VidCon is an annual convention that brings the brightest minds of the online world together to share ideas, network and look into the future. This year’s event was held in Anaheim, California, and this four-day conference mixed internet personalities with fans as well as leading members of the industry.
Members of the TTI Success Insights creative department attended the convention this year and took away many useful insights into how to most effectively use technology to better market your company.
A success factor of 308
70% of millennials and generation X’ers are watching online content 30 minutes or more a day, four to six times per week. That is a tremendous opportunity to get your message out.
What is the best way to convey that message amidst all the non-stop clutter in our everyday lives? Experts at the conference indicated that a company will have 308 times more interaction using native ads compared with banner ads in online content. 308 times!
The biggest difference between native ads and banner ads is their lack of obtrusiveness. A native ad is an ad that blends well within other content and actually looks like content. This can take on a style appearing to be a personal post or it could be an advertorial-style post that looks more like editorial instead of advertising.
Conversely, a banner ad is clearly an ad, and is often viewed as a distraction or obstruction when trying to view online content. This is especially true when users are viewing online content on their phones. People tend to have a very personal connection to their phones; it’s an extension of themselves, and they don’t want to be bombarded with ads.
Not only will traditional banner ads return less on the investment, they may actually have a negative impact due to their intrusive nature when viewed on a person’s cell phone.
Applications for Facebook and YouTube
Facebook is a preeminent vehicle for viewing online content and native ads are a great idea when using Facebook to communicate your message. Interestingly, 40% of all videos viewed on Facebook come from shares. And of those videos, one in every five are live videos. This trend is growing rapidly in popularity so any marketing platform should strongly consider some version of live video content.
When creating videos, there a few extremely vital considerations to ensure online success.
- Spend more time on thumbnails and titles - These internet “billboards” showcase other videos with content similar to yours. A well designed thumbnail will grab a viewer’s attention and draw them to your page. It’s the equivalent of picking out the most colorful doughnut in a box of a dozen. Since you only get a split second to capture their attention, do whatever you can to make the most of your opportunity.
- Always use tags - Your keywords and meta-tags will determine whether you succeed or fail in the ever important game of search engine optimization (SEO). Make sure you have a minimum of 350-400 characters that will help draw your story to the top of the searches.
- Use cards - When on YouTube, if you find your audience is dropping off consistently at a certain part of your video, adding cards can help keep their attention and draw them to another one of your messages. If they are committed to moving away from your video anyway, you want to do what you can to keep them engaged, even if it’s by redirecting them to alternate messaging. No need to use cards in all videos, but it’s a great way to retain engagement if you see a consistent drop off of viewers before the conclusion of your video.
- Use live video - Using live video creates a personal feel with your audience and by creating that feel you have a much better chance of increasing a connection with your viewers, ultimately resulting in an increased return on investment.
Technology is changing by the second and arming yourself with the proper tools and techniques to succeed is paramount.
Now you know how.