U.S. Smartphone Video Viewers
Markovitz spoke next. He said, "This year there will be 89 million U.S. smartphone video viewers and by 2018 there will be 125 million. That said, video is an area of immense, yet relatively untapped potential."
He added, "Online video viewers are almost three times more likely to click through to a brand's website from their smartphone or tablet than their laptop or desktop computer." That makes mobile video a significant opportunity.
He continued, "The three main platforms for mobile video are Vine, Instagram, and YouTube. Vine and Instagram are newer on the scene, but they're gaining a lot of traction." Vine launched in January of 2013 and video on Instagram launched in June 2013. "So, in a brief amount of time, these two newer platforms are gaining momentum."
How They Stack Up
According to Markovitz, this is how the three platforms stack up. "Vine is all about adding content to the appropriate channel category, Instagram is all about #hashtags, and YouTube is great for SEO as your videos maybe displayed in the universal search - all platforms have one main thing in common, which is engaging with the community and being authentic."
Small Businesses Aren't Seeing Value?
However, Markovitz said, "U.S. small businesses are not seeing value in mobile video. They are not using YouTube to promote their business. They are not using Instagram to promote their business. They are not using Vine to promote their business. On average, 66 percent of small businesses are not seeing the value in mobile video. Why? Let's look at some businesses that are doing right."
He said, "Let's first look at a real success story on YouTube. During the past week, the fashion industry was abuzz [with the release of] the video, First Kiss. Created on a shoestring budget of $1,300, this three-and-a-half-minute video was made for a small clothing company, Wren.
In four days it went viral with about 42 million YouTube views. Industry experts are suggesting that it could force major designers to think more expansively about how to advertise future collections. Wren received better exposure in the video than an actual show at Fashion Week. Why did it work? It felt real and sincere - it resonated with people. Wren's online sales were up and the song track used sold 10,000 copies. This is a true testament to why businesses can't ignore this new form of marketing. While this was not done on YouTube capture, it shows the real business power of an engaging video."
Markovitz shared another real business case study of a T-shirt company that is using video on Instagram. He said, "The Hundreds, a California clothing company, is producing 15-second teasers called 'Behind the Shirt,' where they entice you to go to their blog to hear the full story on how the artist creates a design for their T-shirt collection. This is a creative way of using Instagram micro-video to send traffic to your business."
Then, he looked at a business that is capitalizing on Vine - the first exclusive mobile micro-video site. He said, "Urban Outfitters, an early adopter of Twitter's Vine app, teamed up with Converse for a contest offering a cross-country trip for the best Vine that documents 'a day in the life of your Converse sneakers.' Customers created six-second videos on where they go with their Converse All Stars. This is a great example for how to successfully generate user-generated content for your brand."
Video Analytics Tools
Markovitz wrapped up his presentation by looking at a few tools that you can use to track your video analytics.
The first was YouTube Analytics. He said, "YouTube Analytics lets you monitor the performance of your channel and videos with up-to-date metrics and reports. There's a ton of data available in different reports (e.g. Views, Traffic sources, Demographics)." He added this tip: "If you want your videos to rank well, make things that people spend a lot of time watching. Make playlists, do series of related videos, interlink between your videos with annotations, and do whatever you can to keep them watching."
Next, he looked at Instagram Analytics. "[Use] Instagram Analytics and Engagement Platform for Brands, where [you] can discover, monitor, and boost your Instagram community," he advised.
And he looked at Vine, saying, "Actively Northwest, a daily resource for healthy eating, fitness tips, motivational stories, and local events to inspire you to live actively in the Pacific Northwest, has garnered upward of 42,000 views across all social channels."
How Can You Capitalize on the Mobile Video Opportunity?
Markovitz concluded his presentation by saying, "The first step toward a successful content marketing strategy is to understand who your visitors are and to know who your customers are. Work on this critical stage before you jump into micro-video."
He added, "Brands should always remember that the existence of a platform does not necessitate a presence. Rather, marketers must make fundamental decisions about where they should be active and how appropriate these formats are to their target consumers before embarking on a micro-video strategy."
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Greg Jarboe is president of SEO-PR, which provides search engine optimization, public relations, video marketing, and social media marketing services. He's the author of "YouTube and Video Marketing: An Hour a Day," a faculty member at Rutgers University and Market Motive, as well as a frequent speaker at SES conferences.
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