Transition from traditional media is becoming the standard.
Have you done it? Have you "cut the cord" yet? It's really freeing when you do. I've watched more shows, movies, and content than ever before, and it's all thanks to my laptop with a fast connection.
This shift regarding traditional media consumption means new avenues for advertisers to connect with their audiences. As a voice over talent and creative director, I've seen first hand how the changing medium has geared brands into new content creation and distribution.
It may have taken a few years for the tides to start turning, but online video is officially beginning to overtake broadcast television. Sites like Vimeo and YouTube get some of the world’s biggest traffic and companies routinely post videos on their own websites. Major brands realize they need to adapt to the trend of harnessing the Internet or risk being left behind--having an online video presence is just as important as buying traditional media.
According to a study done by Pixability, 99 percent of the most successful brands on Earth have YouTube channels. (Interestingly, YouTube is now the second-largest search engine behind Google globally.) Looking at the world’s top brands is important as you try to figure out and interpret trends, but one major aspect that sets online video apart from broadcast TV is the fact that it can be harnessed by a wide range of companies.
A recent Invodo article shows video has had a major impact on B2B companies’ advertising. It is more effective at helping them gain new customers than any other type of original content. 92% of B2B marketers use video for demand generation and the majority say video content brings in high volumes of quality leads.
Establishing an online video presence for your business is essential. Whether your content lives on social media, YouTube, Vimeo, Wistia, or your website, it's important to invest in quality. Not all videos are created equal. You have a better chance of high ROI if you put the time and effort into making your online content as good as the spots your company might air on television. Because you don’t need to pay to get video content published, you can (and should) make a bigger investment in producing your videos. By focusing on quality throughout the entire video production process, you increase the likelihood of creating memorable and shareable content. Of course, great videos include top-notch voiceover talent!
Being part of this new media landscape has been very exciting, both as a content creator and a content supporter (voiceovers). In 2014, I collaborated on more work, that lived entirely online, than ever before. Maybe it's the millennial in me, but this change in media delivery, consumption, and distribution is a new era that will bring more and greater online content.
Now excuse me while I catch up on my Netflix queue.
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