Video content: Is it more about the look or the story you tell?

Published on
by Brafton Editorial
Video marketing is an increasingly prominent practice used by brands across all industries. As consumers’ habits change, and people spend more time on the internet than in front of the […]

Video marketing is an increasingly prominent practice used by brands across all industries. As consumers’ habits change, and people spend more time on the internet than in front of the television, big advertisers will have to transition a portion of their outreach to the ‘net.

According to a recent study from Kantar Media, a media research provider, only 12 percent of the biggest buyers of national television ads also purchase online video content. The report also noted that more than 4,100 brands use either channel, approximately 77 percent depend on national TV ads solely and 11 percent relied on digital ads.

The report comes at a time when broadcast networks ABC, CBS and Fox are all seeing double-digit declines in live ratings. While few brands have transitioned to online advertising, whether long-form video blogs or short pre-roll clips, the drastic rating decreases indicate a disconnect between marketers and their target audiences. People have either stopped watching media (unlikely) or they’ve moved to the web (very likely).

It’s time to switch to online video content marketing

Brands may not need to transition their entire visual marketing budgets toward online outreach, but they should allocate enough resources to make their presences known on the web. Of course, the same productions broadcast on live television would have dissimilar outcomes on the web – marketers must take different approaches to reaching online consumers.

whiteboard mediaA new study from Ydraw suggests that whiteboard video animation is the most captivating tactic today. The source claims that these videos combine entertainment and information to create concepts that get leads effectively. While whiteboard video files might be a creative way to grab consumers’ attention, without well-written copy or a meaningful story to tell, even the prettiest of flicks will flop.

Marketers that want to transition their video marketing efforts to the web and create clips that communicate brand messages should partner with content marketing services. The right agency can help generate high-quality leads through effective content strategies that focus on telling a story, selling a product or service and providing clients with regular video blog updates. It’s one thing to have a few beautiful clips a year, but brands that really want to get noticed would benefit from regular video updates of diverse visual content ranging from straight sales pitches to animations to tips and how-to guides.

Enjoy our news? Subscribe to the Content Marketzine!
  Daily   Weekly