Online Video Marketing is a powerful tool to capture leads

1. The Future of Online Video
An Overview
of
Online Video Marketing

4. According to CISCO
by 2016 ,
55% of all consumer’s traffic
will be video

5. A study from Bell Associates show that video will
account for more than
one third of all online advertising spending
in the next 5 years.

6. How did
Online Video promotion become
a rage?

9. Here are three Fundamental
Guidelines for creating online
videos that achieve brand,
aesthetic and innovation goals

10. #1
Don’t think short. Think ‘as short as possible’
According to a study conducted
by Wistia,
we know that shorter is better

12. The study also tells us that at some
point, engagement flattens out, and
there isn’t much difference between a
2 minute video and a 5 minute video

13. The flattening clears 2 points to us:
#1: Though audience’s attention span is short,
they are not as short as the film makers/ video
makers thought.
#2: It mirrors audience consumption of film when
film first hit the mainstream

14. History
● Films used to be short because of
technological limitations
● Filmmakers were yet to realize the power of
films/ videos
● Films were also short because audiences had
not yet learnt how to consume them

15. The data coupled with the history gives
us stronger possibility:
● Online marketing videos should be
short but not too short
● The content should be strong and
tell a good STORY
The Key:
Impressive and longer stories to engage your audience

16. How to find the balance between
short audience attention span
and
people’s demand for longer video
content?

17. #2
Don’t think Episodic. Think Serial.

18. What is an Episode?
Each program is a self-contained entity
without an interconnecting narrative.
In other words, a viewer does not need to
have seen the previous episodes to be fully
immersed in later episodes.

19. One of the most talked-about contemporary online
campaigns, Uber’s “Behind the Wheel” series, is a
collection of independent, self-contained slice-of-life
stories with Uber drivers.

20. Technology, in many ways, is forcing shorter and
shorter episodes on video creators
(think Vine’s six-second limit).
And as we learned above, audience affinity for
longer stories is increasing -- 33% of tablet
owners watch an hour of video every day
(according to Brainshark).

21. Therefore, it may be time for video
creators to begin to tell longer
narratives across many episodes.
A Series

22. #3
Think disruptively.
(This is not a commercial.)

23. Both early film and television were shot
“proscenium style” -- an unmoving camera
simply capturing the events that took place
before it. This was done to simulate the
experience of theater so as not to disrupt the
audience too much.

24. But audiences quickly came to regard film,
and then television, as completely unique
media platforms. Once this shift happened,
audiences demanded equally unique creative
approaches.
But audiences quickly came to regard film, and
then television, as completely unique media
platforms. Once this shift happened, audiences
demanded
equally unique creative approaches.

25. Too many online videos are nothing more than repurposed
television commercials. This doesn’t work because the online
environment is social, and television is most definitely not.

27. Tom Pepper writes for Econsultancy
that,
“Advertisers must create content that is
designed for digital audiences who
consume video in a different way to TV
viewers.”

28. Brands must stop thinking of
online video as commercial and
begin thinking of it as a space for
socializing and entertainment

29. STOP thinking of each video
as a project.
Tell your online video consumers
through your creative execution that
“this is not a commercial.”

30. How to create a
Brand Champion ?

31. What Consumers really want is a
compelling and authentic story
Successful brands provide engaging
content that consumers can watch and
share.

32. Three reasons to focus on shares rather than
views:
#1: Shares are the global currency of social video
Views can be purchased but shares have to be earned
#2: Shares are E-word of mouth
The most trusted form of advertising
#3: Social viewers are far more likely to act after
watching a branded video