In today's digital age, the lines between my software development, web design, digital marketing company, and traditional media companies such as CBS, NBC, and ABC have blurred. As Martin outlined in last week's Flipboard Friday - Why Video is King, we only have a handful of videos. However, GA4's new average engagement time shows our online videos as sticky and engaging.
Search Engine Optimization (SEO) remains essential, but our B2B content marketing initiatives are shifting toward videos, social media marketing, and influencer marketing. These online marketing trends apply to B2C ecommerce, partnerships, cause marketing, and any marketing efforts and type of content in your plan. The narrative has shifted, and the story is straightforward: every company is now a media company. Use links below to dive into the smartphone and video marketing transformation making media companies of us all.
Social Media - According to Forbes, globally, 4.9 billion people use social media spending 145 minutes on average daily, with Americans coming in a little less at 127 minutes per day.
Smartphones & Pads - 85% of Americans own smartphones and 99% of your customers use their smartphone or pad to explore social media.
Audiobooks - Already a $5B market, audiobooks are projected to increase to $35B by 2030.
Videos - According to Vimeo 80% of your customers prefer videos to written text. Wyzowl tells us videos are twice as likely to be shared as any other type of content and 87% want more videos from brands they follow.
Social media platforms are the town squares of our digital age. Companies, from Apple to Amazon, recognize Facebook, Instagram, TikTok, LinkedIn, and YouTube’s power to connect directly with their (and your) target audience. Social media marketing shares stories while engaging customers, building brand awareness, fostering connections, answering questions, and winning customers’ hearts, minds, and loyalty.
Do 80% of your customers prefer video content to text?
Absolutely. According to Statista, 85% of your customers are hungry for more video content. This insatiable demand is evident in the rise of video marketing strategies, from explainer videos on YouTube to video ads on TikTok and Facebook. The media consumption trend is clear: video is king.
Mobile devices, especially mobile phones, are revolutionizing how we consume content. With mobile apps for every social network and many brands, content is more accessible in more ways than ever. Real-time, high-quality video content optimized for mobile screens is becoming the norm, fueling a self-fulfilling prophecy where online videos become our most effective marketing tools.
Smartphones make your content more accessible. Whether checking social media posts during a commute or watching YouTube videos before bed, smartphones and pads make content consumption part of our daily lives. For companies, smartphones and pads mean more touch points, engagement, and opportunities to connect. Smartphones and pads are also changing how companies advertise.
70% of users swiped up on Instagram Stories ads to access a promoted website or product
70% of users swiped up on Instagram Stories ads to access a promoted website or product
Before smartphones, advertising was a one-way street. With the rise of social media users and platforms, advertising has become a dialogue. Companies like Apple, Red Bull, Airbnb, and Amazon leverage new technologies, from artificial intelligence to advanced algorithms, to craft personalized marketing campaigns using smartphones and social media to reach and engage potential customers. Mobile devices are something every customer base has in common.
Social media is democratizing content creation, making every user a potential creator. This social smartphone and pad phenomenon makes finding your digital-first blue ocean strategy (LINK) more crucial than ever.
While the potential is vast, the challenges are real. From keeping ahead of ever-changing social network algorithms to learning how to produce quality videos that resonate with diverse demographics, "new media companies" must be agile and ready to develop new skills.
A traditional company sells products. A media company sells stories. In 2023, your "new media" company must do both. Whether it's creating tutorials on LinkedIn, sharing video testimonials on Facebook, or launching a new product with a YouTube video, the definition of new media companies is evolving and expanding.
Video content is immersive. It captures attention, evokes emotion, and drives action. From video marketing campaigns to Q&A or explainer videos, companies are learning video is the most effective way to engage an audience. With the rise of mobile devices, video content gets consumed on the go, making it a powerful tool in our marketing strategy.
As we navigate the digital landscape 2023, one thing is clear: the game has changed. With the rise of social media platforms, the ubiquity of mobile phones, and the power of video content, every company must think, act, and operate like a media company. It's not just about selling a product; it's about telling stories, building an online community, and making your mark.
As Seth Godin explains, "Change is not a threat; it's an opportunity. Survival is not the goal; transformative success is." Embrace the smartphone and social media advantages to harness the power of your digital media and let your stories shine.
The digital revolution, spearheaded by the ubiquity of smartphones and the surge in video content consumption, is blurring the lines between traditional media houses and other businesses. Today, every company has the potential to be a media company, leveraging content to engage, inform, and entertain their audience, all while promoting their "why", products, and campaigns. The game has changed from selling through education to connecting with entertainment.
Here are a few iconic examples:
Red Bull provides a masterclass in brand marketing, and videos are a big part of their strategy. Red Bull's video strategy combines storytelling, high-quality production, and brand integration. Their positioned lifestyle brand positioning associated with excitement, passion, and pushing limits comes through loud and clear with their videos a testament to their aspirational brand.
The quality of Red Bull's videos like the one avove is unmistakable. Viewers become part of the action. Whether aerial shots, drone follows, underwater footage, or slow-motion captures, the brand invests in quality, making its content visually stunning.
Red Bull is synonymous with extreme sports and adrenaline-pumping events and video. From the Red Bull Rampage mountain biking competition to the Red Bull Air Race, the company produces high-quality videos that capture the essence of these events, showcasing the athletes' skills and the event's excitement.
Red Bull's longer-form content with documentaries that delve deeper into the lives of athletes, the challenges they face, and the passion that drives them adds another . These documentaries promote the brand and tell compelling stories that resonate with viewers.
One of the most iconic moments in Red Bull's video marketing was the Stratos Jump, where Felix Baumgartner jumped from the edge of space. This event was live-streamed and watched by millions worldwide, creating a significant buzz and further solidifying Red Bull's association with pushing boundaries.
Beyond sports, Red Bull has tapped into music and culture. Red Bull Music Academy, for instance, has been a platform for emerging artists, and the brand produces videos ranging from interviews to live performances. Red Bull also makes instructional videos, especially in extreme sports, helping enthusiasts improve their skills while subtly promoting the brand.
Red Bull understands the power of behind-the-scenes content. They give fans a peek behind the curtain, often releasing behind-the-scenes footage of events, competitions, and their content creation process. Letting fans into their creation process humanizes the brand and builds a deeper connection with their audience.
While Red Bull's videos often focus on the story or the athlete, the brand's presence is always subtly felt. It might be a logo on a helmet, a can of Red Bull at the edge of the frame, or the iconic blue and silver colors. This subtle branding ensures viewers associate the exhilarating content with Red Bull without feeling overwhelmed by overt advertising.
LEGO stands out not just as a magical toy maker but also as a master storyteller. LEGOs are an aspirational product, so they focus on the narratives their plastic bricks weave. They weave the worlds they create and the connections they foster. And in this digital age, video has become LEGO's most potent tool in its marketing arsenal.
LEGO doesn't sell toys; it sells stories. Every LEGO set tells a tale, from the simplest to the most complex. And how do they amplify these tales? Through videos. Whether it's the adventures of LEGO City, the magic of Harry Potter, or the intergalactic escapades of Star Wars, LEGO uses video content to immerse its audience in a universe where imagination reigns supreme. It's not just about building with blocks; it's about making narratives, dreams, and memories.
LEGO's marketing strategy is a masterclass in empathy and engagement. They understand that in today's world, interrupting isn't the key; connecting is. Their video campaigns, whether on YouTube or social media platforms, aren't mere advertisements; they're stories that resonate, adventures that captivate, and experiences that bind. From showcasing new product launches to behind-the-scenes looks into the LEGO world, their videos are crafted not to sell but to inspire.
In the realm of e-commerce, LEGO has seamlessly integrated video into the shopping experience. Product listings get enhanced with video demonstrations, 3D views, and interactive build-alongs. It's not just about showcasing a product; it's about offering a glimpse into the world that awaits you once you have that set. This immersive experience, powered by video, transforms a simple online purchase into a journey of discovery.
LEGO's genius is recognizing that their most potent storytellers are their users. User-generated videos (UGV) of new design ideas with community votes to turn them into official sets is a masterclass for attracting video UGV. These videos, raw and authentic, serve as testimonials of the brand's impact, reach, and ability to inspire creativity across ages.
In conclusion, LEGO's use of video isn't just a marketing tactic; it's a testament to their ethos. In a world constantly vying for attention, LEGO doesn't shout; it enchants. It reminds us that in the heart of every adult lies a child eager to build and keen to dream. And in this digital age, video is LEGO's magic wand, turning these dreams into tangible, shareable, and unforgettable experiences. As I often say, "People do not buy goods and services; they buy relations, stories, and magic." With its video-centric approach, LEGO has mastered the art of selling magic.