Online Content Marketing Trends to Watch Out For in 2014

2013 saw some pretty interesting changes in the world of online content marketing.

Possibly the largest was the rolling out of Google’s Hummingbird algorithm in August (possibly the biggest change in search since 2001), hurting many ‘black hat’ marketers, while at the same time, serving to elevate niche websites within the SERPs; creating an even playing field between what some have compared to ‘good vs evil’.

But besides upgrades and amendments to Hummingbird, what does 2014 have in store for the world of content marketing?

1. Video Content is going to take off in a big way

Though we’ve got just about all that we can out of the likes of infographics, the mainstream emergence of apps such as Vine  and even Snapchat is somewhere things are looking to grow – which is especially great for marketers who rely on visual media to connect with their audiences.

To add to this, many agencies are beginning to realise that video marketing isn’t as expensive as it used to be, and if done right, it can be sent and well received through almost any channel.

If you aren’t convinced yet, a single video (lasting 1:31) of Felix Baumgartner’s space dive has so far given Red Bull an extra 35 million views on their primary YouTube channel alone.

 2. Whether you like it or not, Google+ is about to get bigger

Though the significance and worth of Google+ is currently up for debate, the world’s second largest technology company isn’t about to drop its bone yet.

In terms of outreach, social media is basically mandatory via Twitter etc. anyway, but technology experts are predicting a greater reliance on what is deemed to be the second largest social networking site after Facebook.

Largely due to advancements with Google Authorship (though it doesn’t help rankings yet), Google+ is set to be one of the defining elements of social and content outreach by the end of next year. Indeed, if marketers don’t want to be left behind, then forgetting about Google+ could be deadly.

3. In some sectors, content will become more exclusive to certain people

Although for the moment, people are pretty much free to consume as much content as they want (besides those who read The Times and other subscription based media), marketers are expected to incorporate select audiences for their brands – incorporating the idea that exclusive content is better content, and therefore, far more valuable for both the audience and the brand.

By providing exclusives such as articles, offers, games and videos to only a privileged few (thousand), marketers will be looking to heighten trust signals, quality and value during 2014 on this basis.

4. The area is going to grow massively next year.

If someone was to say that there would be only a marginal growth to be had in 2014, they would probably be wrong. In the United States, 60 per cent of businesses already use some form of content marketing as part of their overall strategy.

And this is set to increase to the point where the overused and increasingly stale motto of ‘content is king’ will not be just a buzz phrase on internet blogs, but a mandatory and widely accepted fact.

In addition to this, according to a survey by the Marketing Institute, 48% of marketers plan to increase their content marketing budgets into 2014.

Amidst fierce competition, getting it right will be imperative.

5. The job market for content creation is set to explode

Whether in-house or agency based, one of the top marketing jobs of 2014 is tipped to be ‘Director of Content, with many writing, video and editing jobs set to open up as the year continues.

Indeed, in HubSpot’s Fifth Annual Review of Inbound Marketing, the company states that the top marketing job of 2014 may well be Director of Content, and they aren’t the only ones making the claim.

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Marketers look to increase social video ad placements

Marketers look to increase social video ad placements

Digital video viewing is mainstream, and eMarketer estimates that 182.5 million people in the US, or 75% of all internet users, will view digital videos this year, and video advertising spending will increase by more than 40% in 2013 as well.

Video viewership and social sharing are closely intertwined; for example, an April 2013 blinkx survey conducted by Harris Interactive found that more than 40% of social network users watch TV or online video and simultaneously discuss content with their friends&mdashthe percentage was even higher among respondents ages 18 to 34, 14% of whom said they “always/often” do so.

Despite the connection between social network users and video content, social video advertising is still nascent. According to “Demystified: Video Advertising on Social Networks,” an August 2013 study from Mixpo, 8.5% of agency executives said they were underperforming on social video advertising, and none of the respondents said they were experts in the medium, according to the report.

Advertisers’ admitted lack of sophistication doesn’t mean they aren’t testing and experimenting. According to the Mixpo report, nearly 70% of agency executives planned to advertise on YouTube in 2014, while nearly one-quarter expect to run video ads on Twitter and about one in seven on LinkedIn. Though video advertising as Mixpo defines it doesn’t yet exist on Facebook, Instagram or Vine, nearly half of respondents to the survey said they would work video ads into their Facebook marketing mix if given the opportunity.

For social network users, identifying paid advertising and owned content marketing is often a blurry line. Mixpo’s definition of video advertising excludes branded video posts on social sites, but it doesn’t denote whether it refers to sponsored video posts, which are likely to be the types of paid video ads that will first find their way into Facebook, Instagram and Vine, given the networks’ respective user interfaces (and opportunities in mobile). Notably, Unisphere Research found in an August 2013 survey that nearly 60% of marketers would like to increase their video content in social networks&mdashmore than any other content category.

Social network advertising is unique because it requires marketers to fit in context with content rather than standing out from what the user is viewing, as a television or digital video programming advertisement is designed to do. As a result, sponsored video content may in turn be the most suitable way for advertisers to integrate and ingratiate themselves within social network users’ information feeds.

Contact us if you are are looking for affordable pre-made adadgogo commerials or bespoke video production

 

Peek of the Week – Christmas edition [updated]

Yes its already that time again… here is our round up of the most viewed, talked about and expensive Christmas commercials starting with The Bear and the Hare, the £7 million John Lewis Christmas TV commercial;

Its arrival heralds the start of the festivities, according to economists, although the rival M&S campaign, unveiled this week, began the annual drive to make us stop budgeting and start indulging. M&S’s poster girl, Rosie Huntington-Whiteley, in lingerie naturally, will be vying against a cartoon bear, the star of the John Lewis campaign. It’s beauty versus the beast.

Taking a different approach is Tesco that goes down the nostalgic route;

Morrison is playing it safe with celebrity endorsement

ASDA doesn’t give up on the price war, even during Christmas;

A very cute and massive unwrap from Cadbury

One of my favourite LEGO;

But Sainsbury probably created the most buzz this year with Christmas in a day. Last year they asked people to send in their personal video and so Christmas in a Day features heart-warming home footage of celebrations. Directed by Oscar-winning Life In A Day director Kevin Macdonald, His award-winning 2011 Youtube film featured 80,000 crowd-sourced clips. The ’Christmas in a Day’ 50-minute film, which took 14 months to make, documents the different experiences of a range of UK families to capture the diversity of celebrations across the country.

33% of tablet owners watch 1 Hour Of Video Content Per Day

In just a few short years the tablet has become a hugely popular second screen of choice for 33% of American adults, and while it may not be an essential item, its affordability means that it is within reach of an increasing number of users. New research from YuMe shows how we use our tablets and it’s no surprise to see that a third of of us devote an hour a day to them, with the minimum of distraction. As for video consumption, 100% of those tablet users surveyed confirmed that they watch videos at home, 66% watch videos on holiday, 22% watch videos while commuting or at work and 13% will watch video content while out drinking or dining.

33% of tablet owning adults will watch video for up to 1 hour a day on weekdays while 24% will watch up to two hours of content on the weekends. 8% of adults will watch around 4 hours of video content at the weekends, presumably due to less distractions.

Tablet use also lead to better recall of video ads, according to the report, with 57% of those asked able to recall a video ad without prompting. That compares favourably against the smartphone (49%) and the TV (45%). Advertisers that created mobile specific ad content were also perceived as being ‘cooler’.

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Over the past four years, the percent of American adult internet users who upload or post videos online has doubled from 14% in 2009 to 31% today. That includes 18% of adult internet users who post videos they have created or recorded themselves—many of whom hope their creations go viral. The share of online adults who watch or download videos has also grown from 69% of internet users in 2009 to 78% today, and mobile phones have become a key part of the video viewing and creating experience.

The increasing popularity of social networking sites and the proliferation of cell phones have helped spur the growing online video culture
The growing popularity of posting and watching online videos is a natural byproduct of the increasing percent of adults who use social network sites such as Facebook, as well as the proliferation of cell phones which make it relatively easy to watch, record, and post videos online. Fully 72% of online adults now use social networking sites, which provide a venue for video sharing and watching. The current survey shows that:

  • 71% of adults who post videos online do so on social networking sites.
  • 58% of adults who watch online videos do so on social networking sites.

Similarly, as the percent of American adults who own a cell phone has reached 91%4 , it is not  uncommon for adults to use these devices to participate in the online video culture. Among adult cell phone owners:

  • 41% use their phones to watch video.
  •  40% use their phones to record video.
  • 20% use their phones to post videos online.

More recently, apps have emerged which bring the convenience of cell phones together with the
popularity of online video. In the current survey:

  • 23% of adults who post videos online do so using a mobile app such as Vine.
  • 17% of adults who watch videos online do so using a mobile app

Video Advertising Beyond the Top of the Funnel

Digital video ads can be for more than just awareness

When marketers determine their goals for digital video advertising, top-of-the-funnel awareness is almost always their main focus. In that sense, digital video differs little from TV advertising.

But what about mid- and bottom-funnel objectives, such as consideration, preference and the actual conversion? While it’s still early in the game, more and more brands are finding ways to use digital video to help achieve those goals. However, shifting focus down from awareness will not come easy. The use of digital video for awareness is near universal, cited by 94.6% of US media agencies as an objective for brand video efforts in a December 2012 study from Sharethrough. In contrast, far fewer respondents mentioned mid- and lower-funnel goals such as purchase intent, customer acquisition and customer loyalty.

“We have fallen into this trap of thinking that video is only for top-of-funnel activities,” said Mina Seetharaman, senior partner and executive director of content and advanced video practices at OgilvyOne. “But we have a lot of programs that prove otherwise.”

“This is all relatively new,” said Jonathan Lee, managing director of brand and marketing strategy at Huge, a digital agency. “We’re conditioned. We’re not rewarded for experimentation. We’re rewarded for conventional behavior. While boundaries are being pushed every day in this business, you’re always going to have the people who are not going to do it until it’s proven. … [But that’s] always a trepidation clients have.”

And attribution is hard. Measuring video’s effectiveness for goals beyond awareness, especially in cross-platform campaigns, can be even harder.

When marketers can figure out when and how video advertising has contributed to successful mid- and lower-funnel goals, their work can become more effective. According to 37.2% of US marketers and agencies surveyed by Netmining in April 2013, using attribution helped them minimize media spend waste.

Many marketers still focus on video as a driver of awareness at the top of the funnel, making it difficult to determine its contribution to mid- and lower-funnel results. For instance, when marketers use a same-session attribution model, they will rarely see high returns from video. To solve this and other sticking points, more marketers will need to budge from their comfort zones.

 

 

Peek of the Week – Top Ten Ads on YouTube for September 2013

#10 Old Spice | Snow Globe (803,488 Views)

#9 Colin Kaepernick vs. Russell Wilson: Eyebrow vs. Eyebrow (1,154,180 Views)

#8 Key & Peeles Is My S**T: Key & Peele (1,166,759 Views)

#7  GoDaddy Presents – The Baker featuring Jean-Claude Van Damme (1,971,748 Views)

#6 Opt Out – The Exam – Creepy Uncle Sam  (2,009,479 Views)

#5 FIFA 14 TV Commercial – We Are FIFA 14 (5,367,797 Views)

#4 The Scarecrow – Chipotle (6,757,284 Views)

#3 Girls Don’t Poop – PooPourri.com (11,195,440 Views)

#2 Ultra Reality: What would you do in this situation? – LG Meteor Prank (11,517,750 Views)

#1 Moto X “Lazy Phone” Ad — Touchless Control (15,115,902 Views)

The YouTube Ads Leaderboard for September 2013 is determined by organic views, paid views

7 Essential Video Settings to Check Before Shooting your video:

When every day shooting new content its important not to loose track on the important essentials things.
Thats’ why we create a list of things to check before you hit the record button on your camera.

1.) Resolution & Frame Rate: This is vitally important when shooting with multiple cameras each camera needs to have the exact same resolution and frame rate.  Making footage settings match each other will make it so much easier to edit.

2.) White Balance: Important to make sure color temperatures look natural.  This is crucial to remember when going inside then outside (or vice versa) because color temperature of light is different outdoors than indoors. Make the time to adjust your white balance properly with every set-up.

3.) Gain or ISO: Your Gain and ISO settings make sure your image is properly exposed. Higher ISO settings are for low light and lower ISO settings are for bright lights.  Higher ISO settings also equals more camera noise and lower ISO settings makes a cleaner image.

4.) Scene Profile (Picture Profile) Mode: The correct picture style can make or break your image.control over the image in post.  Looking for more control over the contrast and saturation to your image? Use a neutral setting. Looking to do less work in post? Try using a standard setting.

5.) Shutter Speed: A great rule of thumb is to double the frame rate you are shooting and that will be your shutter speed.  A good setting for 24p footage is 1/50th, a good setting for 60p footage is 125th, and so on.

6.) Aperture or F-Stop Settings: Knowing what F-Stop settings to go with really depends on the type of lens you are using. Knowing your lens’s maximum aperture will help you choose the best f-stop setting for the situation. A general rule of thumb is a lens will generate the sharpest image towards the middle of the glass..  So a setting like f5.6 may be good.  But to create moreshallow depth of field f2.8 or lower may be better

7.) Focus: Nothing is worse than having great exposure settings only to pull up your footage and find a crucial shot was out of focus so use the focus assist in your camera.

If you would like more FREE advise on shooting your next video get in touch !  Looking for content to use in your next video? Make sure you check ReeldealHD or Greenscreenfilms.com and choose from over 5000 HD premium RF stock footage clips perfect for your next project.