n 1941, the
first commercial ever shown on American television aired right before a
baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. This
happened during a time when color television didn't even exist yet.
Newspapers started panicking as they realized that TV commercials formed a real threat to their success.
But can we
really blame them?
audiovisual nature of television was an excellent opportunity for advertisers
to try a completely new form of advertising. Up until this day, few have regretted that decision.
following years more and more people gained access to television and,
therefore, television’s reach and influence grew exponentially. Television
evolved to be a mainstream platform that nobody could ignore.
As a result, advertising through video quickly turned into an effective and valuable form of
forward to the 90s.
changer has just made its presence known to the general population: the internet. The term ‘game changer’ is an understatement… it was a game changer of unprecedented size. The rise of social platforms such as Facebook
brought endless possibilities. Suddenly, all companies and individuals could
make themselves visible on the internet, without paying a single penny.
only question some companies had, was “how do we keep our heads above water now
that more and more companies are riding this internet wave?” After all, the
consumer suddenly had an endless stream of information and content.
even the way we took in all this information and discovered all this new
content changed. We started to use devices we now know as smartphones and
tablets. The media landscape continued to involve.
So… how do we keep our heads above
water in this saturated market?
We need to
focus on presenting our content in an efficient
manner. Content needs to be attractive
and easy to digest. It must
stimulate the senses without the consumer having to make a lot of effort. In
other words, it must eliminate, or at least simplify, the thinking process.
This exact result is offered by audiovisual content, a.k.a. video marketing.
The facts do not lie. Video content
is extremely popular.
Did you know
that video content already represents 74% of all internet traffic? Or that
Cisco projects it will represent 80% of all internet traffic by 2019?
content is inevitable in today’s world.
It's not just YouTube anymore. Every day,
millions of hours of video content is being viewed and uploaded to Facebook.
Also, it’s important to note that just like Google’s algorithm, Facebook’s algorithm classifies video
content as high quality content.
indicator of the increasing interest in video content is the fact that more and
more types of video content are being released,
such as 3D video content, virtual reality, live videos, and 360-videos, just to
name a few. It further emphasizes the current fixation on video content.
of video marketing as a flower that has just begun to bloom: it already looks
beautiful, but video marketing is not even close to its peak yet. It will only
become more important in the next five years.
Zuckerberg projects that Facebook will almost exclusively consist of video
content five years from now.
So, why is video content so
stimuli has a very stimulating effect on the human brain. Video content is processed many times faster than text. In other words, we don’t have to
put in a lot of effort to watch and retain information shown to us through
video content. And of course marketers and advertisers use this knowledge to
By now it
should be clear that many companies consider video marketing to be an essential
part of their marketing strategies and that it should not be underestimated.