11 Jun How Video is Accelerating Business in 2018
22 billion. This is the number of videos viewed every day on Snapchat, Facebook and YouTube. A figure which – quite literally – is beyond comprehension. In addition to the increase in views, video also stands out for its impact on conversions. On social networks, the use of video heightens engagement while, on a shopping journey, 64% of users who have viewed a video are more likely to go right up to the end of the process. Even a social network like LinkedIn, which originally paid scant attention to video, is strengthening its efforts to facilitate the integration and sharing of video content.
We could multiply these statistics further (others have already done so here), and all of them would lead to the same conclusion: video is an essential ingredient of your Content Marketing, regardless of whether your brands operate in B2C or B2B.
Videos to boost content strategies
Whether you are looking to gain attention from your off-the-wall videos or convincing people about the merits of a product using a tutorial, video is the preferred format. Although only 20% of visitors to a website read the content, 80% watch the videos… It’s not surprising then that, from one year to the next, the number of marketing managers convinced by video is climbing – 82% to 85% from 2017 to 2018. This progression is pushing forward even more now that uses can be industrialized, as is the case with User Generated Content (UGC).
Inviting audiences to submit video content is a useful practice for motivating communities, but it often hits the wall… of moderation. In fact, it is quite hard work filtering hours of content to prevent the existence of inappropriate videos. The use of artificial intelligence makes it easier to identify prohibited content. Analyzing words delivered as scenes makes it possible for a first level restraint to be implemented on dubious content before letting a human being make the final decision.
AI is also valuable for developing content produced by a brand’s devotees. Famous “unboxing” videos, for example (in which users film and comment on a product as it is taken out of its packaging), can be identified and categorized automatically. But UGC is not the only use case to benefit from applying artificial intelligence to video. It’s actually the entire video management that wins. Automatic metadata extraction simplifies video content labeling and contributes to its better use over time. The combination of various types of recognition (voice, people, scenes, etc.) already enables short versions of long videos to be produced. Video is becoming an asset that is increasingly simple to work with, even in multilingual environments, since translation and subtitling are now much easier.
[Discover Wedia’s Intelligent Video Library]
Videos to boost conversions
Although video production is becoming more accessible, its costs are still higher than those for producing text. However, there is no lack of performance… Embedded in an email, a video increases the click-through rate from 200% to 300%. On a landing page, a video provides a conversion gain of about 80%. In industries such as real estate, the contrasts are even more striking: ads with a video trigger five times more requests for information than ads without one.
And that is only the beginning of the story: conversion mechanisms are increasing in performance, as the videos themselves become more interactive. From the simple call-to-action, which refers to complementary resources, to the decision tree which, according to the needs of potential customers, points to the video segment most appropriate to them, the field of possibilities widens substantially. As a result, a lead can now be qualified directly within the video; filling out a separate form is no longer necessary. More generally, video is now highly customizable material that depends on a customer’s journey or on the context being viewed by a prospective client. Such customization guarantees better conversions and engagement.
[Learn how to create interactive experiences with Wedia]
Videos refresh the user experience
Video is consumed on desktop and mobile (41% of French people watch videos on their smartphones) under various delivery conditions, offline or live, and sometimes with a 360-degree image. These are multiple use cases, but the same concern is valid for communication and marketing managers: attract attention using an optimal experience.
As in text production, the impact of video is felt not only at the time of production, but also at the point of distribution – or streaming in the case of video. The experience begins as soon as the player is displayed, and this must feature a wide range of controls (select highlights, return to live, etc.), and continues with streaming adapted to the available bandwidth. In the case of streaming within a company, the experience is also orchestrated behind the scenes, with the use of so-called e-CDN (Enterprise Content Delivery Network) solutions, which improve streaming within the walls of the firm without clogging up its network.
[Discover Wedia’s Enterprise Video Platform]
On the video front, 2018 is definitely the beginning of a new era, because video has an enormous and long-lasting impact on content consumption habits, and because technological development allows for truly agile video management. In 2018, the reality is that video must play a key role in your Content Marketing.