The #1 web activity that search engines and customers love More popular than Facebook or online banking, according to the
Universal McCann’s Wave 5 Report, video is now the most popular form of communication online.
Television was always a powerful medium to build brands and sell products. Now studies are highlighting the increasing popularity of online video. People spend more time watching videos than updating their social media profiles, blogging or anything else for that matter.
By 2013, 90% of all Internet traffic will be video traffic.
Like email in the past, video is predicted to be the key format of the digital economy. Entrepreneurs hear a lot about social media but are they prepared for the ‘TV Internet’?
Did you know? YouTube is now the #2 search engine (not Yahoo or Bing).
An early pioneer in the use of video for serious business is Tim Washer, a Senior Marketing Manager at Cisco Systems. The Comedy Central comic and champion of humour in corporate communications became famous for ‘The Art of the Sale’ video series for IBM.
The niche virals aimed at corporate IT geeks achieved over 500,000 views to raise the profile of IBM’s multi million dollar mainframes. Produced in-house, the YouTube videos outperformed IBM’s agency by miles. Though the videos
used Tim’s trademark nonsense style of humour, this was not the secret sauce.
“Story trumps messaging every time.” says Washer. “Some marketing people have spent their entire career, rightfully so, getting their message out, worrying about getting the messaging perfectly right, getting the right number of buzz words in the messaging... that doesn’t fit in a video”
Celebrity marketing doyen Don Peppers of Peppers & Rogers agrees. “I think video has a strong role to play in engagement. The numbers are staggering about the use of YouTube... video is inherently engaging to people because it’s much more like real life than a still photo or a disembodied voice on a podcast.
I think also video has taught marketers that it’s not so much the production value that is engaging. Consumers know it’s coming down a pipe... what they’re interested in is the story, and I think video allows companies and brands to tell more interesting stories.”
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