Media usage in one of traditional advertising's key demos just isn't what it used to be. Recent data again shows a loss in TV viewing in the 18-34 demo. In the last two years, this demo is watching traditional TV 24 minutes less per day-- almost the length of a whole sit-com.
Logic dictates that marketers should go where the people are, and that place is YouTube!
YouTube has grown to be so much more than videos of cats and rickrolls of content you actually wanted to watch (props if you know what that means). YouTube has become a nearly-perfect platform for placing video content for your business right in front of the eyes of your businesses' demographic. Even better still, it is a remarkably level playing field for small businesses to reach their ideal customer on par with corporate advertisers.
Every month there are one billion unique users that view content on YouTube, watching over six billion hours of content! YouTube gets over 1 billion views per day, which means that if count YouTube as a search engine, it would be the second largest, nearly 2 times bigger than Bing and Yahoo combined, and roughly a third the size of Google!
We all get advertised to; nobody wants a hard sell, nobody wants a salesman pitching a product with loud and aggressive ferocity.
Potential clients are no different! If your promotional video isn't in sync with not only their consumer interest, but what the individual is willing to watch, they won't watch it.
How do you best make a promotional video for your business? Let's address that. This post will guide you through best practices, and give some insight in to how to best adapt your video to what will work well for your target consumer.
While Joan Jett may be right, that caring too much about what others think is bad for your self-esteem, it's not very wise to "not give a hoot" when it comes to your company's reputation.
Local Consumer Review Survey (2012) revealed that 72% of consumers said that they trust online reviews as much as personal recommendations; 52% said that positive online reviews make them more likely to use a local business.
In my work with clients of Ad House Advertising, we're constantly talking about how the internet has changed shopping. So a recent article by Sridhar Ramaswamy, Google's Senior VP of Ads and Commerce who oversaw the technology behind Google Shopping, caught my attention.
His points are totally correct. Think about these in relation to your business:
1. Shoppers know as much as salespeople.
When you're in the market for a product or service, there's a world of information at your fingertips. It's estimated today that 56% of business purchases are researched and decided before a salesperson even knows about a potential sale. Where's the opportunity for you? Encourage (i.e. mandate) that your sales staff researches your competition online and knows your company inside and out. The worst thing in the world is for that prospective customer to ask a question and be met with "I don't know. I'll have to get back to you."
Why it's important to have a QUALITY website
In this day and age, almost everyone has a website. People and businesses take great pride in their websites. Whether they have a beautiful, user-friendly, informative website or an ugly, vague, assault on your senses website, they want to show it off, get people to visit, and promote it. Your website is crucial to the success and maintenance of your business. A website is a source of information for your clients that is open 24/7 and accessible from anywhere there's internet access.
As much as we all talked about 2013 finally being the Year of Mobile, we're convinced that it actually is going to be the Year of Video. Here's why:
Viewing is growing on video, with more time being spent on more devices. Too much is made of falling network prime-time ratings. According to estimates at GroupM, overall video consumption is up year on year by about 3.7%, assisted by viewing of streaming video on PCs, connected TVs and mobile devices. According to the latest comScore, on average, 183 million Americans view 215 videos each month online. Mobile's big boost is also being driven by video, with Cisco forecasting that by 2016, two-thirds of mobile traffic will be viewing video.
We produced a series of promotional videos that included several local businesses at a large local movie theater, Premiere Cinemas in Rio Rancho. This was done in partnership with the Rio Rancho Observer, Don Chalmers Ford, Latitudes and Harris Jewelers.