Are Micro Moments Part Of Your Video Strategy Yet?

Micro Moments and Video Strategy

If you haven’t yet, they you must and should! This will help you capture your customers attention when they are stepping out of their personal zones to explore new boundaries via their mobile device.

Let’s take a look at a few insights that Meltwater has on this particular aspect of video marketing.

According to Google, video micro moments fall into four categories:

“I-want-to-watch-what-I’m-into” moments
These are the moments when a person looks for a video because the topic aligns with their passions or interests. According to The Consumer Barometer Survey, “53% of online video viewers watch online video to be inspired and entertained.”
“I-want-to-know” moments
These are the moments when a person looks for a video to learn, explore, or research something new. According to a Google Consumer Survey, nearly 70% of millennials agree that YouTube has become a place that they can learn anything.
“I-want-to-do” moments
These are the moments when a person looks for a video in order to get instructions to perform a task. According to Google Data, “how-to” searches are up 70% on Youtube since the past years.
“I-want-to-buy” moments
These are the moments when a person looks for a video to decide what or how to buy a product. According to Google Consumer Survey, 18 to 34 year olds use YouTube as the #1 place to learn about a product or service.

What to Put in Your Micro Moment Video Strategy
According to ThinkwithGoogle, the first step that brands can do to adapt their videos to these micro moments is to understand their consumer’s intent when watching videos, specifically on YouTube.

1. Find what your consumer wants.
After you identify who your target consumers are, you must identify what kind of content that they want. For example if your priority consumers are African-American males between the ages of 18 and 25, you need to expand their profile to what content or topic that they would want to watch. Through audience insights you might create videos about urban fashion and the hip hop music genre.

2. Identify your consumer’s micro moments and goals. Then put it in your videos.
You need to figure out your consumer’s needs and when they look for them in the consumer micro moment map.

Example: Sephora noticed that beauty “how-to” videos on YouTube has gained a lot of popularity in the last year.


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Revolutionise Your Social Media Marketing With Live Streams

Social Media and Live Stream

All those who agree with the fact that social media used to be a cake walk for almost anyone, raise your hands. Those were the days when you just had to upload one engaging post and your job would be done. well ‘those days’ were just a couple of years ago. That just shows how fast things are advancing in the world or marketing not to mention social media marketing.

Rich media seems to be the in thing but there is a player in town who is even better and promises to change your social media marketing strategies and take them to a whole new level. Let’s take a look at what Meltwater, has to say about this.

Social Media Live Streaming Explained

Live streaming video, of course, has been around for years now. But until this year, services like UStream and Justin.TV fell short in that they did not offer any type of social media integration. You should stream your events live on the internet, but all you could offer your followers was a lifeless link in their news feeds.

Of course, much of that changed in 2015. In February, the iPhone app Meerkat launched at SXSW, promising to deliver live video feeds to your Twitter Followers. Following immense immediate success, Twitter realised the untapped potential of social media live streams, andreleased its own alternative – Periscope in late March.

Meanwhile, the world’s largest social media network finally got in on the action whenFacebook released its own live streaming functionality this August. Unfortunately, that feature came with a caveat: while Meerkat and Periscope are both available to the general public, only celebrities can stream their videos live on Facebook.

The Success of Social Media Live Streams

2015 was the first year in which social media live streams became a thing, so it’s still early in evaluating early returns from brands integrating the feature into their social media marketing strategy. But these early returns are incredibly promising:

In other words, live streams are carving out a niche even early in their adoption process, suggesting the promise of this new technology as it moves more into the realm of general, “every day” users.

Integrating Live Streams into Your Social Media Marketing

If you’ve read our posts before, you know that we’re big fans of jumping onto a new, promising feature or technology while the market is not yet saturated. Doing so allows you to become known as forward-thinking by your audience, while also operating in a realm that is not yet drowning in noise from your competitors.

And especially with a new technology that is as promising and has as much potential to change the way we view social media marketing as live streaming, why not jump in and utilise it to advance your brand? Social Media Examiner recently posted 6 ways to use live streaming video on social media to benefit your business:

  1. Share Live Events. This is perhaps the most obvious use of social media live streaming: allow members of your audience who can’t join you in person to still take part of an important company event. Whether you hold an awards banquet or moderate a panel at a popular conference within your industry, live streaming the event can increase the impact of your efforts beyond your physical attendees.
  2. Host Interviews. Interviews are a great way for your audience to get to know members of your company, and even other customers – but too often, the recorded versions seem stilted and over produced. Instead, live stream spontaneous interviews, which will make your brand seem more relatable and personable.
  3. Showcase Products. Whether you produce products or provide services, why not show your audience exactly what it is that your products/services do?


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5 Tips to Develop a Video Series for Your Brand


Periscope, Vine, and Instagram videos are all the rage right now – and with good reason. People love visual media and videos are a great way to amp up the power of your visual content. The ubiquity of video cameras on tablets and smartphones, along with easy-to-use tools included on most popular social media platforms makes developing video content for your brand dead simple.

One of the smartest ways to create a following is to give viewers a reason to keep coming back. Developing and broadcasting a video series is a terrific way to engage your audience and create shareable content all in one fell swoop.

Let’s take a look at some things to keep in mind when creating a video series for your brand:


The average person spends 16 minutes and 49 seconds every month watching video content online, so you need to capture their attention immediately. You don’t have to record your content in front of the Seven Wonders of the World, but do make sure every element of your surroundings are compelling and visually appealing. Pay special attention to details that may distract your viewers. You don’t want anyone focusing on dirty coffee cups or oddly colored outfits instead of your message.

It’s not always possible or even necessary to have the same people on camera each time as long as your visual messaging is consistent. Now is a great time to break out the company-branded shirts or add your logo watermark on screen. Consider filming with the same one or two backgrounds each time so your videos have a consistent feel from episode to episode.

The key to keep viewers coming back for more is to build suspense. You can do this in several ways, from subtle to overt. A simple description of upcoming episodes can be enough to keep you on people’s radars. However you can take it a step further by mentioning surprise guests or the chance for a sneak peek at an upcoming announcement. Be careful not to use too many cliffhangers or create too much suspense, though. You don’t want to set expectations so high that it’s difficult to deliver them.


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The State Of Video Marketing in 2014

Video marketing has continued to go from strength to strength in 2014. In a recent study 95% of B2B businesses stated that video marketing was both valuable and important. The consumption of video is also on the rise. By 2018 it is predicted that 79% of all internet traffic will be video. A significant portion of that growth is coming from mobile. In fact, mobile now makes up nearly 40% of mobile watch time on YouTube and 65% on Facebook!

The State Of Video Marketing in 2014

Another interesting development this year has been the rise of Facebook as a serious competitor to YouTube. Facebook recently stated that the site receives 1 billion views a day of their video content.

Take a closer look at these statistics, and others, in more detail to help to paint a picture of the video marketing industry in 2014.

81 % of companies are producing video content for their website

Video is no longer a niche form of marketing. Online video is now well established as a central part of most businesses marketing strategy. This is being driven by the shift in content consumption patterns by consumers towards video. Technological advancements have also made it easier to both produce and deliver video content.

(2014 Online Video Production Survey and Industry Trends Report)

More than a third of marketers (35%) are planning on using short form video as part of their marketing

Short form video, such as vine, is a relatively new addition to marketers toolbox. Despite its novelty it has quickly become a favorite with many brands.

(2014 Social Media Marketing Industry Report)

73% marketers plan to increase their use of original videos

Use of video for content marketing has increased significantly, but this trend is in no danger of plateauing. We can expect to see more spending on video marketing in 2015.

(2014 Social Media Marketing Industry Report)

Globally, IP video traffic will be 79 percent of all consumer Internet traffic in 2018, up from 66 percent in 2013

Video is becoming an increasingly popular way to consume content on the internet. Cheaper, faster and more accessible internet connections are making it ever more viable for consumers to watch video. This trend is only going to continue in the future. Thanks to the ease and lowered cost of producing video, the volume which is being produced is massive.

It is predicted it will take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2018

The popularity of online video as a marketing strategy creates both opportunities and challenges. Increased competition means that video marketers are going to need to raise their game if they are going to stand out. Consumers are simply going to ignore content which fails to grab attention and provide value.

(Cisco Visual Networking Index: Forecast and Methodology, 2013–2018)

65% of video views on Facebook are from mobile devices

One of the most important considerations for marketers using video is the move towards using mobile devices to consume video. On Facebook the majority of users are already watching video on mobile devices. For YouTube the figure is just under half but this number is growing.

(Facebook Newsroom)

48% of B2B buyers use their smartphone to watch video

And it is not just for social video which is performing well on mobile. Branded video content is also becoming much more important for B2B marketers as well. Thinking about how prospective customers will consume the content on the smaller screen should be something that all B2B video marketers consider.

(Internet Retailer)

68% of respondents say their online video budgets will increase in 2014

Perhaps one of the best indicators that video marketing is proving real ROI is that businesses are voting with their wallets. Businesses are choosing to spend more money on video as part of their marketing budgets.

(B2C Content Marketing 2014)

72% of respondents use YouTube for their marketing

Video watching on Facebook may be on the rise, but YouTube is still proving to be a firm favorite with marketers for video marketing. With more than one billion unique visitors to YouTube a month, that is perhaps no surprise.

(2014 State Of Marketing)

91.975% of most frequent video rich snippet domains is YouTube

Perhaps not surprisingly Google has helped boost YouTube when it made changes to the way it displayed rich snippets this year. Research appears to show Google overwhelmingly favors YouTube results for the rich snippets that it shows.

(Wistia: Where did my snippets go?)

Over 70% of respondents claim that video performs better than other content for producing conversions

Most importantly video marketing is delivering results for business where it counts: sales and leads. More than two thirds of B2B businesses surveyed say that video is outperforming other forms of content. Another great reason why all businesses, whether they are B2C or B2B, should be investing in video marketing.

(B2B Video Marketing Benchmark Report)


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Making Social Video Work for Your Brand

Video is captivating and easily consumed; it can be more informative than even the most well-informed blog post. Its sharability and potential viral nature draws marketers in from every vertical imginable.

“There has never been a better time for a brand to invest in creating and distributing content that causes people to laugh out loud, tingle with anticipation or feel the hairs on the back of their neck stand on end.” – Olly Smith, Commercial Director for EMEA, Unruly Media

As both consumers and producers in the digital space, we see videos as a great catylyst for engagement. The ability to drag a brand up from nothing, or even to revitalise a stagnant entity, makes the alluring draw of social video ever more prominent. Our infographic explores the Whys and Wherefores of when to think about using social video, and how to get the best out of it as a brand. Our four pointers take you from ideas to measurement. Enjoy!

Digital Marketing | Social Video infographicSource:

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