WHY SHORT-FORM VIDEO IS THE FUTURE OF MARKETING
Kerrin Sheldon
If you have used the Internet in the past three years, chances are you have watched an online video. Video is everywhere. Our friends post funny cat videos on our timeline. Our coworkers pass along inspirational messages about success. Our favorite brands showcase their products in inventive ways. Nearly every site you visit has a video displayed in some form. As a result, video has rocketed in viewership--and theres no sign of it slowing down.
Here are 5 reasons why online video will soon dominate your time spent on the web, and why if youre a marketer, you can use video to propel your business forward.
1. More and more users are consuming their video entertainment online
Study after study after study shows that more people are using the internet to consume video. In April 2012, ComScore reported that the average viewer watched nearly 22 hours of video in a single month. Most likely, those 22 hours were broken into many short-form videos, each being watched for just a few minutes at a time. The market is moving more toward catering to the Facebook generations attention span--quick videos that are aimed to inspire, provoke, or excite. Likewise, the viewing experience on tablets devices such as the iPad make short-form content even more enjoyable. Apps, especially in the travel realm, are using HD video to engage audiences. Desktop and laptop viewers and tablet audiences continue to consume more and more short-form video--and marketers are seeing a big opportunity arise.
2. Marketers are using video to engage social media audiences
If you truly want to measure a trends staying power and rising popularity, theres one metric that almost never fails. Can you make money from it? If the answer is yes, and there is a lot of opportunity to do so, then you can bet that it will stick around for some time. With online video that is definitely the case. Brand marketers have found great ways to engage audiences and create brand loyalists through online video, especially through their Facebook brand pages. Look no further than a brand like Red Bull to see how this can be done perfectly. With more than 27 million Facebook fans, Red Bull, an energy drink company with an extreme sports edge, must be doing something more than just updating their status about their newest flavor. Like so many others, I subscribe to Red Bulls updates because it often features some of the worlds best athletes doing unthinkable things. I dont even drink Red Bull, but you can bet I share their videos every time I see someone in a wingsuit flying through Yellow Mountain in China. Thats just awesome.
I predict the next 5-10 years will be huge for video marketing online. Brands are moving further away from direct advertising, whose metrics that are hard to calculate, and into original video content--content that is created not to sell but to engage. They tell a story and they create brand loyalty. The days of direct consumer advertising is dwindling, and the advent of marketing through storytelling has arrived. This will propel online video even more into the world of serious profits.
3. Barriers to entry are low
With the barriers to entry continually being broken down with advances in technology, filmmakers now have the ability to create content--all in beautiful HD--for a much lower price tag than ever before. DSLRs, with the Canon 5D, 7D, and 60D leading the charge, have evolved into amazing filmmaking machines. Videographers now have the ability to create amazing looking shots for a fraction of the cost of even half a decade ago. Throw in a nice mic, a high-quality sound recorder, a tripod, and a bit of editing pizzaz and you can make some very compelling videos. While shooting and editing a professional-grade video still takes a good amount of skill and experience, and perhaps this alone will help keep the market from being too saturated, it is now easier than ever to teach yourself to create the next viral hit.
With that being said, there are still a few more barriers to entry. To create truly high-quality content, you must be a storyteller. You must be able to pull together a large selection of shots and content and pare it down into a manageable short-form video that will engage an audience. Again, these techniques can be learned and taught--so save a few thousand dollars, snag some equipment, watch and learn, and make the next awesome video.
4. Quality is expanding quickly
To expand on the previous point, the advent of high-quality equipment at a reasonable price means that more potential storytellers are getting their shot at creating videos. Before, the sheer price and other barriers to entry meant that there was a very small portion of the population who could even be in the field. Now, with it being much easier to afford to even make videos, there is more opportunity for younger talent to enter the market. As a result, quality is expanding quickly. While we still have a host of poorly shot cat and travel videos on YouTube, communities like Vimeo pump out amazing amounts of beautiful content every day. A quick look at the Vimeo homepage will allow you to view some of the most compelling and original video work online.
Vimeo and Youtube are also amazing teaching grounds, with tons of professional how-to and DIY videos. Likewise, sites like No Film School are giving independent filmmakers access to some of the best tips and tricks on the web, making at-home learning easier than ever. The result is a huge influx of high-quality video, which can only mean more viewers, more shares, and more enjoyment for all.
5. There are plenty of avenues for dissemination
Everyone knows YouTube and it continues to dominate the market. But unless youre a professional musician or are looking to score the new huge viral video showcasing your friends firi
剩余内容已隐藏，支付完成后下载完整资料
为什么短视频是市场营销人员的未来
Kerrin Sheldo
如果你在过去三年中使用过互联网，那么你很有可能看过在线视频。视频无处不在。我们的朋友在我们的时间轴上发布有趣的猫咪视频。我们的同事传递关于成功人士的鼓舞人心的信息。我们最喜欢的品牌以创新的方式展示他们的产品。几乎每个你访问的网站都有以某种形式展示的视频。结果，视频的收视率直线上升——而且没有任何下降的迹象。
这有5个原因为什么在线视频将很快占据你上网的时间，为什么如果你是一个营销人员，你可以用视频来推动你的业务前进。
1. 越来越多的用户在网上消费他们的视频娱乐
一项又一项研究表明，越来越多的人使用互联网来消费视频。2012年4月，ComScore报告称，平均每个观众在一个月里看了将近22个小时的视频。最有可能的是，这22个小时被分成许多短视频，每次只看几分钟。市场正在朝着迎合Facebook一代的注意力跨度的方向发展——即那些旨在激发、激起或刺激的快速视频。同样，在iPad等平板设备上的观看体验也让简短的内容变得更加有趣。应用程序，尤其是在旅游领域，正在使用高清视频吸引观众。台式电脑和笔记本电脑的观众以及平板电脑的观众继续消费越来越多的短格式视频，营销人员看到了一个巨大的机会。
2. 营销人员正在利用视频吸引社交媒体受众
如果你真的想衡量一种趋势的持久力和不断上升的受欢迎程度，有一标准几乎从来不会失败。你能从中赚钱吗?如果答案是肯定的，而且有很多这样做的机会，那么你可以打赌，它将持续一段时间。对于在线视频来说，情况确实如此。品牌营销者通过在线视频找到了吸引观众和建立品牌忠诚度的好方法，尤其是通过他们的Facebook品牌页面。只要看看像红牛这样的品牌，你就会明白这是如何做到完美的。拥有2700多万Facebook粉丝的红牛(Red Bull)是一家拥有极限运动优势的能量饮料公司，它必须做点什么，而不仅仅是更新自己最新口味的状态。和其他许多人一样，我订阅了红牛的更新，因为它经常有一些世界上最好的运动员在做不可思议的事情。我甚至不喝红牛，但你可以打赌，每次我看到有人穿着翼装飞过中国的黄山时，我都会分享他们的视频。这简直太棒了。我预测未来5-10年网络视频营销将是巨大的。各大品牌正在进一步远离直接广告(其衡量标准难以计算)，而转向原创视频内容——这些内容不是为了销售而是为了吸引用户。他们讲故事，创造品牌忠诚度。直接消费者广告的日子正在缩短，通过讲故事进行营销的时代已经到来。这将推动在线视频更多地进入利润丰厚的世界。
3. 进入的门槛很低
随着技术的进步，进入门槛不断被打破，电影制作人现在有能力以比以往更低的价格创造内容——所有内容都是高清的。在佳能5D、7D和60D的引领下，单反已经发展成为令人惊叹的电影制作机器。如今，摄像师们有能力以比5年前更低的成本拍摄出令人惊叹的照片。再加上一个漂亮的麦克风，一个高质量的录音机，一个三脚架，和一点编辑pizzaz，你可以做一些非常引人注目的视频。虽然拍摄和编辑一个专业级别的视频仍然需要大量的技巧和经验，也许这将有助于防止市场过于饱和，但现在比以往任何时候都更容易教自己创造下一个病毒式的热门。话虽如此，还有更多的进入壁垒。要创建真正高质量的内容，你必须是一个讲故事的人。你必须能够把大量的镜头和内容收集在一起，并把它们精简成一个易于管理的短片，吸引观众。再说一次，这些技巧是可以学习和传授的——所以省下几千美元，买一些设备，观看和学习，制作下一个很棒的视频。
4. 质量正在迅速提高
在前一点的基础上，高质量的设备以合理的价格出现，这意味着更多潜在的故事讲述者将获得创作视频的机会。在此之前，高昂的价格和其他的进入壁垒意味着只有一小部分人可以进入这个领域。现在，随着制作视频的成本越来越低，年轻的人才有更多的机会进入这个市场。因此，质量正在迅速提高。虽然我们在YouTube上仍有大量拍摄糟糕的cat和旅游视频，但像Vimeo这样的社区每天都能提供数量惊人的美丽内容。快速浏览一下Vimeo的主页，你就可以看到一些最吸引人的原创视频作品。Vimeo和Youtube也是很棒的教学场所，有大量的专业操作和DIY视频。同样地，像No Film School这样的网站也让独立电影制作人在网上获得了一些最好的技巧和窍门，使得在家学习比以往任何时候都更容易。其结果是大量高质量视频的涌入，这只能意味着更多的观众，更多的分享，更多的享受。
5. 传播的途径有很多
每个人都知道YouTube，它继续统治着这个市场。但是，除非你是一名专业的音乐家，或者想要为一段展示你的朋友们用自制的大炮发射瓶子火箭的新视频配乐，否则还有很多地方可以展示你的视频。如上所述，Vimeo是网络上最优秀的艺术视频制作者。Vimeo的主页和搜索结果不需要从表面上删除低质量的内容，就能轻松找到令人满意的内容，并避免经常困扰YouTube体验的无穷无尽的无用垃圾。与此同时，Pinterest的新视频功能也为策展人提供了将视频钉在展板上的绝佳机会。甚至比Facebook和Twitter更重要的是，Pinterest创造了一种如此简单而有效的分享体验，它甚至提高了分享的潜力和生命力。几乎每一个你能想到的主题都出现了小众市场，所以不管你的在线视频是关于拿着光剑的猫(我会看)还是跑珠穆朗玛峰马拉松，都有可能有博客和网站想要分享它。只需要一点研究和拓展。
科林是新旅游纪录片网站Humanity.TV的联合创始人。他是一个自学成才的电影制作人和摄影师，对冒险充满激情。在推特上关注他，喜欢在Facebook上看Humanity.TV，来激发旅行视频和照片的灵感。
剩余内容已隐藏，支付完成后下载完整资料
资料编号：[235889]，资料为PDF文档或Word文档，PDF文档可免费转换为Word
以上是毕业论文外文翻译，课题毕业论文、任务书、文献综述、开题报告、程序设计、图纸设计等资料可联系客服协助查找。
