Video Marketing Is No Longer Optional

TIP OF THE WEEK

by Vahe Arabian, Founder of SODP

According to a study conducted by Wyzowl, 91% of businesses use video as a marketing tool. Moreover, 79% of consumers admit they’ve purchased from a brand after watching their videos.

With more and more brands making their presence known via video content, it would be foolish to ignore the meteoric rise of video marketing. You should also focus on filming more videos for audience development and bringing your brand image alive by understanding the preferences of your target audience.

However, 15% of marketers who don’t use video don’t know where to start.

• Be a storyteller: Most people do not want to watch videos for dry content. They want to see a story that will appeal to their emotions. Your goal should be to connect to your audience while distributing information.
• Mobile-friendly: If your video is not mobile-friendly, you will lose out on thousands of potential viewers because nobody is willing to work extra hard for a video with a few hundred others lined up.
• Tailored videos: You will find that different types of marketing videos perform differently on different social media platforms. The algorithm makes it so that certain videos do better and attract more viewers on a particular platform.
• Interesting title and thumbnail: Good first impressions can go a long way in retaining a viewer’s interest. Unless the title is interesting, people will not feel compelled to click on the video even if the content itself is excellent.
• Intro hook: Once a person has clicked on a video, they will give you just a few seconds of their attention before moving on to the next video on their feed.
• SEO: Just like your writing content becomes more successful with effective SEO strategies, your video marketing campaign should also satisfy Google’s algorithm.
• UGC: One great way of keeping your viewers engaged with your content is to involve them through YouTube videos. You can ask them to create short videos and compile them, or you can let them review your product.

PubTech2024 – Registration Is Now Open!

Join us for the second annual PubTech virtual event for digital publishing and news media professionals.

This event is centred around the need for publishers to bridge the gap between product innovation and data-driven decision-making. We understand that in order to stay ahead, publishers must not only innovate their product offerings but also transform how they use data to drive those innovations and better monetize from them.

The program features five days of 1-hour sessions: presentations, panels, and workshops. You can register for a single session or for the entire event.

??? 18-22 November 2024

This year's line-up of experts features:

• Jiji Ugboma, Associate Director, Engagement Strategy, SHE Media
• Darci Dutcher, Director of Product Design and User Research, Financial Times
• Rebecca Ruane, Head of Reader Revenue Insight, The Guardian
• Zack Zubair, Principal Product Manager, Subscriptions & Partnership Platforms, The Economist Group
• Sofía Delgado, Audience Growth Director, Metro.co.uk
• Clara Soteras, Director of SEO & Product, ElNacional.cat
• Caitlyn Girardi Shaw, Director, Growth Strategy & Development, Gear Patrol
• Michele Bavitz, Head of Account Management, Theorem
• Harry Brockbanks, Yield Strategist, Ezoic UK
• Vahe Arabian, Founder, State of Digital Publishing

View agenda and register →

Foreign Affairs Magazine: Taking a Niche Product and Punching Above Its Weight

Foreign Affairs Magazine is a 100-year-old publication launched in 1922 by the Council of Foreign Relations, a prominent think-tank based in New York City. The magazine acts as the public arm of the think-tank, publishing a wide range of articles by leading thinkers and experts in the field of international relations.

The USP of Foreign Affairs Magazine is its ability to provide a window into the thinking of the best minds in the field in a very accessible way. The magazine publishes long-form articles that can be up to 10,000 words in length. They have the following products:

• A print magazine published 6 times per year
• A website that provides access to published articles, archives, and daily analysis
• An app for podcasts, audio articles, and other content

Continue reading →

Newsletters: Growing and Nurturing Your Audience in the Age of Privacy

In the age of media fragmentation and endless sources of information, developing deep relationships with an audience and keeping it connected are increasingly difficult tasks for publishers.

Most publishers aspire to develop these meaningful connections with their readers – to become a part of their daily lives instead of a one-off site visit.

Newsletters can help achieve these objectives.

Mex Cooper, Head of Audience Development at Nine, explains: “Publishers are increasingly focusing on newsletters because they offer many opportunities to connect with readers directly without giving up control to third-party platforms and channels.”

Continue reading →

Busting 10 Common Myths About Native Advertising

Native ads are online ads that seamlessly blend with the content displayed on websites. They are designed to match the look, feel, and overall function of the media in which they appear, making them less intrusive than traditional banner ads.?

At least 90% of the time, native ads are pay-per-click (PPC) advertisements. They are recommended for performance digital advertising because native ads’ main purpose is to drive leads and sales. They can also generate brand awareness.?

Continue reading →

Receive weekly recaps of the most important updates in digital publishing and news media + tips, resources, and more. Subscribe here.