And a Music Artist Influencer can help your brand go viral.
Video marketing is the #1 preferred method of communication among marketers and is also the preferred channel for consumers to learn about a brand or product. The average person watches about 1.5 hours of video content a day and social media is the reason behind those numbers. Through social media, videos are served up to consumers based off data and behavior, not to mention in the place where people spend most of their time. Cisco has projected that more than 82% of all Internet traffic will be video by 2022.
The question you are probably asking yourself is how do you break through the clutter and get your brand noticed?
The key is to create an emotional tie by tapping into familiarity and fame.
For example, Diet Coke launched their campaign ‘Break From The Ordinary’ in order to introduce their new and colorful Diet Cokes flavors. With the help of 2018’s Academy of Country Music New Female Vocalist Winner, Lauren Alaina, they were able to capitalize on her growing popularity and bubbly personality to draw consumers in. They did this through snackable social media videos, boomerangs and GIFs.
Over the years we’ve seen videos go viral, which shows the impact a video can have. 92% of mobile video consumers share videos with others. The sharing power is what sets videos apart from other means of communication. Video engagements are continuing to grow year over year within the influencer marketing realm, which makes it easier for companies to appeal to their target audience in an authentic way that their viewers enjoy and are already participating in.
Here are the techniques and trends you should keep in mind when planning and executing your video marketing strategy for 2019
1. We are visual learners- 65% of people are visual learners.
The visual aspect of videos need to be able to stand on its own without noise. If you think about it, most viewers watch videos without sound so it is more about getting the message across through imagery rather than the audio message. If consumers are watching videos without sound, then brands need to think about what they can do to stand out. What better way to attract their attention than by using an artist they recognize and trust.
2. Move from wide format to vertical- Mobile video consumption rises 100% every year.
Snackable videos for mobile devices are all the rage. This is where videos will continue to be consumed so marketers realized that they needed to do something about it. They’ve recognized the need to meet consumers where they want to be contacted, therefore videos are starting to be produced and pushed in mobile ready formats. Artists like Cardi B, Carrie Underwood, and Luke Bryan post videos all the time on their own socials. More and more they are choosing to shoot at a vertical.
3. Real time is the best time- 80% of audiences would rather watch live video from a brand than read a blog.
Live Videos have been embraced with open arms by music artists on their social media platforms, Facebook, YouTube, Instagram, Twitter and Snapchat. This format is changing the way artists and brands interact with their consumers. It’s a way to personally connect with viewers and give them a unedited raw look at an experience or a brand. More and more we see artists 'go live' so that their fan base can get a glimpse into their lives. Brands can capitalize on this trend while using an artist to build credibility.
4. Engaging Video Experience for the win- Augmented Reality (A/R) is 50% more trusted and 20% more likely to lead to a sale than other types of digital advertising.
Viewers want to be transported to a place and time. With 360 degree videos and A/R, experiences that used to be unattainable are now at our fingertips. It is a chance for brands to provide content that users can engage with and be thrilled by. It also allows a company to show a realistic version of their product or service and get them interacting with it before point of sale. Whether you want to take your viewers on a fishing excursion in Alaska with Luke Bryan or crowd surf with Gucci Maine at Coachella, A/R makes an experience that much more attainable.
5. Vlogging is the new blogging- Video blogging statistics predict that 84% of communications will be visual by 2018.
As the video version of a blog, vlogging allows the viewer to passively gain information from a brand. The viewer simply has to watch rather than read about the topic at hand. Majority of the time, people would rather watch a 4 min video, rather than read a 4 min blog. (If you are still reading this 4 min blog, then I am glad we have kept your attention.) Vlogging makes the viewer feel more like a friend rather than a targeted customer. Take country artist Dustin Lynch as an example, he has doubled his span of reach on Instagram by turning his feed into a daily vlog. Fans have connected with him as an artist, but more importantly as a person. The vlog has broken down the non-personal barrier of social media and allows for a person or company to connect.
All in all, video usage, in all forms, is on the rise and it isn’t stopping. In a survey conducted by Hubspot, almost half of global consumers want to see more video content in the future. What excites us as a video production company, is that there are new and stimulating ways to use video content with music artist influencers and brands are finding them very successful.