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Paul O'Connor explores the future of social media, focussing on how we are beginning to rely on video content to communicate the latest information direct to peoples smart phones.
Wednesday, 28 October 2015 by Paul O'Connor, Novum Media

Does Video Content have a place in the Marketing Campaigns of the Future.

Just look at the industry you are in and I guarantee that your rivals are moving into or have got onboard with video are embedding it into social media and websites.

In the beginning was story telling, then came the pictures on the wall, then pictographic symbols known as hieroglyphics. Over time, a group of Semitic-speaking people adapted a subset of Egyptian hieroglyphics to represent the sounds of their language.By the 8th century B.C., the Phoenician alphabet had spread to Greece. The Greek alphabet gave rise to several other alphabets.

From walls, tables, parchment and paper to the printing press, books, morse-code, film, radio, tv to the internet, information moulds itself to the growth of technology and even with set backs and challenges technology wins through over time. We in the business world look for the best way to sell our products and grow our client base. So lets look at an early example of the technology and its use for business.

The first advert in paper was in 1870 for Pony and Chaise hire, and appeared in a local paper in the London Borough of Brent (28th May 1870).

This enterprising business person was hiring his superior Pony and Chaise to a wider public exposure in the formats of print. With this simple advert he was able to reach hundreds of potential new customers. Print saved him time and resources and more importantly the buying public was now aware of these services. Do you what to reach a wide audience? You'll never miss the business you never had.

In Advertiser's Gazette (April 1872) quoted in article on Knies said this "ADVERTISE UNTIL PEOPLE CALL YOU INSANE; then keep advertising".

The power of adverting was not lost on this man in 1872 and last year Global advertising revenue was at 581 Billion U.S. dollars. Why am I telling you this? Going back to my first statement, just look at the industry you are in. I don't think any one of us doesn't understand the need and the importance of advertise.

So from the first advert in paper to the first TV commercial (July 1, 1941) it has been 71 years and at the time of the first TV advert only 41% of the world could read. TV advertising changes this: reading didn't matter in this format. Marketing campaigns had a new kid on the block to play with. In America the business world embraced this new kid and it started a revolution in marketing.

Today, 83% of the world can read, yet we know that our reading habits have changed as the technology has developed. Communications regulator Ofcom said UK adults spend an average of eight hours and 41 minutes a day on media devices, compared with the average night's sleep of eight hours and 21 minutes.

Here is the second good reason to look at video marketing campaigns across your digital channels. Some of the video adverts on facebook prove this point all day long, like the new James Bond movie all over youtube, facebook and in adverts on websites. Remember eight hours and 41 minutes a day on media devices!

iPhone revenue amounted to 47 billion U.S. dollars in 2011. This is just one device the world is using to contact to the web, with no sign of it slowing down! Not to forget that digital media is still in its infancy and the new kid on the block is the internet (since the late 1980s).

There is no doubt that the way we get our information has dramatically changed in the last 145 years, let alone the last 30 years from paper to digital and the rise recent of the internet. So lets have a look at online platforms and just two small ways it has changed my behaviour.

I needed a manual I had lost and of course I went to Google's search engine and found the section I needed. Then I used Youtube to learn how to green screen six years ago. My reading habits have changed and my viewing platforms are at the moment 50/50 with desktop or smartphones.

How did this change me?

Digital media enables us to focus on the specific information we want and not have to hunt for it or read several pages until we get that information. Videos like "How to fix" or "How to do" can cut out hours of reading and trial and error until we get the desired results. It is a short cut that some people feel is undermining our personal development and eduction! I didn't read all the manual, I just scrolled down to the section I wanted. I didn't have to go to college to study green screening. SHORT CUTS

One in three Britons view at least one online video a week- that's a weekly audience of more than 20 million people in the UK alone. By 2017 video will account for 69% of all consumer internet traffic and according to Cisco, Video-on-demand traffic alone will have almost trebled.

So we are being a lot more selective with the information we assess than ever before. Is this a good or bad development? Time will tell. Around 40% of the world's population has an internet connection today. In 1995, it was less than 1%. Internet Users reached its first in billion 2005. The second billion in 2010. The third billion in 2014.

We cannot underestimate how massive this is. The average adult internet user claims to spend over 20 hours online per week. People are spending twice as much time online compared to 10 years ago, fuelled by increasing use of tablets and smartphones, according to new Ofcom research. Here is the third good reason to look at video marketing campaigns across your digital channels. Just look at the numbers below:

An average of 109,863 YouTube videos viewed in 1 second, FaceBook has 1,485,326,579 active users at this moment, and tweets from Twitter today come to 822,160,157 (as of 21/10/15 10pm GMT) How mad is this?! And we are all part of it both in the business world and in our private lives.

Moving back know to my first question: Does Video Content have a place in the Marketing Campaigns of the Future? I would say YES as it is the very products I sell in the business world. Here are three sets of data I have for you to read:


According to a recent survey, a majority of UK businesses (64%) are using social media as a marketing tool, with the most popular reasons being for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).

By David Moth @ Econsultancy

Some following stats from Animoto Survey

4 times as many consumers would rather watch a video about a product than read about it.

1 in 4 consumers actually lose interest in a company if it doesn't have video.

Customers are nearly 50% more likely to read email newsletters that include links to video.

4 in 5 consumers say a video showing how a product or service works is important.

Survey of 1,000 Consumers Reveals Majority Want Companies with a Web Presence to

Incorporate Video into Marketing Strategies. May 7, 2015

The Guardian July 30 2015

With online video quickly becoming a key means for people to satisfy their information and entertainment needs,small businesses that fail to include it in their internet marketing strategies will do so at their peril. by Chris Trimble

We know that I can pull together lots of numbers and quotes saying that video is important for your business and that you need to use social media platforms to sell your products, develop your brand awareness and find new customers. So here are my last thoughts.

Just look at the industry you are in and I guarantee that your rivals are moving into or have got onboard with video and are embedding it into social media and websites.

Don't be out of step or you do so at your own peril.

If you are looking for a media company to help you get in touch with me or my team.

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Does Video Content have a place in the Marketing Campaigns of the Future.