What is internet video marketing?
Since the rise of the internet, traditional marketing procedures have become obsolete. Everything has shifted to the web and today the web has become a unified platform for nearly every kind of business. Either people want to provide their products and services through the internet or they want to generate awareness about their products and services among the internet users to increase sales of their offline products and services. In one way or the other, the web has become an essential toolkit in the hands of marketers.
Unlike any other forms of marketing, Digital marketing had an extremely rough start. It began with websites displaying posters of other companies and products on their web pages for which they were paid depending on the number of visitors their website reached. Those were the early days of the internet and most people did not even have a computer with them. It was the period of rivalry between apple and Microsoft. The web was in its infancy and companies like Netscape were hell bent on owning the larger piece of the cake. By the time, search-engines became popular, internet marketing agencies and online advertising companies had already gained a stronghold among the majority of their audience. Then came yahoo and msn and they tried to grab a piece of the internet marketing cake for themselves. People were more diverted towards search engines to find the relevant information. In turn, search engines made use of this opportunity and started to put all kinds of ads including banners and flash content on their homepage and search results pages.
When Google came to the market, people were already frustrated by dealing with pop-up windows and display advertising. Marketers were searching every possible way to improve advertising impact on their audience and the user interface of the search engine had no slot in the scenario. Then Google made its impact with an extremely powerful search engine with a clean and intuitive user interface. Over time, it also entered internet-marketing and advertising platform with its innovative AdWords service. Some existing search engines like Yahoo, MSN and AOL refused to change their advertising and marketing procedure paving a clean way for Google to gain a majority market. Soon Google became a preferred platform for internet marketing and the internet marketing agencies depended on it to carry out their marketing campaigns. Today the majority of the top search engines have changed the way they promote products and services.
Since the beginning of the web, programmers have been trying to embed and display various kinds of files on the web pages. Browser manufacturers wanted to make sure that there are only a limited number of files that can be displayed on the web page to avid clutter. Some of the major ones along with mark-up text were pictures and flash files. All the remaining file types were only downloadable to the users system or else displayed through additional browser plugins.
With the rise of technology and deprecation of flash player’s effectiveness in the browsers, the browser programmers built inbuilt API’s for displaying majority of video types. The launch of video websites like YouTube, Vimeo, dailymotion, Metacafe etc enabled people to upload and broadcast videos. Since then videos have become one of the most effective means of expressing information to the target audience. Marketers have turned the web in to their personal television and creative video’s that explain different products and services have flooded the web. All marketing videos fall into categories like motion graphics, explainer animations, typographic motion, testimonials, webinars and general advertisement type videos that we normally see on our television sets.
Internet Video Marketing statistics
- The rise of video marketing has diminished the traditional content marketing methods.Nearly 70% of the companies that maintain their presence in the internet has one or the other type of video marketing strategy.
- According to statistics released by Forester Research, a single 3 minute video conveys information worth more than 1.8 million words. Videos help users understand a product or service 74% more than traditional content marketing.
- Major video websites like YouTube, metacafe, dailymotion, etc. come under the top 20 most visited websites on the web. Any average web user who spends at least 4 hours daily on the internet is exposed to more than 32.2 videos every month.
- There are more than 40% chances that he has been exposed to marketing and advertisement related videos during his time on the internet. More than 30% of the users watch business and product related videos at least once in a week.
- A marketing video has 75% chances of converting a viewer into a potential lead. An average user spends at least 16 minutes watching online videos every month. Any marketing video has up to 12% conversion rate.
- Real estate listings with a video receive 403% more enquiries than listings without a video. If a video link is attached to an email marketing campaign, there is more than 53% chance of the user being redirected to the website.
- If your website contains a video introduction, there is more than 50% probability of search engines ranking you at the top ranks. More than 90% of the users say that they understand products and services better after watching an explainer video. YouTube is presently the world’s largest video website and receives uploads up to 72 hours of video every minute.Types of internet marketing videos and their impact on the audience
Each of the above stated types of marketing videos are targeted towards to a certain type of users and their effectiveness is similarly calculated. Each type of video conveys a specific information designed to pique the interest of the viewer. The information presented depends on the script and the graphics or characters in the video. Let us explore the varied impacts each of these videos have on their target audience.
Motion graphics/Explainers/ Typographic Animations: These are the most common types of videos available online. You can find numerous examples of animated explanations and motion graphics made by top animation studios in all over the world on Vimeo. These motion graphic videos are animated either in 2D or in 3D plane. They highlight a company’s work process and the services or products it provides. Some animations may also explain the inner works of a company or a service. The essence is to provide an introductory guide about the target product to its customers. These animated videos are easier to make and are generally made in animation studios or programming and designing companies. They are also cheaper than mainstream advertising videos.
Testimonials/Case Studies: Testimonials are the reviews that you see generally about a product or service by some people or the company’s test subjects. These testimonials provide an idea about the experience of using the product or service. Most companies produce testimonial videos as they cost less but are very effective. These testimonials are also aired on commercial television in the form of advertisement. Case studies are videos that demonstrate a study done by a company using its products or service. Case studies are much more informative but they take up a lot more time than normal videos. Thus, most companies stick to testimonials and the case studies are hosted on their website and personal YouTube channels that could help the user understand the product more deeply.
Webinars/Tutorials: Webinars are tutorial classes whose recorded videos are publicly aired on major video sharing websites. Such type of videos are generally used by institutions and coaching centres. These videos are mostly paid content and websites like Lynda and webtuts are perfect examples. Educational institutions in the form of premium content host difficult chapters, design concepts, programming and other educational content on private servers that can be accessed by students and learners. These videos are never used for marketing or promotions. Additional videos explaining the contents of these courses are used for promotion and marketing purposes. Such Videos have recently become prominent as provide immense scope for online learning and video-based tutorials.
Demonstrations/Presentations: Demonstration videos are product and service demonstrations that provide deeper understanding about the products features and characteristics. Product-based companies generally publish them in the major video websites. You can often find such videos about smartphones and electronic devices. The practice has been carried on to other non-digital products and services offered by companies. Presentation videos are the ones in which you generally see companies presenting or introducing their new products or services at press events. These videos are also not used for promotions and are only used for deeper understanding and introduction of products or services to the market.
Thought leadership/Behind the Scenes: Thought leadership videos are the ones that highlight the best works of the company or the products and services that the company provides. They are generally a collection of numerous videos like demonstrations, presentations, tutorials, webinars, testimonials, case studies and advertisements used to highlight the impact or importance of a product or service. Companies use these videos on their home pages and other major parts of the websites where the motion graphics or advertisements cannot be displayed.
How to decide what type of video to use
Deciding what type of video to use at what platform is extremely important to have a significant impact on your audience. If you were to introduce a new product or service, you would need an explainer video or motion graphics that demonstrates the best qualities of your product. If you were presenting your product or service in front a live audience then you would need a demonstration video or a video presenting the product. Each of these video types have a significant impact on your audience urging higher conversion and awareness among your audience. However, how do you select the right type of video for the purpose? Follow the below mentioned guidelines to make the right decision.
Purpose. The purpose of the video must be clear from the start. If you are about to demonstrate product features then you would need a demonstration video. If you want to educate your audience, use a webinar or tutorial. If you want to show the benefits and advantages of your product, use a testimonial or case study to tech and highlight its qualities and effects.
Audience: The audience matters as much as the purpose of showing the video. If the audience expects to see a tutorial video at some particular page on your website and you show them a promotional clip, their interest in your product will be transformed into hatred. Make sure you position the right type of videos at the right places on your website or blog so that your visitors find exactly what they are looking for.
Context: It is important to understand the mentality of the user when he or she is watching the video. The content displayed in your video must be easy to understand and comprehend. Users must be able to understand easily when they have to click the next button and when to pause and read text written in the video. Intuitive content is highly necessary for higher conversion ratios and awareness among your audience. That is why you will often find that most of the large-scale commercials are extremely easy to understand and leave an emotional impact on their viewers.
Understanding consumer behaviour and producing appropriate videos that cater to people’s requirements is extremely important to create a lasting impact on your audience. People look for solutions in products and services and video marketing is the perfect tool for explaining them that they have finally found the solution. The high rates of viewership and cheaper hosting has enabled everyone with a website or even an email to host his or her promotional video in the major video sharing websites. The production prices of the videos have also significantly reduced in recent times making it easier for individuals and companies to create the right type of video for themselves. Most video production companies like Fama Media Productions produce excellent quality videos that can be used for any purpose depending on your requirements.