Across many different industries, brands and storytellers are beginning to realise the power of video content and the opportunities it provides for greater customer engagement. The rapid rise of this exciting form of media looks set to continue, with research from Syndacast highlighting that simply having ‘video ‘ in the subject line of an email can increase open rates by 19%, and click through rates by 65%.
The rise in customers engaging with video content, rather than other forms of marketing or advertising, is hardly unprecedented. It is common knowledge that the brain processes video and imagery much faster than text, and with the platforms on which motion content can be both produced and consumed increasing, it seems likely that video is here to stay.
The engagement levels that a strong piece of video content can generate have not gone unnoticed by businesses. Google recently acquired FameBit, a start-up that helps to connect YouTube creators with marketers, in a bid to bolster branded content deals in online video.
Video has already generated a huge amount of interest, with organisations and users enthralled with the technological and creative opportunities that it provides. Social media platforms are also moving into this space with Instagram this year introducing dynamic ads and Facebook offering users the ability to live stream content, creating new and innovative ways for businesses to engage with their target audience. However, whilst the opportunities for dynamic content are increasing, it is crucial that businesses ensure their storytelling remains true to the brand in order to prevent alienating potential and existing customers. At the same time as ensuring that video content serves a purpose, and is not used for the sake of it.
The rise of video content shows no signs of slowing down; Facebook announced that its video viewership doubled from four billion views per day to eight billion last year. However, as a form of customer engagement there are so many areas of video left to explore.
Virtual reality (VR) and augmented reality are making their way onto the mainstream stage with Pokémon Go being the ‘craze’ of the summer, and Playstation launching its new VR headset. Businesses should be taking the initiative and exploring these new forms of technology whilst they are still in their early stages. Being flexible and open to new ideas will help marketers to remain ahead of the curve and ensure they are engaging with their customers in the most effective way.
In order for video content to become a key part of an organisation’s content and engagement strategy, they will need to be brave and try out new, creative ideas. As more and more businesses begin exploring video as a means of customer engagement, it will be crucial that the storytelling and message of each video remains true to a brand. In a world full of new and exciting content, customers will be quick to turn away from a message that is not honest and true.
By Al Hutchison, motion content director at Manifesto
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