Is video really the future of marketing?
Video consumption around world is growing at a stellar rate, but despite the huge volume of video out there, we are becoming increasingly selective about what we watch.
This week all you need to know is how humour can help marketers make the most out of video, Nintendo’s plans to monetise on fan-made YouTube content, Disney’s 3D printing experiment and more.
According to Social Media Examiner, video was the number one content investment tool of 2012, with a 12 per cent rise over the year.
This is very much inline with the findings of the latest Experian Hitwise report stating that UK online video consumption is now exceeding one billion visits a month. [client]
Added to this, nearly half (46 per cent) of consumers say they would be more likely to seek out information about a product or service after seeing it in an online video.
What’s important for marketers is to know that people are likely to engage with video more deeply than simple text articles so that they can maximise the effectiveness of their campaigns.
But who said that business can’t be fun?
Another study conducted by Usurv showed that 51 per cent of the people interviewed said they had shared, commented on or liked a video because it was “humorous” and a third (30 per cent) because they “knew others would want to see it”.
Marketers need to think not only about engaging effectively with their audience, but also about what motivates their audience to further spread the message and, according to the aforementioned studies, amusing content may be just what they need.
D-Tech Me uses a single-shot 3D face scanner created by Disney Research labs and materialises the figurine with a high-resolution 3D printer.
Despite the high expectations, 3D printing is yet to revolutionise the manufacturing industry, as the purpose of the two is still too different.
The manufacturing industry relies on mass-production and, although personalisation is available in some cases, standardisation is the key to reduce costs and generate higher income.
On the other hand, the value of 3D printing lies, at least for now, in the uniqueness and customisability of the product “printed”.
But manufacturing is not the only arena for 3D printing. D-Tech Me seems to be a great example of how 3D printing can be used as an effective and affordable marketing tool, as well as to produce something that is unique and extremely valuable for the consumer.
– The Guardian
Over 50 billion apps have now been downloaded from Apple’s App Store, and Google is not far behind, with 48bn downloads from its Google Play store so far.
These figures show not only how apps have proliferated dramatically in the past couple of years, but they’re proof of the astonishing rate of smartphone growth.
Apps and smartphone are strictly interconnected, and now that almost one billion people own a smartphone, they’ve begun to change how we think about computing, from something complex and expensive to something simple and affordable.
So what does all this mean for brands?
Richard Dodd, of the British Retail Consortium, believes that this is a precise illustration of how rapidly the ways in which customers are choosing to shop and the things that they are shopping for are changing.
But all that glitters isn’t gold. The huge number of apps available has meant getting noticed has become increasingly difficult and so has become making money.
Moreover, Apple’s insistence on taking 30% of any sales made through the App Store has meant that even developers of top selling apps see a third of their profit going directly into Apple’s pockets.
The app-world is a tough environment but it’s vital for brands to be in it in order to pay attention to technological and behavioural changes and adjust their strategies accordingly.
Are you reaching your customers on their smartphones? Let us know how.
Nintendo has decided to monetise on fan-made YouTube videos featuring content from its games.
Any time someone uploads a walkthrough or “let’s play” video, Nintendo will be able to collect royalties on it.
Moreover, adverts promoting Nintendo’s products will appear at the beginning, next to or at the end of the clips, Nintendo revealed to GameFront.
This will be accomplished by using YouTube’s Content Match ID system, which allows publishers, television networks or record labels to identify if content being used in a video is something from their products.
Is this the right move for Nintendo?
Initially Nintendo, unlike other entertainment companies, gained the sympathy of online communities by chosing not to block people using their intellectual property on YouTube or anywhere else online. But its recent decision to monetise on the positive relationship with its fans may easily backfire.
Several YouTubers, including Zack Scott who has gained a huge following (over 81 million views) for his Let’s Play videos, have already chosen, as a sign of protest, no longer to feature Nintendo games on their channels.
How should Nintendo, and other companies, try to monetise on videos of their products? Share your thoughts in the comments.
Google Glass: Don’t Be A Glasshole - Mashable
Having the latest gadget on the market is cool, but there is a thin line between looking cool and trying to hard.
Google glass promises to be the coolest piece of tech of 2014 so here are some guidelines to help you make sure too much coolness won’t backlash on you and make you look like a glasshole.
If you’ve recently watched a humorous video, share it in the comments below and let us know what made you engage with it. The best video, and comment, will be posted on our Facebook page and Twitter and shared with our community.
Till next week… Gabs (@gabrielegenola)