Ever scroll through your Facebook timeline outside of a wifi zone and panic at the thought of those auto-play video functions? It drives me absolutely insane. As someone who is already going over their data on a regular basis, it’s brutal to constantly scroll through my timeline (which in hindsight I should be more conscious of) and see an influx of video axing at my cell phone bill. While my frustrations have decent reason (ok maybe not a whole lot of reason), something occurred to me the other day. In the last 3-4 years, the amount of online video content that’s constantly being produced by advertisers and users of social media has noticeably grown. Is it effective (aside from my mindless scrolling at bus stops)? Absolutely.
Online video has definitely been a focus for big advertisers over the last couple of years in terms of content creation. According to an article from Think With Google, spending on desktop online video alone is projected to grow 21% every year until 2019. That’s a lot of spending, excluding mobile. But with all of this money going into online video, is it really more effective than other forms of content? Definitely. Speaking from personal experience, I’m a visual learner. That means I learn more when something is presented in front of my eyes that I can engage with, rather than reading, or listening. Online video content provides excellent potential for 2-way content engagement versus an ad that you can see on TV. How? There are a few different reasons.
Lets assume you’re viewing a sponsored post on Facebook or Twitter. The ad is hilarious and actually inspires you to maybe actually buy the product, who knows. But more importantly, you can share that with everyone in your network. You can view it at different times. It can go viral. You can actually engage with the entertainment value that it’s supposed to supply! These are only a few qualities that online video content can provide for your brand.
Moving away from strictly advertising, social media platforms over the last two years has added new functions that allow you to live stream, post, and share videos with the click of a button. This allows online video content producers, or regular people, to add an entirely different dimension of communication that was lacking on the internet previously. Simply put, it gives more personality to a once text dominated era.
Online video facilitates better communication, advertisement or non-advertisement. It’s something that I’ve definitely grown to notice and appreciate the way people and brands communicate to me…even if it’s quickly chomping away at my cellphone bill…
Malick Ba is an advertising and marketing specialist currently living in Toronto, Canada. As an alumni of both the University of Ottawa and Humber College, Malick specializes in communications, advertising, and marketing. Currently, Malick works at an advertising agency in downtown Toronto and is looking forward to how he can further leave his mark upon the advertising and marketing world. Follow him on Instagram, and connect with him on LinkedIn.