Capturing Social Video: Going from “M’omma, Are we There Yet?” to “Eat my Digital Dust!”
Guest Post by Beryl Lee and Tina Robles
Tina steers video planning and production undertakings at HealthCentral where she puts her Video Production and Psychology underpinnings into full practice. Beryl adds her voice to social media, communications, and outreach at HealthCentral where she applies her former studies in Sociology, Humanities and Bioengineering.
With a reality television show-like title of The Great Race: Catching Up with Consumers, OMMA Global’s 2011 San Francisco tech-immersed media conference provoked insight, understanding, strategy, visualization, and challenges regarding how consumers of brands: express the myriad ways they see and use branded products adopted and adapted to their diverse lifestyles, rally and drive votes around a product by sharing openly their enthusiasms and disenchantments, desire multi-dimensional and multi-interactional channels to surf over and wade through to their personal winners.
The opening key by Jack Klues unlocked that consumers have actually become the new boss while retaining their characteristic as the ‘pick-and-choosey, on-demanding’ people who ostensibly work “for free.” Klues cautioned that increasing social capabilities should not be restrained to one-way handoffs and processes with a tunnel-like aim toward trafficking, but should be treated more like a free-flowing canvas from which to convey meaning.
The new game plan requires owned (through self representation) and earned (through self engagement) audiences that pass forward word of mouth over “paid for” audiences. Those who have entered into the realm of your brand ought to be – first and foremost – captivated; second of all, they must be rewarded most handsomely by informative, entertaining, interesting, shareable content. Other factors such as scalability, visibility, measurement of sound waves and intent are to be in step behind social platforms and deeply moving content.
Unrestrained topics at the media prolific event were mobile, social, video, and social video. In broadcast endeavors, audiences are no longer partial to their at-home living room televisions, so a plateau has been encountered in getting in touch with them that way. A leveling of the playing field can be accomplished through having an “accountable medium” obtained clearly through online video (bonus points with customers for on-the-go mobile video). While television is packaged for a speedy, one-time message free fall, an accountable medium such as online video comes carefully wrapped, allowing for efficient determination of who is watching over the long run.
Some components to the more enduring wrapping of online video versus television are: inventory, availability, quality and profile. It is easier to place message renditions side by side and in relation to similar messages, to combine and recombine what already exists. It is faster to summon up messages you remember seeing to rewatch or spread within your circles of acquaintance. Personalization, apropos angle, timing, contextualization, previous user response can all be on hand through online video to regularly improve message matching and excellence. In pharma, it is yet impracticable to assign a pricetag to this audience that’s found at a premium and is seeking ultra exclusive information. The precision-based remote control in online video will be in the hands of the consumer with greater and greater frequency.
Universal results for links that have video thumbnails attached at the front foster a 41% higher clickthrough than plain text ones. This elevated discoverability, or markup in search value, stems partially from the diverse aspects of the link’s makeup. Viewership is overwhelmingly tied to information richness, not transactional bent or site navigation intended communication. Watchers prefer straightforward video descriptions founded upon related keywords that can be gotten from a scrape box. Youtube has the greatest bearing on one’s online video message being “in the scene” via search, but it is expertly recommended that each video be distributed across several online channels to broaden and increase chances of being seen, as there are greater opportunities to “make news” on search engines through online video. Online videos are optimally supported with multi-variable cutups according to substance, timing, and tagging for a wider number of audiences.
Social enhances video in a big way. Social video is one of the clearest methods for getting your brand message from accepted to appreciated. Howard Gossage’s saying, “The real fact of the matter is that nobody reads ads. People read what interest them, and sometimes it’s an ad,” holds water in online video as well. The new rules are for content to have established value (it’s funny, inspirational, educational, nostalgic, etc.) and to be experimental (not with budgeting but with bit.ly’ing video cutups). Video’s job is to be the hyperbole of a brand and what it stands for in ingestible snippets (ex: Lego is fun, funny, nostalgic, smart). Unbranding is advisable in the sense that your brand does not need to be blatantly there if it can be associated with your series of content. Most of all, social video must be dialogue friendly by definition, which will expand the demographic to everyone, as every person potentially has a remark for your video idea, whether it’s unspoken or ideally, spoken about.
Giving value to the user also gives value back. Value may come in the shape of answering the user’s search questions on video and by making the experience interactive and easy because it’s natural for the user to take in and interpret information from video presented content. The time is ripe for online video. For online video, there are no longer the questions of: When? And where? Audiences are ready and waiting everywhere one can look. We can now tap into personalized online video where formerly the direct audience profile was nonexistent.
We are excited to be part of forming this ‘white hot’ video content custom made for audiences and enjoyed watching a few of the big players in the field discuss what needs no further speculation: online video is here to stay and it’s about to take off!
It was nice to see representation from all corners of media (mobile, video, social, display, direct), with separately dedicated tracks for each area, but intermingling of overlapping and integrally related topics as a whole. A common ideal was to better translate brand solutions to personal lifestyle wants and needs as vast as the color wheel. Encapsulating information and ideas around what a brand can offer for living and lifestyle through the mediums of video, social, and mobile really get the mind’s eye in flight!