Video has become one of the hot spots for content on the internet. Internet users are increasingly consuming this type of content, especially now that mobile devices are making accessing them easier than ever. Videos are no longer viewed only from the computer and on the desktop, but have become a consumer item that we also see from the smartphone or tablet. Consumers have therefore made video content become fashionable and brands have launched into taking over this content and using it as a lever to reach consumers.

But what should video content be like if you really want to succeed? The video market is diverse and varied, both in terms of purely said content and in terms of format. The Internet has been filled with as many styles of videos as there are options the consumer needs, from long-form to long-form videos (such as series and movies, which are increasingly seen online) to short videos that are consumed quickly and that carry many times to chain the visualization with each other.

As he explains in an article in The Drum in which the three fundamental characteristics that these videos must have to succeed a BBC manager have been established, each month six billion hours of video are Lithuania phone number list   already being watched. “More video is being consumed than ever, but the opportunities to consume video are increasing with it,” he points out, recalling that this is not a completely exhausted market.

And those videos of shorter formats are the ones that are becoming a real explosion and they are the ones that are marking the approach of the big brands to the video market. YouTube is the great example of this type of content, although the movements of new players (as is the case with Facebook) are also along that line. But what do these videos have to have to reach the consumer? Three main lines are given in The Drum’s analysis.

Short videos have become a great opportunity for brands, since Internet users are watching them on a massive and daily basis. Many of these viewings are also done from mobile devices, which means that the videos have become an element ‘on the go’ that can be seen wherever it is needed. These videos are also especially popular with those who find it harder to reach brands, such as millennials.

Brands therefore have to bet on this content, since consumers want to see it, but they have to go one step further to make it stand out above what others are doing. Simply uploading a short video to YouTube is not worth it: it has to be a special video. The secret is to make the consumer the protagonist or the one who has power in the story. Video campaigns that play with interactive elements work the best.

Another very interesting point made by the analysis is that what is important is not what is seen, but what is shared. As one industry manager points out, “views can be bought”, remembering that “don’t measure engagement just by views.” The number of people who see or not a video is only one answer, a way to measure the impact that the budget of a content has had. The backlog of views does not necessarily imply that consumers are responding to that campaign.

What is the secret to knowing if what you are doing is being successful or not? As in many other aspects of modern brand communication, what is important is not the quantitative but the qualitative. What you have to measure is engagement. And to measure engagement, you have to track the number of times that content is shared. As the manager recalls, “you cannot buy a share.”

More and more users access things from their mobile devices. Smartphones and tablets have cannibalized everything and are present everywhere. Users always carry them with them and use them to solve all their problems, doubts and consumer needs. And, above all, they use them to watch videos. The growth rates of online and mobile video consumption are usually very high, so much so that these terminals have been established as

Leave a Reply

Your email address will not be published.