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During the days of TV’s dominance, everyone couldn’t peel their eyes off the screen when a program was “live.” People did so because they didn’t want to miss out on a once-in-a-lifetime experience. In addition, they wanted to be the first to know what would happen, something we know as FOMO (Fear Of Missing Out).

Today, anyone can do live streaming. Social media networks such as Facebook even highlight your profile and send your network a notification that you’ve gone live unless the function is turned off.

Nowadays, marketers consider it a powerful marketing tool. In fact, the biggest brands have used it to successful ends, just like GE’s Periscope drones when the app was still independent of Twitter for #DroneWeek.

The five-day-five-episode live event allowed audiences to feel the scale and impact of GE’s drone technologies. Their efforts helped them gain 3.22 million video views, 50.6 million impressions, and a total of 84.7 thousand live stream viewers per episode.

Live streaming is not just a fad. It’s here to stay and can be your ultimate tool for social media marketing success. Just look at the infographic below:

live-stream

Source: Filmora Wondershare

1. Live Videos Vs. Text Content

More people love to watch rather than read. In fact, 80% of customers would rather watch live videos about a brand than reading posts. In addition, a continuous stream of text and image updates in social media can create fatigue for your audiences and your message gets lost in the clutter.

With live streaming, brands are able to show events as they are happening and capture the essence of the moment. With the power of smartphones and the Internet, it is possible for a single correspondent to give the full details of the live event. People are able to witness for themselves what is happening instead of receiving second-hand information via an article written later that leaves out a few details to make it more succinct.

The reason for the audiences’ unfaltering attention is because a video is an engaging format. One of the reasons why video is compelling is that the human eye is naturally drawn to movement. People are drawn to motion and familiar nuances such as a person conversing and relaying events as if they were at the event itself. It also makes use of audio, which is easy for people to understand and follow what’s happening. Here’s how to add audio to video and create a more unique experience for your audience.

2. Easy Opportunity-Based Production

About 41% of people in social media watch live events featuring breaking news stories. While most people are watching funny or entertaining live videos such as gaming conventions or live comedy events, most people will watch content similar to flash news. For example, it can be the launch of a new satellite, the wedding of a royal family member, or the unveiling of a brand’s newest product in a gigantic press conference.

If your brand has a new product it needs to launch, audiences who follow your page might consider it value-adding because it concerns their interests.

3. Millennial-Oriented

According to Marketing Profs, there are over 2.67 billion social media users in 2018 alone. Millennials aged 20-35 years old spend more than eight hours a day browsing through social media. As a tech-savvy generation, Millennials love the idea of live streaming with 63% from every social network watching live content when they receive a notification.

If your brand appeals to Millennials, then leveraging on live streaming is important to improve your social network presence and overall brand recognition. In fact, 42% of Millennials know how to create interesting live videos themselves making it a great channel of communication between brand and audience.

4. Personality-Driven

Influencers have made their careers through short videos. Their communities love watching their content. Niche-recognized influencers not only receive free products to review and endorse, but also grab the opportunity to live stream events whenever possible because they have a wide reach. Influencers bank on their personality to expand their communities and live streaming is one of their best tools to do so.

Therefore, a single strong-personality host for any brand’s live stream is enough to drive traffic. If this individual adds value to their audience, then they present the brand in a positive, entertaining, and reliable light.

5. FOMO-Powered

Remember FOMO? Majority of social network users have it. Just like at the height of television networks, missing a particular live event means you’ll have to wait for someone to tell you what happened and it’s nothing like seeing it for yourself. Live streaming, which sends notifications to audiences, initiates this particular feeling all over again, compelling audiences to tune in “RIGHT NOW”.

For example, a global audience means that not everyone would get to attend a particular gaming convention where new games are announced. With their fear of missing out, they will turn to social media for live coverage on the event such as on Facebook, Twitter, or others services such as live stream giant Twitch, which has over 10 million daily users.

6. Authentically Interactive

Social media videos allow users to watch content and consume it fully. However, if they have questions about particular topics, they can only make a comment or reply on the page. This form of communication is still an effective brand-building tool, but with live streaming, there’s an extra value-adding rapport created.

Live streams allow hosts or social media agents to respond to real-time messages that audiences send regarding the event, making the interaction between brand and audience more authentic. This allows them to answer questions, create discussions, and find value in the brand. It establishes rapport between you and the hundreds of thousands watching your brand’s live stream quickly.

Conclusion

Live streaming is an excellent tool for brands aiming to expand their reach and create value-adding communication with their audience. While live streaming is useful only in moments such as breaking news, product reveals, how-to-guides, and conferences, it has enough value that urges hundreds or even thousands of your audiences not to miss out on a unique or once-in-a-lifetime event. If you need help with this, feel free to contact us (we’re very friendly!) or you can also check out our social media marketing services here.

Video and digital marketing are a dynamic duo, like pen and paper or Batman and Robin. Both sides complement each other and can create a work of art, or make the world a better place.

Any form of videos (i.e. demo videos, video ads, how-to videos, explainer videos, etc.) can be a versatile marketing tool. Videos can increase purchases, establish brand awareness, and widen a business’ customer reach, to name a few of the many benefits.

As a bonus, videos are also entertaining.  Video content grabs people’s attention more than other media, and it often elicits emotional connection, thus helping to drive more engagement.

So if you have not considered making videos for your brand, now is the time. Below are four reasons why video marketing is worth the investment.

Why Is Video Content Important

digital-tv

1. Demand for Online Video Is Increasing

Did you know that people are switching to online videos? According to Think with Google, 6 out of 10 people prefer online video platforms over live TV.

The Internet and today’s multi-platform world played a vital role in this big transition. People watch less television because they have their phones, desktops, and other devices to use not only for streaming but for social networking as well.

Videos are driving dramatic growth on social media. Facebook, the world’s most popular social network, sees 100 million hours of Facebook video views each day from billions of users.

And that’s not all: the demand for online video is growing exponentially.

  • Users view more than 1 billion hours of video each day on YouTube. (YouTube)
  • 75% of all video plays are on mobile devices. (eMarketer)
  • 92% of users watching video on mobile will share it with others. (Wordstream)
  • On average, people spend 2.6x more time on pages with video than those without. (Wistia)

2. Video Content Boosts Customer Engagement

Video is the most engaging type of content. It brings together auditory and visual experiences and incorporates all content formats such as text, music, photographs, and links.

The movement, text, and sound in videos influence the message delivery. Contrarily, the static text is limited to only a specific choice of words, punctuation, and visual cues (i.e. emojis) to convey a message.

Since videos can include all content types, they can make information more digestible and easier to understand.

Video content has also helped marketers share their brands’ stories and maximize engagement across social media platforms.

In a 2017 Invisia research, it was found that 82% of Twitter users watch video content. This means more audiences prefer watching lengthy videos than reading 120-character microblogs.

Meanwhile, Instagram video posts get more engagement than other post types. The Instagram Engagement Report showed that video posts generate an average of 150 comments compared to image posts with only an average of 65 comments.

3. High-Quality Video & Content Builds Better Brand Authority

A high-quality, informative, and visually-appealing videos help brands to attract more eyeballs and also allows them to build better brand authority.

Videos can create a meaningful experience for the audience. As a result, they are more likely to create a connection that helps “humanize” any brand.

If a brand successfully pulls consumer’s heartstrings, it can easily capture and hold the attention of its audience. This can result in stronger brand authority and a better brand image.

This is why brands should create visual content and integrate it into their digital marketing campaigns. Doing so guarantees them more shares, likes, and mentions on social media and gives them a satisfactory return on investment.

4. Compelling Videos Drive More Search Traffic to Your Website

Customer engagement has a direct link to increased website traffic. If users do not visit sites often, chances are those sites’ places in the search engine results would drop.

Conversely, websites that have low bounce rates, high click-through rates, and several post shares can double their search traffic. This is where compelling video content comes in handy.

Unlike text-based content, videos can foster engagement because they are generally more entertaining. They entice site visitors to stay longer on a page, drive audiences to share on social media, and most importantly—encourage them to take profitable actions.

When any of these things happen, businesses can get their name, website, products out on the Internet and improve on their SEO (search engine optimization) ranking to increase their digital visibility.

Here are a few statistics that show how videos have an immense impact on SEO rankings:

  • Online videos will account for 82% of all internet traffic by 2022. (Cisco)
  • Video drives a 157% increase in organic traffic from SERPs. (Wyzowl)
  • Landing pages with a video on them are 53% more likely to show up on a SERP. (Wyzowl)
  • Blog posts incorporating video attract 3x as many inbound links as blog posts without video. (Moz)

How Do I Make Good Video Content

To make sure you reap the above benefits, you must first learn how to create good video content. We have listed three video marketing best practices to help you get started.

1. Edit for Engagement

Engagement normally includes several factors, like people commenting, liking, sharing, and adding to cart.

It is important to build engagement, regardless of what video type you created. Here are a few principles that you can use to boost video engagement:

  • Keep your videos short. A 2-minute video can get the most engagement, so keep the video content concise, informative, and entertaining.
  • Make quick transitions. People have short attention spans. Cover all the key points in 2 minutes or less.
  • Use effects and graphics. Use appealing visuals and appropriate animations to make your video more engaging.
  • Add a call-to-action (CTA). Always include a CTA. Be clear about what you want viewers to do. Examples of CTA are join the conversion, enter to win, fill out the form, ask a question, and more.
  • Avoid sounding irritating or salesy. No one goes on YouTube to see a sales pitch. Make the video appear and sound like sharing a story. After all, videos are effective visual storytelling tools.

2. Make it Search Engine-Friendly

Videos must be optimized for SEO to give them a higher chance of ranking. While optimizing your video depends on the platform, here are some ways to increase the odds of people discovering your video:

  • Find popular keywords. Ensure you are targeting keywords that people are actually searching for. Mention your focus keyword on the title and description of your video.
  • Insert a video transcript. Adding indexable texts allows your page to rank for more queries.
  • Choose a strong thumbnail. Research found that videos with custom human thumbnails receive a 30% higher play rate than those without.
  • Upload only in high resolution. A Backlinko study found that HD videos tend to appear more frequently on the first page of YouTube search results.

video-content-daily3. Optimize for Mobile Devices

According to Think with Google research, 40% of audiences access YouTube videos through their smartphones. The study also reported that 98% of 18-34-year-olds watch video content using their smartphones.

Given that videos are mostly streamed through small-screened devices, it is crucial to optimize for mobile devices as well. Below are some ways to make your video content mobile-friendly:

  • Aspect ratio is key. Ensure the video fills as much of the screen as possible. For Facebook, a 4:5 ratio is ideal for feed placements, while a 9:16 ratio works best for stories placements. Check out the recommended aspect ratios for different placements here.
  • Consider typography and captions. Add captions or dynamic text since not everyone on mobile browsers with their sound on.
  • Add branding to your videos. Show your logo at both the beginning and the end of the video. Your logo must also be visible, even in thumbnails.

Final Thoughts

Video content production takes great planning and coordination between various teams.

You will need experienced creative directors to come up with your brand messages, lighting professionals to illuminate the video aspects you need, and a good post-production team to ensure high-quality videos.

Most importantly, you need the help of a digital marketing agency to distribute your videos online and increase your online presence.

At 2Stallions, we not only help our clients determine the right distribution channels but we can also provide fresh ideas and visual concepts to engage your audience and keep them coming back for more.

To learn more about our creative services, visit www.2stallions.com/service/creative-services/.

Storytelling has been a part of ancient human tradition for as long as we can remember. From paintings etched onto cave walls to modern bestselling novels found in bookstores, it remains an important part of human communication.

Storytelling is effective in helping people remember things easily as it helps to paint a picture in their minds. It also often pulls on their emotional chords, helping them to relate better to one another.

This is why some of the world’s biggest brands are the best storytellers. They’re able to package their brand stories in well-made, emotionally-packed and empathetic narratives. They deliver them in the form of marketing campaigns that allow them to touch upon their audiences’ sensitivities, creating a bond of friendship and reliability. There are plenty of things to learn from some of their most successful video storytelling campaigns.

Emotion and Empathy Guides Every Consumer Step and Decision

Emotion is a universal language. It makes it possible to enjoy music regardless of language. Empathy is the understanding and sharing of emotions between two individuals.

Businesses that can create strong emotional bonds, as well as unique and authentic connections with consumers, have more than double their lead generation and conversion rates. When compared to rational and combined rational and emotional marketing, focusing simply on emotions in storytelling deliver the highest success rate for any campaign.

Read: Brand Storytelling in a Nutshell

Seven Great Video Storytelling Examples and Key Takeaways

Airbnb: Authenticity

Airbnb, the world’s leading property-sharing platform, always focused on the idea of “living like a local.” The chain’s objective to break the boundaries between travelers and countries to make foreign lands feel like home is manifested in their brand storytelling campaigns. They let the two sides of their customer chain, the property providers, and the bookers, to share a unique experience together.

In this light, Airbnb positioned itself as a “friend” who refers you to this reliable fellow with a home who guarantees a great place to stay. In addition, the brand guarantees an experience you’ll both never forget.

In its “Based on a True Review” playlist on YouTube, Airbnb has a collection of true stories from hosts and customers. One of the best ones includes a customer who got lost finding her initial host and ended up finding a new one and received the same great experience thanks to Airbnb.

Given that hosts and customers are real strangers interacting directly with each other, the resulting stories in the videos show authenticity in the emotions and happiness felt by both parties in each video.

Adobe: Nostalgia

When you say “Photoshop,” you cannot help but think of Adobe. The product name has become synonymous with photo editing and manipulation it has become a verb (just like the term “Google”).

Adobe has marketed its products through instructional materials in the past, but its 2016 campaign featured the recreation of a nostalgic character: Bob Ross. Millennials, the generation adept at new and upcoming technology, had a penchant for nostalgia and liked the 80s recreational painting host’s show. Adobe was quick to move in on this trend.

The brand did not cut corners in finding the most authentic and convincingly nostalgic way to implement its “Joy of Sketching.” It went as far as to use children’s book illustrator Chad Cameron to play the Adobe-style Ross and worked with Bob Ross Inc. to ensure the video measured up to the standards of the old recreational instruction videos.

Chevrolet: Heartfelt and Touching

Chevrolet, an American car brand, had an idea. It would use a woman and her dog in its one-minute video commercial. You might think “But what does a dog and a woman got to do with a car?”

Chevrolet used the heartwarming storyline of a woman’s relationship with her dog to allude to Chevy’s campaign tagline: “A best friend for life’s journey.”

The idea was unconventional and broke the stereotype of car ads always being about speed and performance. It used the storyline to evoke warm and fuzzy feelings which helps to capture the customer’s attention and keep them watching. Instead of blatant advertising, director Lloyd Lee Choi wanted to create compelling content to make the brand more relatable to its customers.

However, the emotional ride allowed the brand to evoke empathy in its consumers and like Maddie’s owner (or vice-versa) they will always be there looking out for their customers.

Nike: Inspiration

No one will ever forget Nike’s famous tagline that won its seat amongst the biggest shoe brands in the world: “Just Do It.” The powerful tagline, coupled with inspiring stories, makes a shoe and sports brand capable of firing up inspiration in almost all its commercials.

In one of its campaigns, the “No Excuses” commercial featured wheelchair basketball star Matt Scott. The top athlete who plays for the Warhawks was born with a condition called spinabinifida, making him wheelchair-bound. The video shows his story as he went on to lead the Warhawks to three national Wheelchair Basketball Association championships from 2004-2007 and having taken part in the Paralympics from 2004-2012.

The message is clear from Matt in the video: if you want something, you’ll do everything. No excuses. It is another way of saying “just do it,” but just as powerful.

TED Talks & Education: Innovation and Ideas

TED Talks and Education’s style is to get an inspiring individual to share his or her struggles and explain the methods and mindset he or she has used to achieve success.

If it’s not about an individual, they talk about different topics that encourage viewers to think. Their “Schools Kill Creativity” video raises the idea that a point system in class encourages a reward system rather than a learning system. Another video such as the “Power of Vulnerability” shows why weakness is as important as one’s strength.

These fact-driven inspiring talks continue to gain views over the years, keeping viewers watching for longer, moving from one TED Talk to the next, or even sharing short clips with their network on social media. TED Talks truly inspire engaging and shareable content.

FCA: Strange But Memorable

In the United Kingdom, the Financial Conduct Authority (FCA) is not a brand name but a government body that regulates banking activity. In the last few years, the country’s bank industry plunged into disarray due to its oversight after millions of UK borrowers purchased an insurance policy they were ineligible for, egged on by commission-hungry bank employees.

The decades-long financial scandal came to an end in 2017. The FCA had a plan to ensure each borrower could make a claim. In their communication campaign, they used a fake, disembodied head of Arnold Schwarzenegger on tank tracks, telling people to “make a decision” and “do it now.”

The surreal yet funny video definitely paid off because by April 2018, the campaign helped boost claims numbers by 40% according to the FCA. This shows that sometimes the strangest things burn a deeper impression into our minds.

Usher: Interactivity

Usher’s “Chains” music video is an amazing example of its potential to become more than just a passive medium that you can play and pause at your heart’s content. Music videos aren’t exactly the first niche you would think of when it comes to ground-breaking video ideas. However, Usher and his team looked beyond the idea of using images to spread his message. “Chains” music video, hosted on a website, urged viewers to keep on watching.

It was iconic because the video does not simply show Usher singing and dancing. Instead, it shows photos of police brutality victims while the music plays. If viewers turn away, the music will stop. The site does this by asking users to turn on their webcams prior to watching the video (and it won’t go forward unless they do). The webcam uses facial recognition software that stops the music if it detects the user looking away.

The interactive video received 500,000 viewers in just four days, with an average of two minutes and 30 seconds spent on average. It became a huge sensation across the web and made headlines, too. Talk about harnessing the power of video and holding someone hostage (or in “chains”) to ensure they’re glued to the screen for the entire video and boosting his personal brand.

Wrapping Up

Video storytelling is a powerful medium because it combines dialogue, text, audio, and visuals in a single consumable item the brain can process in a short amount of time. Through emotions and empathy, any brand with a compelling video can create an authentic connection with their customers, helping them improve their brand’s recognition, relevance, and overall performance.

These seven examples from the world’s top storytelling brands serve as excellent ways video remains a key part in building your brand story. It’s easier to evoke emotions when you’re engaging your audience’s senses through powerful visuals, content, and sound, helping you leave a longer-lasting impression.

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