In 2011, Head of TED, Chris Anderson, presented on the phenomenon Crowd Accelerated Innovation driven by the rise of web video.
Fast forward eight years and video is even more powerful in today’s digital landscape. With higher bandwidth speeds and the ability to capture high definition videos from the palm of our hands, it’s no wonder that over 5 billion videos on YouTube are viewed every day, and 300 hours of video content are uploaded every minute!
Learn more about Anderson’s theory on video innovation in the clip below:
As brands and marketers search for more ways to interact and engage with consumers,
As Anderson mentions in his TED Talk, humans are hard-wired to communicate in a face-to-face manner, so it’s not surprising that 79% of customers would rather watch an explainer or ‘how to’ video to learn about a product rather than reading text. By brands creating authentic and more personal content, consumers are happy to engage with short useful content, that is beneficial to them.
With 81% of people having been convinced to buy a product or service by watching a brand’s video, it shows just how integral it is for brands to embrace video marketing within their digital marketing strategy.
A brand that I think does this particularly well is Nike. Their recent video campaign featuring Sam Kerr was broadcast on all their social media channels (Facebook, Instagram, YouTube, Twitter) and it certainly grabbed my attention. Linking in their partnership with arguably Australia’s best soccer player currently was inspiring, and if Nike boots help improve my soccer skills to play like Sam Kerr, then I am considering
Let me know what brands you think are using video well and brands that could do with some improvement in the comments below.
Written by Vicki Brown