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WHY IS ONLINE VIDEO IS SO EFFECTIVE?

YouTube's Anna Bateson and our founder Chris Gorell Barnes talk about online video and it's effectiveness for brands especially.

 

Branded communications have come a long way in 10 years, mostly down to brands responding to social changes steered by new technological abilities and interfaces that most of us now have to hand.

But in 2012 many brands still [rightly so] argue that TV advertising will get them the awareness they need to showcase their products or services to a mass demographic [with the agreement that they entertain along the way!].

On the other hand targeting psychographics rather than demographics have for decades helped B2B (business to business) brand communications shape their communications and awareness by targeting psychographic interest groups in a concentrated thoughtful way.

B2C (business 2 consumer) communications could learn a lot from a type of mass content litmus testing to identify effective thought provoking communications that invertedly showcase their products and services directly to a core psychographic group first hand.

There are many advantages to this type of content marketing. The ability to develop a network around your product psychographic is the obvious advantage. But the opportunity to identify the most provoking communications that safely carry out to other mass unrecognisable psychographic groups is by far the biggest [most cost effective] communication objective.



By targeting psychographics, B2C brand communications build greater reputations with more relevant audiences. This spearheads a more impactful form of communication that for BP, Boing and Airbus has particularly built thoughtful relationships or retrenched reputations - by communicating with more transparency (see the LCD Model below) directly to those whose core psychographic interest requires more responsive content around e.g. pockets of topics of keen interest to 'them'. The outcome of this targeting is more useful and insightful content delivery in a relay to a core network that is sustainable and adaptive in building further advocation and for that matter shares or virality.

Mercede's YouDrive Twitter story decisions campaign.

Video and online together have the ability to provide a special offering in advocation and reaching psychographics especially. Why? Because videos max out the opportunities for audiences to see and hear more, that's a given even in TV advertising.

But TV advertising needs the flexiblility, the accountability and the simultaneous ability to tool response driven submersive social experiences that provoke thoughtful interactions from the core psychographic group. A provocation from this core group results in a greater control from the matching to psychographic group interests whose opinion within the wider society steers all other group decisions through collective preference.



Some really important online video facts to consider:

• Videos are shared 1,200% more than links and text posts combined (Simply Measured).
• "Video" in subject lines of emails increase click-through-rates by 7-13% (Experian).

*The thoughts and opinions of this post are not necessarily those of the people mentioned in this post.