Content May Be King, But Branded Video Content Rules Marketing Tactics
According to a study by Cisco:
- The number of mobile-connected devices exceeded the world’s population in 2014 and by 2019 there will be nearly 1.5 mobile devices per capita
- By 2019, more than half of all devices connected to the mobile network will be “smart” devices.
- Mobile video viewing was responsible for 55% of total mobile data traffic in 2014 and 72% of the world’s mobile data traffic will be video by 2019.
- Start with the audience. Figure out who you’re trying to reach with your content and then reverse engineer from there. For example, we like going after Apple because Apple fans are so insane about their products.
- Expect to roll out a lot of content consistently over time. It takes a while to build up an audience.
- Get an email list going–it’s still the best way to reach fans.
- Answer this question: “Why would people want to share this?” Because if people don’t share it organically, it probably won’t go far. For example, designers love sharing this CEO video with each other because they can all relate to the know-it-all CEO who thinks he/she knows best how to design a logo.
- The more heavy-handed you are with the sales pitch, the less likely people are to share it. Let the funny lead the way whenever possible.
- Don’t be so fearful to push people’s buttons. Have some edge. Make fun of people. HBO is great because there are no advertisers who say, “Don’t say that.”
- Find your intersection. What’s the thing that you can make that no one else can? That’s your island. For Vooza, it’s funny plus tech.
- Make it findable. Think about how people search for things online and get into that stream with the right headlines, keywords, etc.