Online videos are undoubtedly one of the great protagonists of the brands’ strategies for the year that has just entered. The reasons for this enthusiasm for this type of content is clear: consumers increasingly want to consume it. Videos are powerfully fashionable and everyone is willing to watch, share, comment on and ultimately interact with them. The growth rates of online video consumption are very high (in some environments, such as mobile devices, they reach 400%) and internet companies themselves are enthusiastically turning to this content. Facebook, for example, will include more video ads in its news feed and Twitter refines an advertising strategy in which it will be much more ambitious in its presence and in which videos will of course be present. And although there are still metrics to be established to know what happens with the videos (and hence, for example, Google wants to include the viewing among the information it offers to advertisers), the potential of the tool is very great. And one of the environments where this potential is most striking is the social world. Videos are increasingly protagonists on social networks, even so much so that there are those who believe that Facebook is going to overtake YouTube as the destination for Internet users to watch videos in the near future. Social videos are, therefore, a very important prop in the video strategy of any company and consumers are increasingly willing to meet them on social networks. In fact, they value them especially significantly. So what can be expected from the presence of video on social networks in 2015? According to Oliver Smith, the CEO of Unruly, a firm specialized in video in social media, ten will be the guidelines that will mark the immediate future of social video, as published in Marketing Magazine . Facebook wants to be the new YouTube The realization that the focus of the war to dominate the segment of the video market that until now had YouTube as the undisputed king has changed no longer arouses doubts in anyone. YouTube has grown a powerful enemy in recent months and that is Facebook. Facebook will launch new functionalities in 2015 and YouTube will fight with much more force to stop the damage that the social network can do, which  Australia Whatsapp Number List  will mean that 2015 will be the year of the great battle between one and the other. Brands, for the moment, are betting on the multi-channel strategy. Televisions will enter programmatic advertising At the moment, television commercials are still being bought as they were a few years and even decades ago. However, the future will go through the arrival of programmatic advertising on television. In other words, it will be the algorithms that – as they already do on the internet – control television advertisements. The Unruly manager does not expect that in 2015 there will be a massive jump to this type of advertising recruitment, although he does believe that it will grow. Still, the biggest problem with television advertising will remain the same as it already had. The ads still fail to create empathy with consumers. They are not emotional. The emotional will determine the content strategy and its distribution Brands are increasingly dedicated to creating ads that manage to touch a sensitive chord with the consumer, since different studies show that this has become the way to get their attention and get their commitment. In the time of social networks, the emotional is what can make the difference. In addition, during this year, they hope that the emotional is closely linked to another concept: nostalgia. The ’70s,’ 80s and ’90s will catch on (even more so) throughout the year, thanks to scheduled remakes of movies from the time. Ads will be influenced by them. Visibility metrics won’t close Being able to provide data on ad visibility has become a major concern for advertisers and content supporters. They all want to give conclusive data, since the issue of who and if the ads and videos are seen is one of the most interesting and worries the industry. During 2015 work will be done in this area, although it will not be possible to close a standard. It will be a work in progress. The attention paid to the video will be a fundamental criterion What does it matter if the video is broadcast if it fails to attract the attention of the consumer? The different media on which videos are published are launching into practices that make it less and less difficult to reproduce them. The media have been making videos serve autoplay for some time, and social networks are also getting into that game (although in a less invasive way). Added to this is the fact that consumers lose interest each time sooner when they are viewing this type of content. Therefore, a new criterion is imposed. Now, advertisers will want to have data on the attention that a video gets, and this will become a determining metric when it comes to establishing who or what is succeeding. Going viral will remain an obsession Brands are obsessed with going viral and getting everyone talking about them. This situation will not change during 2015, although not all virals will work. The important thing is not to be viral, but to be well . Brands will indulge in the search for what has been dubbed valuable virality , virality with value, which implies that content is shared and viewed, but consumers are left with the possibility of knowing who has launched that content and of what you want to tell him. Taking advantage of the moment will be more common One of the great recommendations when making strategy for social networks is to take into account that you have to take advantage of information in real time, what is happening at that moment, what is called moment marketing . In 2015 the separation between the real world and the digital world will be closed and brands will be much faster when it comes to finding how to take advantage of things that happen outside the internet to do network marketing.

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