Video is the fastest growing digital ad format and the fastest growing type of video is “Explainer Video.” Why? Because every business needs a quick, smart, creative way to say what it does and why you need it.
That’s the question that 4 panelists, including John Follis, will be discussing at this American Marketing Association event. Check out this fun video promo for the event created by Big Idea Video:
The Top 3 Business Marketing Trends for 2014
#3 Social Media
A couple years ago this was #1. For a variety of reasons, however, the shine of social media has lost a bit of its luster.
This past year both Forbes and USAToday reported how social media isn’t working for small businesses in pieces titled, “Why Small Businesses Are Losing On Social Media” and “Study: Social Media a Bust for Small Businesses.” Both were in response to a 2013 survey released from Manta research revealing that over 60% of small businesses reported they don’t see any ROI (return on investment) on their social-media activities. That’s a big number and a strong indication that while many may have been partying with social media these past couple years, a lot of those folks are now feeling a hangover.
It seems that the people making the most measurable money on social media are the folks charging you to tell you how to do it. That said, social media certainly isn’t going away and it will continue to be an important element of a business marketing plan. In 2014, it just won’t have the lure it’s had in past few years.
While everyone has a cell phone, not everyone has a smart phone. And, certainly, not everyone has a tablet. But in 2014 more people will have both. Which is why more businesses will be conforming to a mobile market in 2014. It’s also the reason web designers are experiencing their biggest spike in business since 1997. It’s called responsive web design which means that the site design will look as good on a mobile device as it does on a desktop or laptop. At this point, most don’t. In 2014, they’d better. Also, more and more business is being done remotely and virtually requiring more and better mobile devices.
Lastly, mobile towers are expanding and networks are getting better and faster every day.
1# Online Video
You’d think that something that’s been around forever would be fading away. The opposite has happened with video. There are multiple reasons for this, The continuing serge in video-friendly mobile devises, the fact the Google has made video much more search friendly, and the simple fact that video is the most engaging of all media. The explosion of Web video has spawned new monikers like “Explainer video.” That term didn’t even exist a couple years ago and it’s now one of the fastest growing searches on Google.
You’ve heard the saying, “You can never be too thin or too rich.” For 2014, add, “or have too much video.”
I’m no Microsoft fan, but this Microsoft vs Chromebook spot is brilliant.
(excerpts from the AdAge Digital article written by Antony Young)
Viewing is growing on video, with more time spent on more devices. According to our estimates at GroupM, overall video consumption is up year on year by about 3.7%, assisted by viewing of streaming video on PCs, connected TVs and mobile devices. According to the latest comScore, on average, 183 million Americans view 215 videos each month online. Mobile’s big boost is also being driven by video, with Cisco forecasting that by 2016, two-thirds of mobile traffic will be viewing video.
Video storytelling continues to be a persuasive brand medium and online video ads typically achieve a viewed completion rate of 87%.
The bottom line: The future for video is bright.
Online video is exploding. It’s now the most popular online advertising format beating out Facebook and Google Adwords. If you have anything to sell, promote or explain, you’d better be using video to help do it.
One type of video that small business owners have been doing for years is a basic video of them talking. If you run a small business that offers some type of personal service this personal touch type of video can be very effective. On the other hand, if you’re not great on camera or your particular business doesn’t lend itself to this type of video, you’ve got other great video options. These two have become both popular and effective with every type of business, product, service and organization.
Also known as Idea videos, these short, creative videos are designed to captivate the viewer, convey a compelling message, and leave the viewer with a desire to buy. In essence, a great Concept video is a great commercial.
A well done Concept video should not only resonate with your prospect on an intellectual level, it needs to connect on an emotional level. Because studies have shown that it’s that emotional connection that makes the difference in a buying decision. The goal of a Concept video is to not only inform, but to convert your prospects into paying customers.
Explainer Videos As the name suggests Explainer videos are designed to explain a product or service. They usually take the form of simple animated graphics that tell a story. It often involves a cartoon-like character and info graphics. A “Whiteboard” animation that simulates a hand quickly drawing on a whiteboard is another popular Explainer video style. Unlike a 30 or 15 second Concept video, Explainer videos usually average about 60 seconds.
Explainer Videos have become very popular in the B2B arena because B2B products, in general, tend to be more esoteric. However, familiar products and services can also benefit from an Explainer video. For example, while everyone knows what a dentist is, they may not know much about dental implants. An Explainer video can explain what a dental implants is, why you might need one, and how it’s done.
Smart business owners realize that even if they have the best product in the world they won’t be successful if they don’t effectively excite and convince prospects. If done right these types of videos will help you do that.
To learn how you can create great, effective video, visit Big Idea Video.