Since the inception of YouTube, online video has had a huge impact on the world at large. However, YouTube’s video domination has seen some competition as of late as many popular social media sites implement native video plans. This includes social media powerhouses like Twitter, whose video application has been viewed as a game changer for those involved in video marketing.
Understanding Video Marketing
As most businesses are already well aware, marketing is not what it used to be. Audiences are savvier than ever these days, and this means that businesses must develop marketing strategies that live up to user expectations. While content creation in the past has mostly revolved around text and still images, video content is becoming an increasingly popular method of engaging one’s audience.
Video content can take on many forms depending on the business in question. Some may choose to post tutorials or other information-rich videos. Others still may prefer their video content to take the form of entertainment while also displaying their brand or product prominently. Determining the right approach can have a great impact on overall success.
Why Video Marketing Is So Important
The importance of video marketing is directly related to where users prefer to spend most of their time when online. Recent studies show that those sites featuring videos grab user attention in greater numbers than non-video sites. This includes Netflix and Google, as well as social media sites that have taken the leap into hosting videos. As a result, many web sites want to leverage this trend by directly hosting their own videos, instead of merely publishing links to other domains.
Accordingly, competition is becoming pretty intense when vying for the attention of users. As with any other burgeoning technology, those at the forefront have the best chance of success. Early adopters of video marketing strategies can get ahead of the pack by offering their audience something that is already highly-sought after. Much like the rush into social media marketing, businesses must act swiftly or risk being left behind.
Twitter Is Leading the Way
While a number of social media sites have created video applications, most agree that Twitter’s newly introduced video player has been a major advancement to this new phase of marketing. Released this past January, the Twitter application is putting an emphasis on social engagement through video. Instead of replying to tweets using the somewhat limited 140-character option, users can now reply in the video format. This puts a personal stamp on Twitter replies, while also being far more visually engaging.
One of the most exciting aspects of Twitter video is the auto-play feature. Data shows that sites that utilize auto-play fare far better than those that employ click-to-play. Twitter’s video application also features a teaser option, and the site allows users to take this six-second teaser footage from anywhere in the video (unlike other social media sites who only allow teasers to be taken from the beginning of a video.) Features like these illustrate why Twitter video has become a favorite among users and businesses alike.
The Future of Marketing
While a comprehensive marketing strategy is certainly important, integrating video marketing into your larger advertising strategy is essential. As more and more sites develop native video applications, those businesses on the forefront are bound to break ahead of the competition.