Video should form the core of any content marketing strategy, but high data costs in South Africa means marketers are not getting the return that they should. ERNST WITTMANN of Alcatel SA, believes this will however begin to change.
If you want someone to remember your message, show them a picture. If you want them to act on your message and convert them to customers, show them a video.
Research has found that 65% of business decision makers visit a marketer’s website after viewing a branded video, and 64% of customers are more likely to buy a product after watching a video about it.
We’re addicted to videos. They transmit messages faster, they’re engaging and we’re more likely to retain information that’s presented to us visually. It’s no wonder that video has become a huge focus for social media channels, with 300 hours’ worth of video being uploaded to YouTube every minute, and Snapchat and Facebook, respectively, streaming two billion and four billion live videos every day.
Video should form the core of any content marketing strategy but high data costs in South Africa means marketers are not getting the return from video that they should be. Consumers are frugal with their data and video is the hungriest of them all. With options to turn off automatic video playback on social media in order to save data, it’s not likely that you’re getting the reach with your video marketing efforts that you could be.
But that could change soon.
The Independent Communications Authority of SA (ICASA) is conducting an inquiry into high data costs amid a growing demand by civil society that.
A drop in data charges will be a boon for marketers, especially with the continued roll-out of high-speed fibre across the country.
When consumers are not hamstrung by high data costs and low Internet speeds, video consumption will skyrocket and marketers can fully execute – and reward from – their video marketing strategies. In some instances, it may very well be groundbreaking.
Here are a few good reasons why every business should consider video content marketing:
· It boosts your search engine optimisation (SEO). Content is 50x more likely to make it to the first page of Google results if it includes video.
· It increases engagement. Social videos generate 1200% more shares than text and image combined.
· It supports revenue growth. Marketers who use video grew revenue 49% faster than those who didn’t use video in their campaigns.
If you don’t yet have a video marketing plan in place, here are a few things to keep in mind:
· Keep videos in line with your brand. Logos, fonts and colours should remain consistent.
· Include a video on your landing page. Ideas include product demos, a different take on the ‘about us’ section, testimonials, how-tos and explainers. This could increase your conversion rates by an astonishing 80%.
· Incorporate video into your email marketing for a chance to boost clickthrough rates by 200-300%.
· Keep videos under five minutes. Videos up to two minutes long get the most engagement.
· Tailor your content to the channel. Social videos have more engagement than any other content format but each platform uses video differently, e.g. Snapchat creates a sense of urgency and YouTube supports longevity. Understand these nuances to ensure you have maximum impact.
· Optimise for mobile. Keep videos short and use compression technologies so that they load quickly and aren’t data hungry.
· Include subtitles. Some 85% of Facebook users watch videos without sound. Including subtitles ensures that your message still comes across.
· Tell a story. People relate and engage with stories more than brand or product messaging. Stories are also more shareable.
With an increasing number of high-quality, free video editing tools available today, getting started with your video marketing strategy has never been easier or more cost-effective. Start playing around today and experimenting with lighting, styles and content so that you can hit the ground running once those data costs drop.
- Ernst Wittmann, Global Account Director MEA & Country Manager – Southern Africa at Alcatel
Welcome to world of 2099
The world of 2099 will be unrecognisable from the world of today, but it can be predicted, says one visionary. ARTHUR GOLDSTUCK met him in Singapore.
Futuristic structures tower over the landscape. Giant, alien-looking trees light up with dazzling colours amid the hundreds of plant species that grow up their trunks. Cosmetic stores sell their wares via public touch-screens, with products delivered instantly in drawers below the screens.
This is not a vision of the future. It is a sample of Singapore today. But it is also an inkling of the world we may all experience in the future.
Singapore was the venue, last week, of the World Cities Summit, where engineers, politicians, investors and visionaries rubbed shoulders as they talked about the strategies and policies that would enhance urban living in the future.
As part of the Summit, global payment technologies leader Mastercard hosted a small media briefing by one of Singapore’s leading thinkers about the future, Dr Damian Tan, managing director of Vickers Venture Partners. The company’s slogan “We invest in the extraordinary,” offers a small clue to Tan’s perspective.
“We look as far forward as 2099 because, as a venture capital firm, we invest in the long term,” he tells a group of journalists from Africa and the Middle East. “Companies explode in growth because there is value in the future. If there is no growth, they won’t explode.”
The big question that the Smart Cities Summit and Mastercard are trying to help answer is, what will cities look like in the year 2099? Tan can’t give an exact answer, but he offers a framework that helps one approach the question.
“If you want to look at 81 years into the future, and understand the change that will come, you need to double that amount and look into the past. That takes us to 1856. The difference between then and now is the difference you can expect between now and 2099.”
Click here or on the page link below to read on: Page 2: Soldiers and Health in 2099.
- Arthur Goldstuck is founder of World Wide Worx and editor-in-chief of Gadget.co.za. Follow him on Twitter on @art2gee and on YouTube
Street art goes electric
Kaspersky Lab and British street artist D*Face have unveiled the first-ever “art helmet” design at the Formula E finale for electric cars in New York.
The ‘Save The World’ helmets will be raced by DS Virgin Racing’s drivers, Sam Bird and Alex Lynn, as they traverse the New York street circuit during the final races of the Formula E season.
The announcement signals the first art helmet by a Formula E team, continuing the heritage of art in motorsport and the cybersecurity brand’s commitment to contemporary art, creativity and innovation. D*Face took inspiration from Kaspersky Lab’s tagline, “A Company To Save The World”, and hopes that his colourful work will inspire people to take positive action.
D*Face will announce his first-ever art car design with a custom-made livery for the DS Virgin Racing Team. Its design will be released at the “Art Goes Green” event after Saturday’s race. The helmets and art car are the latest installations in the “Save the World” collection, following a major permanent public mural that was installed in Brooklyn, New York, in May.
D*Face, whose real name is Dean Stockton, said: “It is exciting to work with Kaspersky Lab on this project and create art with a real message of hope for a better future. After all, this is our world and we need to look after it. It will take every one of us to make a real lasting, impactful change. I love the mentality of the DS Virgin Racing Team and that of Formula E by showcasing sport in a way that doesn’t harm the environment, but is still just as exhilarating and fun.
“It is time for us all to stand together and make a change… be that stopping data steals, climate change, plastic waste or using damaging fuels. I want everyone to make a pledge to do one thing that will help make a change.”
As a sponsor of DS Virgin Racing Team, Kaspersky Lab is responsible for protecting the team’s devices against cyber threats. The company sees the technical environment in the global sport of Formula E as the next frontier in furthering its research and development of new technologies to keep vehicles secure in the digital world.
Sylvain Filippi, Managing Director at DS Virgin Racing, said: “The whole team fully supports this great initiative and our thanks got to Kaspersky and D*Face for their collaboration. It’s an honour to have such an innovative artist bring his talents to bear in our team ahead of the season-finale; the car, drivers’ crash helmets and mural all look amazing.”
Aldo Fucelli Pessot del Bo, Head of Global Partnerships and Sponsorships at Kaspersky Lab added: “There is a need for innovation on a global scale, both in contemporary art and in the fast-growing sport of Formula E. Now, for the first time ever, Kaspersky Lab is proudly bringing together the two sectors in an effort to Save the World and unleash creativity, encourage freedom of expression and further innovation.”