Social media study releases report in September

2015 is the year you need to get your brand online with good video content. In a surprise finding, corporate blogging has seen a strong resurgence as the importance and relevance of long form content that surpasses 140 character updates. Corporate blogs are seen as more effective marketing channels than any social network, as surveyed by South African corporates.

Let’s get digital

SA currently boasts 14 million active Internet users giving digital the ability to reach 38% of the SA population (Source: Effective Measure 2014).

Research released by the Interactive Advertising Bureau (IAB) shows good news for local marketers who are investing their budgets in video content. According to “Mobile Media Usage: A Global Perspective”, reported by FIN24, South Africa has seen a 42% increase in video consumption year on year; a growth rate second only to the United States.

“The most popular platform for video content consumption revealed in the survey of 24 countries was Google's YouTube, commanding 62% of video, following by social media platforms (33%) and search (20%).”

The research also reveals that local consumers are using mobile to watch more multi-media and longer clips. And, South Africans are multi-tasking too: users are streaming video content on their smart phones while they’re watching TV. 36% of global consumers are watching clips longer than 5 minutes on their mobile phones.

"The fact that people are not only watching short snippets of programming, but committing to a longer form of video content on their phones, opens doors for brands to be part of this impressive mobile engagement," Anna Bager, IAB senior vice president of Mobile and Video.

So why is mobile-friendly digital/Video content so important for your brand?

1. Communicate More With Less

A few seconds of a video can convey lots of information and emotion in very little time. As a story telling medium, videos engage your users on all levels. From moving graphics to emotive sounds and buyer education through information, the video content should cover all bases.

2. Continue To Create Searchable Video Content

Videos can be optimized too. In fact YouTube is the second biggest search engine after Google. Also important to note is that videos can’t be removed from the ‘net without an executive order.

3. Users Love Sharing Videos

Sharing videos is a massive part of social media, and social media has infiltrated our lives. Each day hundreds of years’ worth of video is uploaded and shared on Facebook and Twitter. Plus, users love commenting on and sharing video. It’s not joining the conversation; it’s starting the conversation.

4. It’s Measurable

Analytics does a great job of telling you what’s working and what isn’t.

5. It Complies With The 3 Click Rule

While a viewer can’t “buy now” watching a television advert, this action is only one click away in an online video. You can embed links in your videos and, whether users are connected via desktop, laptop or mobile, they can complete the action you want of them.

 

Want to see what a successful video looks like?

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