What We Learned from 2017’s Best Video Marketing Campaigns

When it comes to content marketing, every business wants higher engagement online. However, a conventional approach to content isn’t going to cut it anymore. To set yourself set apart, you need to step up your game with the latest in video marketing.

Cisco predicts that by 2020, 75% of all mobile data traffic will be video.  Well known brands are shifting their primary marketing online to video as well. With better mobile technologies and speedier data connections, videos are easy to watch and easy to share.

In 2017 we saw a flurry of video campaigns that taught us a lot about how to succeed online with video content. We are going to gather these lessons here for you.

Stay Relevant with News Jacking:

This is the oldest trick in content marketing and is now widely incorporated with visual content. Hubspot defines news jacking as the process where you create content using the top trending news story. The term was popularized by David Meerman Scott’s book “News jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media Coverage”.

News jacking is a great tool for content marketers to engage their target audience using something that everyone knows about. For instance during their monthly video, “Kurzgesagt—In a Nutshell,” added the illustration of Rick from “Rick and Morty,” a popular animated sci-fi sitcom. Incorporating a much-loved character helped the episode gain over a million views on You Tube.

3 top trends

Another popular example of using news jacking would be the recent U.S. Election that saw numerous content creators using Hillary Clinton and Donald Trump in their marketing strategy. Since Americans were drawn to anything election related, it created an opportunity for many brands to monopolize, gaining better engagement rates.

Keep in mind that using news jacking doesn’t require you to use controversial subject matter. You can use humor, latest movie blockbusters or even trending hashtags to gain momentum for your online content. Whether you go controversial, or just comedy, news jacking is a great strategy that shouldn’t be ignored.

Make Yourself Accessible on Multiple Devices:

Google in its “Think with Google Report” recently revealed that 85% of adults between the ages of 18-49 were using various devices at the same time. They reported that out of every three YouTube users, two are using YouTube on their mobile device while watching television.

So how do you interpret this? Basically, when you create a piece of visual content, like an explainer video, you have to think about the various platforms that your customers will be accessing.

Recently, Warner Bros. released the trailer for their upcoming blockbuster, Justice League on YouTube and social media channels. Rather than the traditional movie trailer sizing, Warner Bros. used a square format.

This shows that the marketing team at Warner Bros wanted the trailer to be seen and shared on Facebook and Instagram where square format works best.

So whenever you have a video that you want to post online, think about creating it for every social media platform. For instance for YouTube, the resolution of the video should be 1280*720 for 720p format and quality; however, Facebook and Instagram should be formatted at 1200*1200 for easy viewing on smartphones.

Live streaming:

Introduce Yourself with Live streaming:

Before there was Facebook Live, there was Periscope which allowed anyone to share live feed to their followers.

However when Facebook introduced live streaming through Facebook Live, things changed. According to one report, Facebook reportedly paid $50 million dollars to various content creators, celebrities and brands to use this new feature.

This has paid off as now many marketing campaigns include Q and A sessions, while celebrities often share updates from their press tours. More than that, big and small businesses are using Facebook live to share updates on their new products and events.

If you want to get your feet wet in visual content marketing, think how you can integrate live streaming into your plans.

Facebook Live offers you the chance to show what’s behind the curtain. Think of it as a window into your business and how you can help your customers get to know you. You can show how you and your team work on bringing products to life by showing various steps of manufacturing or even talk to employees at their desks as they answer questions from customers taking part in the live streaming session.

Here’s what Starbucks did:

and here’s Mashable sharing news through live streaming on Facebook:

Since there are multiple ways you can access live streaming online, from Facebook Live, Periscope, Snapchat, to Twitter and Instagram Story and Live, you’ll need to pick which platform is best for your brand.

This is where you should consider your audience and determine where they spend the most time online. This is important as you want to invest your efforts where your audience is. If they are actively using Snapchat then you may want to focus your energies there. You may have different audiences you want to reach on the various sites. In this case, it might be smart to tailor your content to each of those markets individually.

You’re ready to tell your story.

We now know that video has become king of content online—now more than ever, brands are being challenged to stand out from the pack. The need of the hour is not creating videos but creating sophisticated videos that engage people. With loads of content at their fingertips, it’s becoming harder and harder for brands to engage customers. To get the customer’s attention, businesses need to share stories that push customers through the sales funnels, utilizing good looking and engaging visual content. Staying ahead of technology trends will help your videos distinguish themselves as leaders in the industry.

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