Consider this for a second? Right now, online video makes up more than 50% of all consumer Internet traffic. In fact, international companies like Cisco and YouTube predict that number could rise as high as 90% really soon. Personally, this trend excites me quite a bit. I never imagined that the visual medium I fell in love with as a boy, would become such an important part of the way we communicate, learn, and do business today.
If you think about it though, it makes sense. Since the invention of television, video has been a great way to showcase products and create buzz. After all, we are a visually driven society, and with the improvements in the Internet over the last few years, we can now distribute videos to audiences everywhere.
So if the use of online video is on the rise, the next question is ?How are people using it effectively??
Over the past several years, I have been working with a wide variety of client partners (both big and small) to produce online videos and multimedia experiences. Generally speaking, I have observed that the effective use of video usually falls into one of three areas: Education, Communication, or Entertainment. Here are some of my observations.
Education
Online education has become huge over the last decade for good reason. It connects large nation-wide audiences to critical information, localized events, and just-in-time information that can be easily shared. Business leaders have discovered that online education not only saves money, it provides learners with the flexibility to access content when it best fits their schedules. As online training continues to expand, learners are now demanding richer content, and video has become a standard. Online audiences now expect to be able to stream, download, and view rich media not just on a computer, but on smartphones and other portable devices as well. Video is proving to be the most flexible and engaging way to reach large audiences and hold their attention longer.
Communication
When it comes to communication, the Internet truly is the Wild, Wild West. Businesses and individuals are all fighting for exposure through SEO, Social Media, and any other strategy thought to give them an edge. The important thing to remember however is that no matter what distribution channel you use, it?s your message that really matters. And creating an effective message is the most important priority. Professional marketers echoed this by considering video a higher priority over Facebook, Twitter, and blog interaction this year. Good for them because the data backs that decision. Videos in email marketing campaigns have shown improvements in click-through rates by up to 96%. Even just by using the word ?Video? in an email subject line, open rates are shown to rise. Videos are shown to attract up to three times as many monthly website visitors and helps to keep them on your site longer. They also build consumer trust, and make a big impact on buying decisions. ?
Entertainment
The really cool thing about the new millennium for Artists, is that the professional entertainment industry has become much more accessible than ever before. And since it doesn?t cost a million dollars for artists to produce content, independently produced media continues to rise. Producers can now take advantage of outlets such as iTunes, Blip, Dailymotion, and many others to share their work. While granted, you take the good with the bad; the accessibility of video offers musicians, filmmakers, and producers the ability to share their creativity with audiences like never before.
So as you consider your media strategy for the coming year, bear in mind that your audience?s expectations are changing.? And the challenge for educators, marketers, and entertainers alike is to capture and hold the attention of our viewers.
Jason W. Smith - CEO, Bright Giant Studios
www.brightgiantstudios.com
Source: http://www.ravinglearnatics.com/2012/11/video-in-action-educatecommunicateentertain.html
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