The way things are going,
we’re in danger of completely saturating the digital world with video
Some 500 million hours of
video is watched on YouTube each week and – according to a recent report by Hootsuite
– more video content is uploaded online every 30 days than the major US TV
networks have created in the last 30 years.
With so much noise being
created – and so much time spent consuming thousands of hours of instantly
forgettable moving images – it is time to remind ourselves that we appear to
have forgotten the art of storytelling.
This is easily done when
we consider that even the worst of advertisements, if executed properly through
social media channels, can reach millions of customers around the globe.
Virtually anyone can make
a video and upload it, but we seem to have forgotten to ask ourselves the
basics: Does it convey a message? Does it have a purpose? And the number one
question … is it any good?
If you do get it right,
you’re in luck, as there are now more social media platforms than ever before –
from the 1 billion people who watch YouTube to the 165million active monthly
Facebook users based here in the MENA region. That’s a lot of people literally
waiting to be served decent content.
Video is definitely the
right way to target your audience as it has a 95 per cent retention rate. When
you compare this to the 21 per cent retention rate of print, it’s already
evident that video can guarantee more emotion, influence and action than any other
form of advertising media.
In this fast-paced world
where an entire conversations can be summarised into 145 character Tweets,
customers are becoming adverse to the verbose and wordy. They want their comms
to be attention grabbing and entertaining.
It has been proven that
customers are 27 per cent more likely to click on a video than a standard ad on
a web page. It is video that appeals to our senses and makes us curious to find
out more and once we do, we’re share 12 times more on social than text and
So, it’s been proven that
video is the most effective media, but the best tends to mean the most
expensive, right? Wrong. If targeted effectively, the cost per view can result
in being as low as AED 0.01 per view – and that’s views of exactly the sort of
person you want to see it.
The beauty of social
media is that there are demographic tools, so you can set the advertisements to
arrive straight on the screen of your dream customer. You can eliminate the
unsuitable age groups, gender and geographic region so you have the best chance
of reaching exactly who you want and need for your product. You can even target
people who are active fans of your competitors!
The initial creation of
video can also be tailored to your budget as well. Gone are the Mad Men-style
agencies filled with suits creating million-dollar blockbuster adverts. Now,
audiences want their advertising to be authentic and tell a story. Recently,
Seven Studios was hired to do a behind-the-scenes style video, in conjunction with
a big budget advertisement. The result? Our behind-the-scenes video received
higher engagement, because it was more relatable and interesting for the
In this region, there is
a place that consumes more videos daily than anywhere else around the entire
globe. The Kingdom of Saudi Arabia. 98 per cent of KSA can be reached through
video. Previously, this KSA audience seemed a distant dream to many brands,
especially those outside of the Middle East, but thanks to video, this
important market can now be fully engaged.
So before you decide to make a video for your brand, organisation or movement, it’s important to speak to a company that is able to understand your story and create something relevant and meaningful. They will be able to advise how and where to target the video, what social media channels are most relevant and the most effective way to boost through spend. As an award-winning social media agency in Dubai, we can help.
Until then, please, just
don’t create video for video’s sake.