15 February 2011
The way people use the web continues to evolve, and fast. Right now, we’re on the cusp of an online video revolution – but we’re not talking about YouTube here. That’s old news.
In 2011, we predict to see a massive increase in online video production using professional platforms that are not of the YouTube ilk. This prediction is based on three things.
The first is the incredible surge in online video consumption in recent years. A 2010 ComScore report found that “81 per cent of Australia’s Internet population viewed video online in July, with an average viewer watching more than 7 hours of video during the month.”
What with increased bandwidth, the introduction of standards and the ongoing surge in social media, these numbers will continue to climb.
The second is the finding that online video is second only to word-of-mouth for its ability to influence decision makers in every stage of the purchase lifecycle (Marketing Sherpa 2008).
And the third is the simple fact that we are already seeing our clients reap great business benefits from implementing an online video strategy.
Bienalto has long recognised the value that online video delivers to business, and we work closely with our clients to map opportunities to leverage this proven tool, whatever their marketing strategy or business need.
Many of our clients are putting our full production capabilities to good use. Examples of where Bienalto has helped clients utilise video include:
Hurol Inan, Managing Director, Bienalto, is excited about its many possibilities. “I think video is an amazing ingredient for innovation. Beyond its uses for communication and marketing, it can generate new revenue opportunities in the form of brand new products and services, and augment existing ones with value-adding video content.”
While YouTube and other video sharing sites present a great opportunity for content to be seen by millions of people, businesses should not rely solely on these sites. Indeed, many executives are now demanding much greater control over their video strategy – control which YouTube alone cannot deliver.
To take control and realise the power of video to build relationships and brands, businesses need to use sophisticated, professional online video platforms.
One such platform is Brightcove, which gives users complete ownership and control over their content, and thus helps to:
But using a professional platform doesn’t mean you should ditch YouTube altogether. It certainly has its place – particularly in the acquisition phase.
Peter Graves, Regional Sales Director, Brightcove, recommends a blended distribution strategy. “Certainly post your videos to YouTube to capture a broader audience, but don’t rely on it as your sole platform. Rather, use it to drive traffic back to a video hosted on your own site, where you can more effectively engage and convert your customers,” he said.
Whichever direction you take with online video, you need to think hard about your online video strategy and ensure that the material you produce is of the standard expected of your customers – and is found in the places that those customers want to see it.
As the video stats continue to climb, Bienalto will apply our expertise in video strategy and execution to help even more businesses answer the question, “How can we leverage it most effectively?”