The video world is evolving. While watching videos on mobile phones is still commonplace, many people now use these devices to watch more sophisticated content than just short clips. In addition, the lines between television and internet videos are blurred. Millennials, for example, are more likely to seek out content via online platforms like YouTube, where video is often integrated with other content types such as blogs and FAQs.
The Evolving Video Platform
Consumers have shifted to a vast array of video platforms, spanning from mobile phones to television sets, and from short-form to long-form. This makes it difficult for marketers to get their message across in one place.
Traditional video platforms like YouTube are still important, but they are not enough to cover all of your video needs. If your team decides to allocate more money to video content, you should consider looking into alternative platforms like TikTok and Vimeo, which offer more sophisticated tools for consumers to engage with your brand.
From Short-Form to Long-Form
The video world is evolving along with the rest of the web, blurring the lines between short-form and long-form video content. In the past, viewers would typically watch a video and then visit the site or app associated with the brand to learn more about it, or to purchase the product or service referenced in the video.
Today, viewers can watch a video and then continue to scroll through a forest of additional content, including blogs, FAQs, and sometimes even videos associated with the brand. In some cases, viewers will come back to a site or app multiple times throughout their video experience. This behavior is known as “viral looping,” and it can be incredibly powerful when executed correctly.
In today’s video world, short-form videos under three minutes in length have exploded in popularity. As a brand, you may want to consider creating videos in line with this trend to capture the attention of viewers more quickly.
Traditional Television Versus Online Video
Despite the fact that online video consumption is on the rise, traditional television still holds a prominent place in the minds of many people. To ensure that your video marketing strategy is effective, it is crucial that you understand the distinctions between the two.
Traditional television sets are bulky and consume a lot of energy, making them less attractive to viewers during the day. In addition, these devices are more likely to be found in living rooms rather than in bedrooms, making them less accessible to online viewers.
However, if you want to target an audience that uses the internet regularly, traditional television is the perfect platform to do so. Many major brands have figured this out and have created websites and blogs around their shows, attracting online viewers and encouraging them to visit the television channel to learn about the product or service they promote.
The line between traditional television and online video is blurring as viewers utilize these platforms in tandem, meaning that someone may watch an episode of a show on TV and then visit a portal like YouTube to research a topic discussed in the episode.
Video Marketing: Key Takeaways
To create an online video marketing strategy that works, you need to consider the following: