Tag Archives: video content

Video Still Rules In 2018!

We’re pretty much at the start of a brand new year. And while we are on the subject, I’d like to wish you a very Happy New Year – are you looking forward to 2018? I certainly am!

I predict exciting developments ahead for marketing and social media this year – and if you take a look around at those predicting which trends are likely to have an impact, they agree.

So, what are the top predictions I hear you cry! Well… the main standout so far is yet again, video – both live streaming, recorded and ads – and how ‘video’ is set to continue to dominate our social media feeds.

At the beginning of last year Mark Zuckerberg, CEO of Facebook, had said, ‘I see video as a mega trend’ – and sure enough here we are 12 months down the line and video consumption continues to rise. In fact Cisco forecasts that by 2021, 82% of all consumer internet traffic will be video.  An incredible figure, but it doesn’t feel like we’re so far off that right now.

The amount of time people spend on social media continues to increase year on year – we only have to take a look at our own behaviour as well as those around us to work that out – and so the opportunities to attract and engage with new and existing customers using video are certainly set to increase.

Social Media Video

The majority of the time we spend on social media is via our mobile devices, so the battle for mobile video attention will only get tougher. And of course, whilst the platform of video is one thing, it’s the content aspect which is the all-important factor. To truly engage, content, regardless of media, has to be relevant. The challenge we as publishers face is not just about getting video views and clicks, (but that too is a factor), but primarily it’s about getting that relevant video in front of your target audience and understanding what they do after they have watched your video. Analytics in Facebook and Instagram Lives currently give you some decent indications on how many people have  viewed the video content, when, and for how long. And undoubtedly improved forms of analytics will evolve to be able to help businesses to achieve specific, and more importantly effective, business outcomes.

Jump forward a year and it will be interesting to revisit where we are with video in our feeds and indeed in our marketing and communication strategies.

Here at Carvill, whilst I love to get my musings down in written format – so too will we be picking up the pace with video. Facebook Lives, online training videos, webinars and even a podcast are all on our broadcasting horizon.

We’ll be using video for personal branding, thought leadership, training and education, how to, problem solving, FAQs, demos – it’s pretty much on the agenda to ramp up our competence and activity with video in all of these areas.   And encouraging our clients to either start or build upon their video activity.

My question to you therefore is – what you are doing around video content and how can you make video work as part of your communication strategy?

As always – any questions tweet me @michellecarvill or email michelle@carvillcreative.co.uk 

Here’s to 2018


Michelle Carvill, business and marketing consultant, author of The Business of Being Social, speaker, founder and Director at Carvill Creative

Just finalised my third book: Get Social – Practical Strategies and Tactics for Leaders – to be published by Kogan Page in May 2018.

For information about how team Carvill can help you or your team with building meaningful connections with your audiences – simply get in touch.

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Video – The Most Consumed Media Online! What’s Your Video Strategy?

I went over to Google’s St Giles office yesterday to talk YouTube, video and content strategy.

Of course, when training for Business Training Made Simple, video content and YouTube (and Vine, Instagram and other channels) are covered as part of video content as part of our social media training courses.

This means our knowledge of YouTube (the second largest search engine in the world) – has to be right up to date.

Having met with the team at Google to talk about the latest advertising trends and opportunities available – it was good to hear stats we regularly share in our training straight from the horse’s mouth (so to speak).

So here’s a reminder of the latest online video consumption and YouTube stats to keep you up to date too:

  • 5% of our time online is spent in ‘search’ (ie: usually searching something on Google).
  • This means a whopping 95% of our time is not spent searching – but instead, browsing, watching, emailing, being social.
  • If your strategy is to dominate search – then that’s considering only 5% of the time spent online.  To pervade other areas – your ad strategy – or content strategy should consider other vehicles (eg: YouTube and other  social networks).
  • 100 hours of video are uploaded every minute.
  • Consumption of content and video via mobile is growing at 84% – much quicker than any other platform.
  • The average length of a video (of all the millions of videos online) is 3 mins and 8 seconds.  However, we know people drop off after 30 seconds, 60 seconds etc – so endeavour to keep your messages succinct. That said, if you have something worth watching – people will watch.
  • Ensure the first 5 seconds of your video are the most compelling and engaging. Decisions to continue watching are made in the first 5 seconds so be sure to bring your great content to the fore and not to bury it 50 seconds in.
  • 54% of consumers research online before they buy online.  (Personally, I would say this is higher but I’m not going to argue with the mightly ComScore).
  • YouTube has 28 million monthly users which puts it on a par with TV Channels Dave and E4.

It’s worth doing some research in YouTube to see what your competitors are up to – or indeed, just type in your keywords and see what comes up.  This simple research phase is important in understanding the content that is already out there, the quality of it – and indeed any gaps you can fill.

Be sure to be objective with your video content.  Our mantra is that you consider what matters for the audience.  What’s compelling, entertaining, educational, useful and purposeful for them.

Think about pain points – frequently asked questions – what is it that you have that can fix problems for others.  Showcasing this in a visual way can provide far more insight into your product that listing out features and benefits.  And of course – think about the power of advocacy.  If you say it – does the audience believe it – if you get one of your customers to say it – then that’s likely to be far more convincing.   Testimonial videos speak volumes.

As we say, ‘if you sell someone something they may remember you again – but if you teach someone something, then you are building trust and share of mind.

As with everything you do – Plan, Listen, Analyse before you Engage.  Do the research, understand what the objective of your video content strategy is – and then start to plan and build the content in line with key objectives.

This blog post was brought to you by Michelle Carvill, founder of Carvill Creative, the online visibility experts and author of The Business of Being Social – A Practical Guide to Harnessing the Power of Twitter, Facebook, YouTube and LinkedIn for all Businesses.

If you need any help with your social media activity, blogging or creating content or any other digital marketing services, then do get in touch with us.