Marketers who keep their thumbs on the pulse of the growing web understand consumers are demanding higher-quality content. Similar to how students have different methods for learning new material in the classroom, internet users often navigate to the types of media that complement how they consume information. Businesses that want to reach a wider audience should consider the various advantages of a diverse content portfolio and integrate video marketing efforts into their agendas.
However, video content has its fair share of difficulties, and without a clearly defined content strategy, it can be hard to deliver exceptional information to viewers without misleading them. According to a recent study from MediaBrix, 86 percent of U.S. internet users say they have been misled by video ads that were disguised as content. What’s more, approximately 85 percent of survey respondents indicated that, when they engaged with such a video ad, the experience altered their opinion of the brand for the worse or had minimal effect. The study found that marketers who misrepresent their branded content aren’t winning over any new customers, so it pays to be honest when delivering media to prospective consumers.
Brands can take steps during video production to be upfront about sponsorship and company information, but it’s important to distribute the content with an equally transparent strategy. A custom Tweet or Facebook post that announces the subject of a brand video can encourage qualified clicks. With many brands using delivery methods like Facebook’s Sponsored Stories and Twitter’s Promoted Tweets, consumers often feel they are being tricked into viewing. MediaBrix recently found that 6 in 10 internet users say that Sponsored Stories on Facebook mislead them to believe the content isn’t a sales pitch, and 45 percent of Twitter users say the same thing about Promoted Tweets.
It’s important to understand that the videos these survey respondents cite as misleading are straightforward advertisements. Marketers who funnel resources toward the creation of truly original and custom content that seeks to inform, not just sell, might experience vastly different results on the web. In fact, when brands publish creative and interactive media that supports their overall content strategies, consumers will learn to trust the information they’re viewing from these marketers. Consistent messaging and targeted placement is key – 62 percent of viewers are more likely to have a favorable impression of brands when video spots are relevant to content they’re consuming.