset.

If you have a video channel which supports your website or business, you have to not only be very careful with YouTube policies, but be prepared to defend them. You could get banned from YouTube without any prior notice.

We saw this happen recently when the channel owned by Legal Insurrection was banned from YouTube.

The channel was removed without any prior notice based on third-party claims of copyright infringement. Although these claims were submitted by a political rival, the fact that the channel was banned from YouTube was so complete that even original videos created by the channel owner were banned by YouTube.

Fox News reported this ban on the channel imposed by YouTube, without any notice and can be read in detail here. Despite your political views, the fact that this could happen so quickly, completely and unjustifiably should be a concern for all channel owners.

So this should serve as warning to all YouTube channel owners that they too could be banned from YouTube and a substantial marketing asset eliminated, simply because of a complaint by anyone  – including a competitor.

Therefore, it is important to be extremely careful while uploading your content so your competitors can make no third party complain of copyright infringement or any other irregularity against you. Here are some additional suggestions that you can adhere to in order to stay on the right side of YouTube laws:

Only use content that you own or produced

This is obvious – if you don’t own the video or have the right to do with it as you please, it may get banned from YouTube. the process for your competition to dispute your ownership is very easy, do don’t give them the opportunity. This is the easiest way to get banned from YouTube. The only way that you can use content of others on YouTube is to use videos marked “creative commons.” That gives you the go-ahead to use the footage.

Thumbnails

YouTube gives channel owner the choice of three possible thumbnails, which are random images from the video as it is uploaded. We urge channel owners to use their own custom thumbnails. While deciding the thumbnail for your YouTube video, be careful. A misleading picture which attracts a user to see the video may go undetected by the YouTube algorithm but will surely be picked up by your competitor. Therefore, add relevant thumbnail pictures that apply to the actual content of the video.

Don’t get software to generate traffic

For several years, channel owners could  purchase views, likes and subscribers for their YouTube videos. They have figured that out and now the ability to uncover such trickery, and it will get you banned from YouTube quickly.

Video description

Write a long and ample video description of 500 words or more. Explain your involvement in the creation of the YouTube video. This will cement your ownership claims.

Read the fine print

In order to save you the hassle of trying to restore a channel that has been banned by Youtube, read the fine print before clicking on the “accept” button. Knowing the rules and regulations will make you less probable of breaking them without knowing.

As a subsidiary of Google, YouTube follows the policy of making it very difficult to speak with a real human being.

So it is difficult to rectify the situation if you are banned from YouTube. Our recommendation for a fail-safe solution is to be sure that you have all of your videos backed up on other media. If the worst happens, you can re-upload all of the videos to a new channel. But since you would lose all the prior views, likes, comments, etc. it is best to avoid the situation in the first place.

Postscript

The Legal Insurrection channel has been reinstated after much pressure. But it took a lot of work on the part of the channel owner, something we all want to avoid.

Video Marketing Weekly from Penrose Productions 1/24/17

Here’s this week’s edition of Video Marketing Weekly.

We’ve assembled many articles from around the internet from the past week. Folks are cranking up the dialogue for an exciting year of video marketing. 2017 will be showing lots of new innovations in the field.artificial intelligence

On that topic, the lead article for this week’s compilation of articles from around the web is one from MarTech Advisor titled “How Marketers Can Use Experiential AI to Jump Start Video Marketing.” The article begins at a very high level and identifies for example, Saas from Magisto,is a good one and comments that the new platform “uses artificial intelligence to help drive the transition from traditional marketing creative to digital-first, mobile video marketing for businesses of all sizes.”

This certainly only scratches the surface of using AI for video marketing.

Not only will it speed the video creation process but be extremely useful in tracking, serving, and increasing ROI.

But please read over and the various articles and see what you think.

Let us know. We would love to get your opinion on any of the articles curated in this week’s edition. And if we can help you in any way with you video marketing, just give us a call.

At Penrose Productions we are delighted to share this collection of articles to help educate our customers and others so they can be better informed in the arena of video marketing. Why not consider subscribing?

For help with your video advertising strategy give us a call at Penrose Productions: 650-969-8273

Video Marketing Weekly from Penrose Productions 1/17/17

Here’s our latest edition of Video Marketing Weekly.

We’ve compiled these articles from around the web from the past week. With the new year, people are getting their keyboards limbered up again to share about video marketing.

The lead article for this week’s compilation of articles from around the web is one from MarketingProfs titled “Three Major Shifts That Will Transform Video Marketing in 2017.” The article is a good one and agrees with us that in 2017 video marketing will be bigger than ever.

However we have a problem with major shift #3 in their article, which talks about the trend of bringing video production in house to increase its return on investment.

Our first disagreement is that we see no evidence of that happening, and secondly if companies are going to take their video marketing efforts in house, it needs to be done slowly as a company ramps up its commitment to making marketing videos. We’ve assisted a number of companies do this over the years, but it’s way too simplistic to think that this can be accomplished with the snap of the fingers.

But please check out this article and the various articles and see what you think.

We would love to get your opinion on any of the articles curated in this week’s edition. And if we can help you in any way with you video marketing, just give us a call.

At Penrose Productions we are delighted to share this collection of articles to help educate our customers and others so they can be better informed in the arena of video marketing. Why not consider subscribing?

For help with your video advertising strategy give us a call at Penrose Productions: 650-969-8273

Video Marketing Weekly from Penrose Productions 11/22/16

Here’s our latest gathering of information and articles about video marketing. We’ve gathered them from around the web from the past week.

This week, our lead article is the “8 Industries That Must Have a Video Marketing Strategy.” We’re proud to say that we have worked in eight of those industries, as well as many more. Frankly we would have expanded the list, but the authors probably haven’t been in the industry as long as we have. LOL

Be sure to look it over, and if we can help you in the field of video marketing, of course just let us know.

At Penrose Productions we are delighted to share this collection of articles to help our clients and others become better informed in the arena of video marketing.

For help with your video advertising strategy give us at call at Penrose Productions: 650-969-8273

Video Marketing Weekly from Penrose Productions 11/1/16

Here’s our collection of information and articles about video marketing that we have gathered from around the web the past week. The lead article this week talks about the benefits of using mobile live streaming services. Check it out and find out how creating live videos can help your brand.

At Penrose Productions we are delighted to share this collection of articles to help our clients and others become better informed in the arena of video marketing.

For help with your video advertising strategy give us at call at Penrose Productions: 650-969-8273

Video Marketing Weekly from Penrose Productions 10/25/16

Here’s our collection of information and articles about video marketing that we have gathered from around the web the past week. The lead article this week talks about how to create quick and effective video content from your phone – give it a look and see how shooting cell phone videos can help your brand.

At Penrose Productions we are very pleased to provide this collection of articles to help our clients and others become better informed in the arena of video marketing.

For help with your video advertising strategy give us at call at Penrose Productions: 650-969-8273

YouTube Marketing Videos for STMicroelectronics

YouTube Marketing to the max with the folks at STMicro.

When we see our videos being used heavily in YouTube marketing it truly gives us a warm tingly feel up our leg (with apologies to Chris Mathews). And that’s exactly what happened with the recent shoot and edit we did for STMicroelectronics at their recent Developers Conference at the Santa Clara Convention Center.

During the conference we had multiple crews traveling around to capture interviews, demonstrations and presentations as arranged by the client. The folks with STMicro were a joy to work with as they were extremely organized and very helpful in capturing the important parts of the conference.

YouTube marketing

Creating a series of videos for YouTube and other purposes was the goal for capturing the various aspects of the conference so thoroughly.

As our crews worked seamlessly (but on a tight schedule) they floated from one event or presentation to another in order to meet the need of our client for their YouTube marketing needs.

Here are a few of the efforts that currently reside on the STMicro YouTube channel as a result of our efforts:

From an efficiency point of view for their YouTube marketing, the strategy was brilliant.

Because they had the many presenters available in one place at one time, their YouTube marketing efforts were maximized for the dollar.

Stay tuned for more videos used in YouTube marketing…

 

Facebook Videos for Marketing

Can Facebook videos be used along with YouTube and other platforms for marketing?

Video marketing involves knowing where your audience spends most of its time and knowing how to tap into that audience. In the age of social media, Social media platforms are numerous, but your potential customers probably favor one or two over the others. if you are a business that has clients who frequent social media platforms (and that’s almost everyone nowadays) you need to be sure to reach them where they hang out.

This is particularly true in the area of video marketing.

For example, you shouldn’t be posting Facebook videos when trying to show off your product or service for industrial uses. Your target market does not look there for what you have to offer.

facebook videos or youtube

One of the most successful video marketers is Gary Vaynerchuk, who has succeeded wildly with his videos where he tastes and recommends (and coincidentally – not! – sells) wine. He points out in his article that if you want to do Facebook video marketing, you need to embed your videos directly on Facebook.

If your customers hang out on Facebook, you need to take this advice to heart.

That is because the Facebook video algorithm for which videos they will suggest and show actually strongly favors those who stay on Facebook. Facebook does not look kindly on links YouTube videos posted on their pages. Instead, they favor Facebook videos posted directly on their platform. Those are given a higher preference than any other metric – images, outbound links, status updates etc. This change allows Facebook to keep users on its platform instead of sending them away to YouTube etc. for viewing videos.

So if you want your video to get exposure and possibly go viral, you need to upload Facebook videos directly to Facebook rather than link to videos off that platform.

Further, as a video marketer, you need to harness the power of this increased preference for videos on Facebook by interacting with your audience using those native Facebook videos. Facebook also has powerful user data that you can use to target your niche audience using sponsored ads. By using targeting options such age, gender, location, interests etc. you can tap into users that are most interested in your brand or service. By doing this, you are automatically increasing your engagement since folks that are interested in your brand are more likely to share and interact with your videos, giving you the maximum bang for your advertising and video marketing buck.

Marketing Videos: what is the ideal length?

Marketing videos are victims of short attention spans.

When considering the length of your marketing video it is vital to keep in mind that the average internet user has an ever-decreasing attention span and lots of distractions which stop them from focusing on any one thing for a long period of time. A study from SumoMe that looked at 650,000 user sessions concluded that only 20% of people actually read articles from start to finish.

That means that your readers are figuratively running for the exits well before they have finished reading your article.

run for the exit

Wistia – a leading video hosting company – conducted a similar study for videos hosted on their platform to find out the relationship between video length and viewer engagement.

Video Length vs. Engagement

Wisita looked at data for 564,710 video and more than 1.2 billion video plays to come up with the following conclusions:

Ideal Marketing Video Length

Engagement is steady for videos up to 2 minutes which means that on average, a 90-second video will have similar engagement as a 30-second video. So, during marketing video production, you should not worry about the length as long as it is under 2 minutes.

After 2 minutes, engagement seems to drop off significantly with every second, and the correlation between video length vs. engagement shows an exponential decay. So, if your video is exceeding 2 minutes you are probably better off cutting it down to under 2 minutes.

The exponential decay starts to level off after the 6-minute mark and the engagement is steady for videos between 6 minutes and 12 minutes. In this case, it is entirely up to you to decide whether to longer or shorter based on your audience and content.

Marketing videos should be under 2 minutes if possible.

To sum it up, the ideal video length depends entirely on the viewer, the context, and the quality of production, but it is best to keep your videos under 2 minutes when you are just starting out.