Because we are living in a video world, and I am just a video girl.
As we wrap up one year and look ahead to the next year, we always take time to think about what will work best for our clients over the next 12 months and beyond. We ask ourselves questions like, how has the marketing landscape changed and how have our audiences changed. With technology changing at warp speed, it’s hard to keep up. The way we reach consumers is changing faster than we could ever predict.
We’ve been saying for the past several years that video is king. If you can incorporate video into your strategy, do it. Video engages audiences at a higher rate, is shared more often than photos or written pieces, and is more memorable.
With this advice in hand, companies have flocked to developing video as part of their marketing strategies. And again, because of changing technology, producing videos has become infinitely more efficient than it was in the pre-digital world. This has caused a flood of video content to invade our lives. Video is ubiquitous, making it more difficult to stand out in the crowds.
Now that video has caught on, it’s time to change how we think about it. Video and all the new applications that involve video have changed the way we fundamentally interact with brands. Think of Live Video Streaming, Virtual Reality Headsets and mobile apps like Snapchat. All of those platforms create an immersive experience for the viewers. They are not simply watching produced video campaigns; they are part of the video, part of the experience and feel connected with the brand.
So rather than just incorporating video into a marketing plan as a tactic, we recommend pushing the envelope to think of how your customers can experience your brand through video. Here are some of the tactical options we think are going to grow even more this year.
Live video streaming
I think it’s safe to say that everyone was excited to see Periscope and Facebook Live go mainstream, but those first few months were a little rough with everyone trying to figure out the best way to go about Facebook Live. But now there are whole businesses that rely primarily on live video streaming. My sister-in-law has started a successful independent consulting business by conducting online sales through live videos. This wouldn’t have been possible 12 months ago.
As we move into 2017, live video will become more abundant as more companies use it, but it will also mature. The quality of the video and the content will improve as it becomes a standard tactic. You can read more in our blog on Live Video Streaming 101.
Another form of video that really came onto the scene in 2016; we’ve only seen the tip of the iceberg when it comes to virtual reality. But as more companies learn how to develop video and software for this platform, we’ll see all new ways for companies to engage with their audiences. We are already beginning to see the convergence of live streaming and virtual reality with products like StreamboxVR.
We’re excited about the ability to create virtual reality videos of our manufacturing clients’ equipment. With a VR headset, we can transport potential customers to a job site to see the equipment in action without ever stepping foot on a plane.
Pokemon GO. Enough said.
We haven’t seen the end of games and mobile apps that incorporate this kind of technology. Think of what it would be like to shop through a store with augmented reality and see special deals pop up as you browse through sections. At a minimum, it will help keep your kids occupied as you go through the grocery store.
360 video works independently or with VR and AR. No longer are we bound to recording video in only one direction. With 360 video, the viewer can see the action from all viewpoints. Again, the applications of this will help brands bring their audiences into experiences. Customers will no longer be on the outside looking in, but will feel like they are part of what is going on.
Check out this example with elephants:
The question isn’t if you should use video to communicate with your audiences. The question is how you should use video to communicate with your audiences. As we’ve written about before, consumers crave experiences. The upcoming generations put less value on material items and more value on experiencing all that life has to offer.
How are you going to use video to connect with your customers? If you need some help, give InQuest a ring. We’ve got plenty of ideas.