Social Media Marketing Requires Involvement

We have done several blog posts about social media user involvement; an element that is very essential in new marketing and what the world of social media is all about. Social networks are not to be compared with traditional mass communication channels where one way messages are thrown in the customers’ faces. It’s even more than a two-way communication. It’s about value and reasons to engage. People will listen if you bring them value in any scenes. Give them a reason to engage.

A case
The ongoing Vancouver International Filmfestival is an interesting case, when it comes to involvement. For years, trailers have been created to bring attention to the festival. For this year’s promotion and to encourage festival attendees to keep coming back, they have focused on involvement. They have created a short film called The Warden divided into sixteen scenes – challenging the viewers to rearrange the parts in effort to piece the story together and uncover the complete chronicle. One scene is released each day of the festival on a micro site, and you can play them in any order you like. The purpose is to captivate and confuse the audience to get hold of people’s interest. You can interact with other viewers on where you think the story is going by using the comment field.

Results
The scenes are so far very thrilling in my opinion, and the site has definitely drawn my attention. They have created an eager inside of me to get all the scenes right away to figure out how the story unfolds – which keeps me visit the site each day. There are hidden secrets and turns. I want to figure out The Warden story right now! The power of involvement has affected me… The only thing I miss is a sharing function.

Finding the trigger that encourages people to engage brings curiosity and affinity into a brand. In this case, the Vancouver International Filmfestival.

Video is The New King of Content Marketing

PrintVideo content is taking over. New stats from Cisco have revealed that by 2017, video will account for 69% of all consumer internet traffic.

The path to video supremacy is well underway with Nielsen revealing that 64% of marketers expect video to be a key part of their content strategies. It’s not just the blue chips and consumer giants that need to get behind this trend; SMEs need to embrace the possi-bilities of video content marketing as well.

As with anything, if the majority of brands and your competitors are doing the same thing, then it becomes noticeable and potentially damaging to any businesses that don’t keep up. This is particularly true of social media content, which has become the latest and most brutal marketing battleground. Get something right and your fans will love you. Get it wrong and you’ll either fade away or become a viral sensation – for all the wrong reasons.

Your timeline is there to be noticed and video content could be just what you need to elevate your brand and engage your customers and fans.

If you’re unsure about introducing video and other types of motion content into your marketing mix then a quick scan through Twitter, Facebook, YouTube or Instagram will quickly show you how widespread video content marketing has become.

 

It’s a proven medium that is only going to increase in popularity as consumer technology continues to improve. Superfast fibre broadband at home and 4G on the go means loading video is no longer a buffering nightmare. With HD screens on the latest smartphones and tablets, there’s never been a better time to access and watch videos.

Because of these improvements in how your customers access the internet, over a tenth of all videos are played on mobile phones and tablets – and this percentage is set to continue rising sharply.

YouTube racks up over one billion unique visitors a month. No other channel can match this except for the ubiquitous Facebook. Understanding that your audience wants content that speaks to them is the key to achieving viewing figures.

You want your content to be:

  • Watchable
  • Commentable
  • Shareable

All content has to resonate with its intended audience. Whether you want to go emotional, funny or practical, it needs to capture interest to stimulate engagement.

 

This doesn’t just happen randomly! It’s essential to have the following to make it work:

  • Clear campaign goal
  • Content strategy
  • Creative content

If you put time and effort into planning and producing videos then visitors will stay longer on your site and be more inclined to evangelise your brand. 7/10 people view brands more positively after watching engaging video content from them.

Finally, remember this fact: recent research has revealed that one-minute of video is worth 1.8 million words. Don’t think this makes it easier though!

 

At Mindjumpers we’ve got a dedicated video production team, ready and waiting to help kick-start your video production and content marketing output. Get in touch with us today to find out more about how we can help you.