The Rise of Video Content
Brands are revolutionising consumer interactions with video content.
In the ever-evolving landscape of digital marketing, video content has emerged as the dominant format, transforming how brands connect with their audience. The statistics are staggering, 87 percent of businesses now use video as a marketing tool, and 82 percent of internet traffic is projected to be video based by 2025. This shift is driven by the increasing demand for engaging, immersive, and shareable content that resonates with consumers.
Videos are more likely to capture attention than static images or text, with an average user spending 2.6x more time on pages with video content. They evoke emotions, creating a deeper connection between brands and consumers, leading to increased brand loyalty and advocacy, and enable brands to tell compelling stories, showcasing products, services, and values in a more relatable and memorable way.
With the rise of mobile devices, video content is easily consumable on-the-go, making it an ideal format for modern consumers. Brands like Apple and IKEA use video to showcase product features, benefits, and assembly instructions, enhancing the customer experience, and many others collaborate with social media influencers to create engaging video content, reaching wider audiences and building credibility.
Brands like GoPro and Coca-Cola encourage customers to share their own video experiences, fostering community engagement and social proof, while Amazon and Facebook use live video to connect with customers in real-time, hosting events, Q&A sessions, and product launches.
So, how should we as marketers approach this phenomenon? Attention spans are short, so keep videos concise and engaging. Ensure videos are mobile-friendly and easily consumable on smaller screens. Increase accessibility and engagement by adding captions and subtitles. And use video content across multiple channels, including social media, websites, and email marketing campaigns.
Video content has become an indispensable tool for brands seeking to connect with their audience, build brand awareness, and drive engagement. By leveraging the power of video, brands can create immersive experiences, evoke emotions, and tell compelling stories that resonate with consumers.
For their brands to thrive, New Zealand marketers need to embrace the video revolution. The human brain processes video 60,000 times faster than text, and videos also have the advantage of appealing to multiple senses at once, leading to higher information retention. Videos can significantly improve a website's SEO, as Google's algorithm is increasingly prioritising websites that offer varied content, including videos.
In 2018 digital-only advertising in New Zealand took just over 34 percent of all advertising spend, surpassing television at 22.2 percent, according to the Advertising Standards Association’s report on advertising revenue across all main media. Digital advertising revenue in New Zealand grew by 9.6 percent in 2022 compared to the previous year, as total digital advertising revenue in New Zealand continued to climb. Total digital advertising revenue in New Zealand reached $534.8 million in Q3 2023, achieving strong 7.3 percent growth on the same period in the previous year. Channel growth was led by Social with 20 percent growth on the same period in the previous year, followed by Search at 11.3 percent. Within Total Display, Audio and Video topped Display channel growth on the same period last year, with growth of 36.1 percent and 18.8 percent respectively.
Customers value trust and connection, they want to be taught something, and the content organisations create and publish, essentially defines their relationship with their customers.
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Automation and AI will affect the world of marketing, and although we are seeing incredible results with augmented reality, the industry seems to be in agreement that nothing will take the place of authentic, emotional and thought-provoking marketing. Marketers will need to stay mobile, embrace innovation and continue the trend of trying to achieve more with smaller budgets.
Some of the biggest players in video content you’ve probably never heard of include McCreamy, a professional Fortnite player and full-time gaming YouTuber/Twitch Streamer with 5,880,000 subscribers and 976,259,250 views. Fitz is a Kiwi gamer who rose to fame with his comedy gaming videos and has 5,150,000 subscribers and 621,650,436 views. Living Big In A Tiny House is a YouTube channel by ex-Shortland Street actor Bryce Langston about tiny houses and has 3,610,000 subscribers and 481,664,570 views. Shirley Setia, a singer who was born in India but raised in New Zealand, has 3,560,000 subscribers and 285,894,107 views. Meanwhile, one you probably have heard of, is pop singer Lorde, and the LordeVEVO YouTube channel has 3,520,000 subscribers and 1,593,514,340 views.
While TikTok has as experienced significant growth and is popular for short-form videos, YouTube is the single biggest channel in New Zealand with a daily reach of 44 percent of all Kiwis. The YouTube phenomenon is not just a fleeting trend, a survey conducted by Kantar in May 2023 revealed that YouTube is the number 1 video service for Kiwi viewers. NZ On Air data confirms that YouTube is the single highest reaching video platform each day.
Known for its fitness programs, Les Mills International has used YouTube effectively for both short-term acquisition and long-term brand awareness. Their bold and creative campaigns have resonated with audiences, resulting in increased brand awareness and search intent. And ANZ Bank maintains a presence on multiple social media platforms, including YouTube. While their community size isn't the largest, they've been consistent in using YouTube as part of their marketing strategy.
Multiverse Digital and Wonderlab are local agencies that specialise in digital marketing, including YouTube advertising. They help businesses achieve their goals by selecting effective platforms and strategies. YouTube marketing involves various approaches, such as search engine optimisation (SEO), influencer partnerships, and video ads. Brands can use YouTube to connect with audiences and achieve both short-term and long-term marketing goals.
Over 2 million people in New Zealand streamed YouTube on their TV in June 2023, while the platform reached an astonishing 3.5 million individuals aged 18 and above, (90 percent of the country's adult population”. As marketing has evolved, YouTube has become a canvas where brands can paint their stories in vibrant hues that resonate with their audiences.
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