The popularity of online video means that it’s more important than ever to make sure your efforts are successful. When you consider the facts, video should be the most important marketing channel for years to come:
- Online video consists of half of the Internet’s total traffic.
- Three-quarters of people watch at least one online video each day, and over half watch at least one each day.
- By 2018, experts predict video will be almost 80% of all traffic on the Internet.
Online video’s audience is massive, and they’re calling the shots. Today’s audience plays a pivotal role in video marketing, and getting their buy-in is the only way to succeed. Here’s why the audience matters so much:
Engagement Trumps Exposure
Video success isn’t measured by exposure the way old marketing forms used to be. In the past, many marketer’s main goal was to make sure their brand was exposed to as many qualified targets as possible. In the technology age, this simply doesn’t work. People don’t trust advertising as much as they used to. Instead, they turn to their family, friends, and the Internet.
That’s why engagement is so important. When a member of your audience shares or comments on a video of yours, it goes beyond them. They’re planting their stamp on your brand, making it more attractive to an even larger audience. The more engagement you’re able to grab, the more impact your marketing has.
A great way to earn trust is by having your audience share your content in the first place!
They’re Trained to Find the Truth
Authenticity is one of the most important aspects of your video marketing campaign. Today’s consumers have access to the Internet as a never-ending source of information. If a single person notices something awry, it doesn’t take long for everybody to pile on. It’s no coincidence that the most popular personalities on platforms like YouTube, Vine, and Twitch are self-created. They show the audience their true selves, and people respond.
You need to show the same raw personality in your own video marketing. Don’t be afraid to take chances or show who you are. Above all, cut out any fabrications, exaggerations or false bravado. It’ll cut the legs out from underneath your campaign before it even starts.
Audiences Gravitate Towards Niche Communities
Blasting out mainstream videos to a large audience and maximizing your brand’s exposure simply doesn’t work any longer. People are gravitating towards niche communities rapidly. That’s why communities like Youtube’s Multi-Channel Networks and Reddit’s niche subreddits are incredibly popular. People want to spend time with other users and brands that they identify with. If you’re not specifically targeting a niche, you’re not going to engage with anybody at all.
If you aren’t in a niche community, you’re going to be on the outside looking in!
If you’re having problems targeting and creating content that connects with your audience, you might just need a different perspective. If that’s the case, make sure to reach out to us here at Blue Wave Marketing. We have over 20 years of experience helping companies build their brands through a wide variety of marketing methods, including video marketing. To reach out to us today, just click here!
