07 Jan Promotional Video: In the Wake of Social Media – VMP Brisbane
Video advertising has existed for a long time – since 1941, to be exact. Since then, as the television rose to popularity, TV commercials have become commonplace. And while advertising spots on TV are still coveted & expensive, video marketing has taken a turn with the rise of social media. So, what does that mean for the world at large trying to advertise their businesses? Brisbane video production company VMP is here to talk about what’s changed and what’s next for promotional video in the age of social media.
Are Viral Videos Dead?
Once upon a time, viral videos were a massive thing and while it has always required an element of luck, brands were taking advantage of it. But with the change of advertising on social media, video content needs more than luck and a killer video. It is not ‘unpredictable’ in the way it once was.
Currently, advertising on social media requires expenditure on the platforms, among other things. Ways of advertising include through the short-term Instagram or Snapchat stories, or paid sponsorships with influencers who have a significant following from your target audience. Good and engaging content that might go viral is still important – but it’s the distribution that’s key.
When the turn of the millennium arrived, the average attention span was 12 seconds. But in 2015 this number had dropped drastically to a mere 8.25 seconds. This is shorter than the average attention span of a goldfish, which is 9 seconds. Video marketing has had to adapt and become snappier. With only 8 seconds or less to sell your product, it’s a hard world out there. However, video has become the preferred way of holding our short attention spans, and marketing on social media has become the way to distribute it.
Social Media is the way to advertise
With social media dominating the mainstream media in the last decade, promotional video has become the preferred way of advertising. Branded videos have seen a drastic increase, and it’s unsurprising to see why! On Twitter, tweets with videos are 10 times more likely to be retweeted than those without. Don’t Panic is a London agency creating some interesting social media content and discuss some content strategies here.
It’s easy to see why services like Facebook Watch & Instagram Stories have become largely popular in the space. Not only does it sell a product, but there’s a strong ‘word of mouth’ that comes along with it.
The Rise of Graphics & Captions
One of the biggest factors in the success of a promotional video on social media is whether it contains graphics and captions. This might seem strange, especially given that video is preferred to reading text. But according to Digiday, 85% of Facebook videos are viewed on mute. Graphics & captions are now more important than ever to keeping viewers engaged, as they provide the context of the content being presented on screen.