I’ve been thinking a lot about video recently. As a Social Media Manager, you can’t ignore the research that video is the future of content marketing with online videos forecast to be for more than 80% of all consumer internet traffic by 2020. 73% of marketers plan on increasing their use of videos and one of my personal objectives is to make social videos this year to help small businesses reach their audiences. Coming from a corporate background, the videos I ‘used’ to watch were all incredibly slick and professionally produced (with lots of transition shots of people staring up at skyscrapers dressed in suits!) The explosion of social video means that content like that now is in the minority- all you need to make a video is an iPhone, mic and a tripod and a laptop for editing. I’m personally a massive fan of the less polished, more authentic videos and I’m not the only one- 43% of people want to see more video content from marketers in the future.
As a Mum to a 4-year-old I’m also thinking about video in a different way. Like many of her peers, my daughter loves You Tube videos of toys being opened, and she’s not alone either. In 2014, the highest earner on You Tube made $5m by opening Disney toys. I’m at the heady stage where she can’t write yet so accepts totally that our IPad doesn’t have You Tube as I deleted the icon, so it’s a special treat for Granny’s house. Being open, I really didn’t like the videos- I don’t get it, but as we were both thinking about video I tried to put my own prejudices aside and asked her lots of open questions while we watched together.
She’s sharing a moment. Video is full of life- the girls she chooses to watch on the Toys AndMe channel are full of personality, bright and engaging and the video is well edited with a good narrative. Interestingly, considering the prevalence of toy channels, which make up 20% of the top 100 channels on You Tube, she has chosen a channel filmed less than 100 miles from our house, with familiar accents. She’s watching the older girls she might play with in the playground and feels like she’s engaging with them.
She learns by looking and listening. Admittedly, she can’t read yet but most the population generally learn this way with approximately 10% being auditory learners, learning best through reading. However, only 3% of content on Facebook now is video. Now that technology has progressed to be able to share content in a way other than written content and static images, we need to match our content to the way our audience will best consume it.
She can get information and entertainment at the touch of a button. Forrester researcher Dr. James McQuivey estimates that one minute of video is equal to 1.8 million words. Admittedly this is limited now to knowing what a blind bag is and that Monsters Inc is a thing, but the possibilities from video marketing are endless and exciting.
Another key takeaway was that I really didn’t ‘get it’- I couldn’t understand why she wanted to spend time watching these videos when there were educational apps she could be playing with on her iPad! On reflection, of course I didn’t ‘get it’- I am not their target audience, which is well defined and catered for. So, Tiana and her friends from Toys AndMe will be welcome guests in (Granny’s) house for the near future and I’ll be working on my own video and shooting skills!