Video in 2016 - Making Sense of All the Options
- Published on Tuesday, July 12, 2016
- Written by Zahra Axinn
Since its inception online and the early days of YouTube in 2005, we’ve seen video grow from a tangential component of online presence to a fully centered and wholly necessary aspect of branding in the digital arena.
Video now makes up the lion’s share of content online and, ever increasingly, on mobile devices [see Reel SEO].
To help you keep pace with the seemingly exponential evolution and growth of online video, here's our own overview of the various formats in 2016.
The wide range of different platforms and formats includes, to name just a few, YouTube, Instagram, Snapchat, Facebook, live feed, and even animated gifs, each with its own inherent delivery mechanisms. Employing them in combination can help you reach new audiences and add nuance and depth to your message.
Click on the logo below for an example of a Snapchat Story from Sour Patch Kids.
With online video now promising a greater ROI than television, the flexibility and open-mindedness to explore those different formats may be the difference between growth for your brand and stagnation. A multi-faceted approach means being able to treat each video platform and format on its own terms without losing site of your overall goals. For example, a short form video on Instagram or Snapchat is the ideal way to ensure you reach a younger more-mobile audience, while a longer video on YouTube or even a live feed on Facebook or Periscope allows you to resonate that message with a broader audience and include more info.
Take a look at how Ben and Jerry's used Instagram to generate a huge number of views.
All this does not necessarily mean higher production costs. In fact, the malleability of these formats means that marketers who recognize the opportunities can expect to generate material for multiple formats from a single shoot or event. It requires little more than the vision and understanding to include these formats in your production and distribution plans. Employing professional production methods ensures that the final product is streamlined, well-made, and the best representation possible--videos that look and sound great, and are compelling across the various formats! As always, the videos can and should fit into the broader branding and ethos of an organization, an organic extension of marketing or branding efforts.
An example below of a longer branded video from Buzzfeed.
When budgets allow for it, a television ad can also drive viewership on YouTube. Alternatively, YouTube TrueView, recently merged with AdWords, is not only cost-effective but pretty much essential in making the most of your potential to reach a targeted audience.
Below, a tweet with a gif attached gets AXE's message across.
Home page and above mosaic by Adnan Islam, license link.