Video First Conference 2018 was one for the books! On November 22nd, we welcomed attendees from over seven countries and video-passionate professionals from all industries! It was a full day of fascinating video insights for the future as well as an interesting scope on the power of video today! Our experts took the stage(s) with their passion for video, their energy and expertise. You can find all their presentations right here. Here are the main takeaways from #VFC18!
1. Video consumption is through the roof
Anthony Belpaire from Google had surprising video stats for the Belgian VFC attendees. It turns out we consume more video than the Dutch or French. On a global level, the number of YouTube users has increased from 200 million in 2007 to 1.9 users billion in 2018, with teenager's turning to YouTube more than any other age group. YouTube is the original video ad king. Today people are:
- 2x more likely to pay attention to ads on YouTube than on social media
- 3x more likely to pay attention to online video ads vs. TV.
- 95% of YouTube ads are viewable and 95% are watched with sound on
Anthony talked all about stats and figures in video advertising, but he was quick to emphasize that creative still matters. 50-70% of campaign ROI is due to creative!
2. Brain science can teach us a lot about video engagement
Everyone in the audience was captivated by Dr. Roeland Dietvorst's talk about the brain and video engagement. His mission is to study people's brain activity as they watch video. His company uses AI to discover the natural patterns of video engagement through eye tracking, and companies are starting to use this data to make content decisions about placing logos, text and other visuals for maximum video engagement!
The most revealing fact of video engagement science? Gamma waves are important because when gamma is high, so is engagement. It reflects engagement and processes that integrate multi-sensory information.
💡Gamma waves between 8-90 Hz are associated with engagement, meaning that processes kick into action that integrate multi-sensory information.
3. Why you should change your advertising immediately
Guido Derkx, Managing Director at Storyteq spoke about interactive video and its rising relevance in today's advertising landscape. These days the average consumer seeks 1,000 ads per day but remembers only 1% the following day. Brands have been underestimating their audience's willingness to put up with irrelevant content. 60% of consumers will switch brands if they don't get relevant ads.
So how can companies use all this data to consumer's advantage? According to Guido:
- The way we buy media across channels: from pre-planned to performance based.
- The way we use and create video: from 1 for many to unique videos for everyone.
- The way we optimize our media: from little impact to way better results.
- The way we use targeting data: from excluding to including people.
4. Main and micro video campaigns are the next thing in video
Our very own Video Strategist Jordan Hagan took the stage to talk about what she knows best: increasing brand awareness, and generating more traffic and sales with video! She led us through great examples of consumers purchasing and engaging more when marketers personalize the digital experience. The wealth of data companies is making it easier to create a more tailored experience for your audience and these days consumers expect nothing less. Jordan stressed the importance of personalizing and layering ads for more relevance. When it comes to adapting your campaigns, she recommends building main and micro content: a smart story and then extracting different content, keeping different platforms in mind.
5. Treat your hiring, recruitment, and onboarding video like all other video!
No company gets HR video like Wistia! Alex Schofield had an inspiring talk on HR video. Wistia's HR video philosophy is that your organization should be seen just as any other product or service, showing off its valuable assets. For recruiting, video is starting to become the minimum!
- On average, employers receive a 34% greater candidate application rate when they add video to their job postings.
- Alex shared that another benefit on adding video to your careers page is that Google gives 50x preference to landing pages with video.
- Wistia looked at 95,000 websites landing pages that contained video. By breaking up a landing page into seven zones, Wistia found that zones 1-3 saw up to a 56% play rate. Videos in lower zones saw a dramatic drop-off of 27%.
5. Great influencer video marketing can make all the difference
Jennifer Quigley-Jones of Digital Voices talked about something most marketers don't have a solid grasp of: influencer marketing. When companies partner with influencers, they get content that's more than advertising, it's a conversation with an established following. When all is said and done, essential elements to succeeding with influencer marketing are:
- Have a clear goal and message
- Choosing the right public personality
- Focus on emotion, positivity
The argument for positive content to attract interest and engagement is all in the numbers: The top 5 emotions transmitted in the 10,000 most shared online articles in 2016 were: wonder (25%), laughter (17%), fun (16%), joy (14%) , empathy / anger (6%).
6. Video still has the incredible power to connect people
Anke Müller from Facebook made it clear that Facebook's mission is to connect people and create meaningful conversation. She says that Facebook believes the shift to video is as big as—or even bigger than—the shift from desktop to mobile. Clearly, Facebook users are onboard with video as 40% of total video watch time on Facebook comes from shares and since Facebook has launched Live, there have been 3.5 billion broadcasts and counting, and Facebook Watch has 50 million viewers per month. As for businesses wanting to monetize with Facebook ads? Anke recommends finding ways to have meaningful conversations as users link Facebook to staying connected with those they love most.
- 41% said mobile video helps them feel connected with friends and family.
- 39% said it gave them something to talk to other about. Watching video on Facebook has the incredible power to connect people.