Consumers and Video Content

By: Jennifer Becan

7-tips-for-incorporating-video-in-your-content-program
Photo from: http://www.business2community.com/content-marketing/7-tips-incorporating-video-content-marketing-program-01236303#mpaVxwQHMMT1LVKK.97

Video is big today. You see that in Facebook pushing live videos and platforms like Snapchat and Instagram with stories. With this in mind, it’s essential for advertisers and companies to know what consumers want from video content.

In an article by Adweek, author, Carrie Cummings, explains “to help both creators and advertisers make the most of their video dollars, Accenture Interactive surveyed more than 1,000 consumers about their content preferences, habits and attitudes.” Their results are put into an easy-to-read infographic in the article, and a lot of insight can be drawn from it.

For example, 67% of consumers “choose to engage with videos for entertainment.” This should tell advertisers they need to create videos that have some sort of value to the viewer. They need to be interesting and entertaining. What would make you want to watch a video put out by a brand?

Another striking statistic I found in the infographic is that “84% of all marketing communications is predicted to be visual by 2018.”

Wow.

If that’s not a crucial fact to keep in mind I don’t know what is. If 84% of communications is predicted to be visual/video by 2018, advertisers need to be mastering it now. They need to get inside the consumers’ heads and see what they find valuable. They need to find out what works. If not, they’ll fall behind in the visual game.

If that’s not enough reason to convince you video is important, Eric Hinson included this fact in his article on content marketing: “adding a video to your website can increase the chance of a front page Google result by up to 53x.”

Video marketing is clearly a huge deal. It’s valuable to consumers and it can boost your page in Google’s results. So learn about video. It’s important. Okay, cool.

TV and The Popularity of The Second Screen

Jonathan Joyner

In 2012, about one-third of smartphone owners admit to using their phones or tablets to send out a message when watching television. Today, in 2016, in 4 years or one presidential term, that number has jumped to eighty-four percent. Television is no longer a solo activity. It has become social. Viewers are engaging with other fans via social media. They call it “the second screen” and television networks are embracing it. Why? Because social media is a great advertising tool. The fans of a television program become brand evangelist pushing others to watch the television show live, so that they can engage in the conversation. With more live viewers, the higher rates the network the show is broadcast on is able to charge its advertisers. They can do this all for the price of putting a few words on the television screen.

RuPaul's Drag Race and Social Media
RuPaul’s Drag Race and Social Media

The popularity of total viewers verses popularity of viewers engaging on social media differs quite drastically. For example, the two most popular, weekly show on television are NCIS and The Big Bang Theory and both air on the broadcast network CBS. However, neither of these shows even makes the top 10 talked about shows on social media. The most tweeted about show ever, Pretty Little Liars, airs on the cable channel Freeform (formerly ABC Family) wouldn’t even make the top 25 shows based on its viewership ratings. The highly serialized nature and younger and probably more social media savvy demographic of viewers is the reason it does far better online. That’s not to say that social media has no correlation to television ratings. Both Empire on FOX and The Walking Dead on AMC do incredibly well in both viewership and social media.

The Voice and Social Media
The Voice and Social Media

People love to use their smartphones, tablets and check social media while watching television. I think the reason behind the rapid grown of the second screen come from television shows acknowledging that viewers are going to be using their smart phones, but instead of ignoring it or fighting against it, they embraced it. They found a way to engage in the activity that users were already doing.

Sources

Dos Santos, K. (2012, March 21). Pretty Little Liars Breaks All-Time Twitter Record—and "A" Herself Reveals What's Next. Retrieved October 16, 2016, from http://www.eonline.com/news/302976/pretty-little-liars-breaks-all-time-twitter-record-and-a-herself-reveals-what-s-next

Kamal, S. (2015, August 18). Rethinking "Second Screen": Social TV & The Active Audience. Retrieved October 16, 2016, from http://clearbridgemobile.com/rethinking-second-screen-social-tv-and-the-active-audience/

Poggi., J. (2015, December 23). 2015 in Review: The 10 Most-Watched Entertainment TV Shows of the Year. Retrieved October 16, 2016, from http://adage.com/article/media/top-10-watched-entertainment-shows-2015/301908/

Rorke, R. (2015, December 30). The top 10 TV shows on Twitter. Retrieved October 16, 2016, from http://nypost.com/2015/12/30/the-top-10-tv-shows-on-twitter/

Times-Picayune. (2012, December 3). How do you watch TV these days? Study shows growth in second screen users. Retrieved October 16, 2016, from http://www.nola.com/tv/index.ssf/2012/12/how_do_you_watch_tv_these_days.html

Social Media & it’s Benefits

By: Faith Hunt

Photo By: http://paidsocialmediajobs.com/pages/join/?hop=galus&vtid=

Social Media is

Social Media and its Benefitsobviously and invention that has taken over society. Without it to many life would become very difficult. There are many benefits that have come with social media. These benefits vary with businesses, or social life, or even social movements. It is a platform to deliver whatever message you desire. It is almost safe to say that it would be extremely difficult for a business to reach its full potential if they are not engaging in social media activity. Word of mouth just is not enough anymore. It is important for businesses to be seen. That is a benefit of using social media to expose your business to as many people as possible. It is also a cheaper  way to self-promote. People also use social media to meet and greet. It has become normal for people to form relationships through social media. It is a way for people who may be shy to approach someone with the shield of a computer. You can move at your own pace and allow the other person to see what it is you want them to see.  What we are seeing more of now than ever is those who are involved in social movements and charity work using social media as a way to fundraise and bring awareness. For example the ice bucket challenge became a big deal amongst celebrities which in turn allowed for the ALS charity to raise more money than they other wise would not using social media as their platform. The benefits of using social media out-weigh the negatives of social media. Social media of course have pros and cons, but if you utilize the positives of social media and capitalize off of it the success that could be generated is enormous.

Streaming Exclusives

by Charlie Green

Screen Shot 2016-04-24 at 10.30.08 PM
Photo: New York Times

We’re currently in a streaming war, and it seams like the only way to get ahead is to get exclusives. Streaming services are now getting musicians to release or store their libraries exclusively on one service. For instance, last year Prince moved his entire library to stream only on Tidal.

Kanye West released his album earlier this year with an exclusive to Tidal; this resulted in Tidal tripling its paid subscriber base. This strategy doesn’t come without its faults. Fans of the artists in question can be annoyed to subscribe to a completely new service just for a few new songs, so while some would gladly stream it on the streaming platform they already have, the next best option is the one that rattled music industry sales for the last decade, piracy. Kanye West’s Tidal exclusive cost him more than half a million illegal downloads and reports of up to $10 million in lost sales.

Are you more likely to subscribe to a new streaming service because of one album? If I ever release an album, I would want people to hear it wherever they already are. I wouldn’t want to push my fans in one direction or another so they can hear my music. After the recent passing of Prince, Wired Magazine tweeted a poll to see if people would subscribe to Tidal to stream all of his music, and the poll results speak for themselves.

Beyoncé just released her album exclusively on Tidal, but its been revealed that its only for a few days, and then we will see it on other platforms like iTunes. Maybe artists are starting to learn from others mistakes, especially when you’re a big name artist.

 

http://www.nytimes.com/2016/04/25/arts/music/beyonce-lemonade-tidal-itunes-apple
http://www.wired.com/2016/04/tidal-kanye-west-lawsuit/
https://www.sohh.com/prince-helps-tidal-get-last-laugh-streaming-war/