logo

Tag : future of video

26 Oct 2015

State of the Industry : The Future of Video

In the Homeland that is  Colorado to trekking further West, the Siren Vid team has been attending some outstanding networking events and startup conferences so far this year. Back in August, our Founder and Executive Producer, Jessie,  got to travel to Salt Lake City, Utah for the 2015 Summer Market of Outdoor Retailer Expo, where thousands  of retailers come for the largest collection of innovative gear, apparel, footwear and accessories for outdoor sports products. Just a few weeks ago, Jessie and our Associate Producer, Ellen, were at Denver Startup Week, a startup fest that welcomed a record of 10,000 attendees.

We not only made great networking connections but we were also presented some pretty intriguing and eye-opening  information at the workshops, meetings, and discussions. What we learned is worth sharing because it directly impacts our company’s future and it could have a significant effect on yours.

Unless you’ve been living off-the-grid without any cable, internet connection, smartphone, contact with any means of civilization, and what have you… For the past 30 years, you have seen how quickly technology has not only been advancing, but also how quickly it has been changing the way we live. Even more greatly? The way we consume.

The advancement of technology revolutionizes how we buy, how businesses communicate to us, and even has an impact on our attention span. Back in May, Telegraph UK reported on a research study done by Microsoft that showcased results saying the human attention span has decreased from 12 seconds in 2000 to 8 seconds in 2013 and present . Putting that into perspective, majority of the people reading this blog will not have made it to this point in the article without any distraction like checking your phone or emails. Think about how much content we consume nowadays too. We used to only consume what was given to us through a newspaper and/or magazine subscription. Then, there was TV to feed us shows and commercials through more channels now than we have ever had before, although Americans watch an average of 190 channels. Up sprang the Internet with unlimited and constant information on top of it all, which has led to today, where smartphones allow us to carry that infinite load of content wherever we go. Millennials consume about 5 to 10 hours per week on digital content.

So how are businesses’ advertising tackling this beast where we live in a world bombarded by continuous information with a consumer’s’ attention span of 8 seconds always fleeting? If everything is in such a whirlwind of on the go, how and where do brands stop their audiences to tune in?  

1. Say More By Saying Less. The biggest strategy is to get meaningful content out there that is quick and to the point. You want a creative message that is short, but engages with consumers on a humane level  If you can’t be brief, you’ll quickly lose to your competitors.

2. Find the Window. Who is your audience? The baby boomers? The Gen-Xers? Or the Millennials? Each group majorily consumes their content at certain, but key, time windows during the day. This can greatly affect on where and when you’ll distribute your video campaign.

3. Shifting Those Advertising Dollars to the Web. The future of what consumers will look like is going to be different than what businesses have seen in the past. People are becoming more attracted to online subscriptions than to cable. Businesses are saving chunks of change too by investing into digital advertising instead.

This change can be a scary for some brands, because it is a big and fast moving transition, but it gives hope to a lot of small businesses. Independent filmmakers have more outlets to get their work out there, with better distribution thanks to shareability on social media. Because of this trend, video production equipment costs are also going down while quality is going up, so small businesses can tap into these resources on a more affordable budget without losing the craftsmanship of their content.

12 Oct 2015

State of the Industry : Video Marketing

It is on the rise. It is the future of how businesses will engage with their target audiences and consumers. By 2017, online video will make 70% of internet traffic. What is exactly video content marketing and why has it become so popular? Video Content Marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content through the use of powerful visuals to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Think of it as replacing commercials with a better focus and longer format, while leaving out the obnoxious and artificial factors. A business has only about 30 to 60 seconds in a commercial to get their message out and to quickly grab your attention. Have you ever noticed when your favorite tv show cuts to a commercial break how suddenly the TV becomes a lot brighter and the volume jumps up a few notches? It can be a bit annoying.  Although TV commercials were once effective, people are now  getting better at ignoring them. We’ve mastered the skill to change the channel, hit mute, or simply divert our attention to doing something else, when a commercial comes on the TV or web. An ad within a newspaper or magazine is even more limited and just as easy to disregard. Brands have got even fewer words and  technically one frame to say it, which is usually “Buy or Invest in Us.” This transition has pressured businesses into finding new outlets to tell their story. What about having more time, more appealing visuals, and more words to say “Not only invest in us, but get to know who we are. Here is our story.” This new strategy is popular because it is effective. Businesses are seeing results and they like what they are seeing. 52% of marketing professionals worldwide name video as the type of content with the best ROI. B2B and B2C marketers worldwide name video as a top 3 most effective social media marketing tactic. In Demand Gen Report’s 2014 Content Preferences Survey, 86 percent of buyers expressed some level of desire to access interactive and visual content on demand.

So how does a business incorporate video content into their marketing model? The answer is that there are many different directions a business can take, but it all depends on what is their focus, the story to go along with it, and how that story will be relevant to their targeted audience. Are you trying to promote your brand or is it a product that you want to showcase in detail? Is there an event you want to recap or is it better to livestream it? Maybe your company wants to give audience members the freedom to choose their own story path by using interactive video for your content? Whatever a business may choose, the key to its success is that it has got to be creative,compelling, and engaging. It has got to be something that will persuade its viewers to take action by watching it, interacting with it, and sharing it. This not only applies to the video, but also the campaign surrounding it.

The beautiful thing about video content marketing is that it is flexible, but it can be hard to decide on how your business will take advantage of it. For this week, the Siren Vid Team will guide you through it. We’ve got case studies for each direction you can take through the examples of our previous work with clients. This is our expertise because we understand the importance of having video content marketing now and the even greater significance it will have in the future.

We found our handy stats and other interesting facts from these sources: