The Video Marketer

The sudden rise of interest in online video may not surprise the people who have been working away in this medium for years at a time. However, many traditional marketers and business owners only reluctantly admitted the power of this format after seeing all the proof of its power. Of course, it’s understandable that many companies only want to put their effort and money towards a marketing technique that has been proven. As the vast majority of marketers start breaking into this new world, their efforts are being heavily influenced by four important trends.

Content Marketing

Brands used to consist of a logo, a slogan and a handful of scattered advertisements. However, consumers are expecting much more today. Many companies are turning to the various forms of content marketing to develop well-rounded and friendly personalities for their brand. For most large corporations, this kind of content production is markedly more affordable than the classic route of television advertising. Rather than dropping millions on a single 30 second Superbowl ad, companies are spending that money on dozens or even hundreds of inexpensive clips to fill out their Youtube channel.

Mobile Access

The web doesn’t look or act in the same way when you’re on a smart phone or other small device. Video is the ideal format for communicating over most of these devices, so much of the marketing development seen today utilises video in some capacity to reach these users. A short video can help a mobile user learn more about your product or service just as they’re making a purchase decision.

Social Networking

Facebook and Twitter’s impact can’t be denied, but smaller platforms like Pinterest and Tumblr are also driving social success for many companies. All of these websites are working constantly to improve and update their support for video content. The end of most marketing clips includes a link to a Facebook page or a call to take action by sharing the content, reflecting the impact of these networks on marketing efforts.

Online Television

Whilst Youtube may deliver millions of hours of cat videos and other short clips, much of the Internet’s growing video traffic comes from Netflix and Hulu. Traditional television commercials are getting reboots to make them shorter and catchier for an online viewing audience. Many marketers are finding that consumers expect new material and won’t respond as well to carbon copies of the commercials found on broadcast television.

When you first enter the world of video creation, it can be tempting to sign up for every host you can find and upload duplicate copies across the web. However, this technique can backfire. Search engines pay attention to single versions of videos rather than displaying all of the various versions at the top of the results. Choosing a platform can be tricky if you haven’t released a single clip yet. Consider the features you need the most and look for a host that can provide them for free or for a small fee.

Interaction Opportunities

Examine how each platform allows you to interact with your viewers. Some support subscriber lists that notify viewers of new releases, whilst others stick to the handy comment box format. Professional hosting platforms may offer further integration with powerful contact tools, but you will pay a premium for these kinds of services.

Plenty of Support

There are two types of support you need from your video platform. The first is support for proper display on multiple devices. The biggest hosts, such as Youtube and Vimeo, adjust your clip’s resolution to match the display size and connection speed of the viewer. This is very important because viewers are driven away by long buffering times. The second type of support involves customer service when you have an issue with your account. If videos won’t display properly or can’t be uploaded, you need to get answers to solve the problems quickly. Look for companies that offer live chat or phone numbers for contact with the support team.

Can it Scale?

The popularity of social video is growing with each month that passes. As producers upload dozens of hours of content each minute, the sheer amount of data running through these platforms is pushing the limits of storage facilities. Small time hosts that become overwhelmed by new users can crash and leave your content completely inaccessible for hours or even days at a time. Don’t gamble with your new marketing video when you can place it on a stable, well founded host that has the equipment to handle any demand. If you create the next viral hit, you want your platform to support the rush of millions of viewers wanting to see what you have to offer. When you discover a host that has all three qualities, you will know you have a winner.