Video content is fast becoming one of the most valuable and flexible online marketing assets that any company can own.
Reuters.com reported earlier this year, that video views on YouTube have increased by 25 percent in the past eight months, to an astounding 4 billion per day. YouTube projects that mobile video will generate 66% of all mobile data traffic by 2015.
Of course, video marketing isn’t a new concept. Remember b-roll and Beta tapes? For years, companies have invested in corporate videos as powerful tools to inform, educate and entertain key influencers. But in the last few years, web video has really taken off – especially amid the evolution of the social media arena.
JSH&A’s video production partner, Thatcher Kamin of Taste Media Group, shared his thoughts with us about the importance of video messaging. Here’s a look at some of what he had to say.
JSH&A: What has changed over the last two years in terms of video use and distribution?
Kamin: As the social and mobile space continues to rise, the opportunity to educate, engage and entertain consumers with professionally produced video content has become a necessity for brands. Video not only helps share a brand’s story – whether one of quality and value or that rich in history and heritage – but also can complement a traditional press release with relevant content that media can easily insert into an online feature. Today’s public relations campaigns are capturing content for inclusion in social media news releases, digital properties, social media channels and more.
JSH&A: How important is it in today’s landscape to incorporate video into launching a brand, a product or a company?
Kamin: Internet users spend large amounts of time on video sharing websites. Whether they are viewing a comic video or researching a product or service, your company needs to be there. Studies show that by simply incorporating video onto your website consumers will spend more time engaging with the brand. To that point, Google and Compete recently reported that 39% of shoppers reference videos when researching a product.
JSH&A: Given all the social media channels today, what are some steps that brands can take to create an engaging and effective video package?
Kamin: Like most communications programs, every video needs to start by identifying the story you want to tell. Once you identify the core message and story, the creative, social and production strategy will follow. A mix of owned, earned and paid media should be considered to capture the greatest reach. I also recommend partnering with an agency, such as JSH&A, that offers full-service video production capabilities. Having all video production managed from start to finish by one team is not only efficient, but also highly effective in delivering a strategic end product.
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