Video offers fantastic properties as a marketing medium, thanks to its ability to get a message across very quickly. If a picture says 1,000 words, then a one minute video is worth 1.8 million, according to Forrester’s researchers. Video enables brands to communicate complex messages and emotions quickly, and with far more certainty of understanding and recall by target audiences.
The data coming out of YouTube is startling. Mobile viewers now account for around 40% of total global YouTube viewing time (and about a quarter of all internet traffic), and more than one billion unique users consume some form of video from the platform each month, collectively viewing over six billion hours of footage. Cisco predicts that by 2017, online video content will account for 69% of all consumer internet traffic, so if you’re not getting into video – you should be.
Automotive manufacturers utilising video
Automotive manufacturers have been quick to tap into the viral groundswell. From BMW’s ‘Ultimate Racetrack’ earlier this month to Kia’s ‘Blue and Red Key’ Superbowl advert, which featured Laurence Fishburne as Morpheus from the Matrix, or Hyundai’s ‘The Empty Car Convoy’, video is increasingly used by manufacturers to push key product attributes or amaze and awe their fans with death-defying stunts and re-interpretations of popular culture.
Dealerships have also made moves to incorporate a range of rich media assets, including high quality imagery and video. Such assets serve to improve the visitor experience by appealing to potential customers on their own terms as well as helping to increase engagement with website visitors staying on a webpage an average of two minutes longer if it has video content.
Video improves website engagement
For example, the addition of 360-degree videos of vehicle interiors and exteriors can supplement or potentially replace online image libraries, offering customers a dynamic in-showroom experience from the comfort of their own home, or while on the move. Such technology also enables potential customers to conduct their research out-of-hours.
Perhaps even more importantly, changes to the way Google displays search results mean that video can help improve a website’s SEO and positively affect its search ranking. Google’s Universal Search – the term used for the engine’s new search delivery method – is intended to enrich organic search results by including other digital media content alongside websites that contain the original search term. The competition for prime position in search results is fiercer than ever and dealerships need to move with the times to defend and improve their rankings.
Mark Twain said that there is no such thing as a new idea, just the opportunity to make new and curious combinations from existing concepts. With more brands vying for their share of digital space, and employing increasingly more sophisticated strategies than ever before, the execution of video content and the manner in which it is utilised will become even more important, prompting more companies to strive for the original, exciting and downright bizarre.