A few days ago when reading an article about emerging trends in digital marketing I came across an interesting trend. The trend is that social media platforms like Facebook now and will continue to favour video content and as a result companies need to ensure their content is engaging.
Within the article some intriguing statistics were provided. One such statistic is that every day over 100 million hours of video content is consumed on Facebook alone. I find this fascinating as it shows consumers are looking for engaging content that is more likely to be found in a video.
However this does create issues for companies as there is now more pressure on them to create engaging content. As well as this they have to overcome the endless stream of videos that individuals are being exposed to everyday to have their content seen.
How can companies overcome this? Even if the content is engaging there is no guarantee that consumers will even see it.
One way that the article argued was through the use of live videos. The article argued that because these videos send notifications to followers and save them after they have finished that it is the best way for companies to reach consumers.
Are live videos really the best way to remain relevant or are there other ways for companies to have their content seen?
Share your thoughts and let me know what you think.
The Changing World of Digital Marketing 
I agree that customers will be more engaged while watching live videos as they clicked on the notification because they wanted to watch it. However, consumer reach for live videos would be quite low as consumers have to follow your brand on social media in order to get this notification. There is a very small percentage of customers nationwide that will follow brands on social media (about 18%). Basically, what’s the point of live videoing when not enough people are watching it? Whereas video ads can be displayed to anyone on the digital platform.
I believe that the best way to overcome disengagement for video ads is to produce great creative content that resonates well with your target audience, instead of making it seem too much like a commercial. To aim for something your consumers will use and enjoy. I believe that is the strategy for most successful ads, take a look at Amazon’s super bowl ad for Alexa.
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I fond some live videos quite engaging. For example, I follow a travel agent on Facebook who is regularly going live from exotic locations around the world – interesting, and worth watching. So I think it depends on the industry, and the ability to post relevant video-based content.
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