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How Google+ Can Help Your Social Media Marketing

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The Google+ Landscape

As a marketer, you might be aware that Google+ is currently making huge steps upward the social media marketing realm. In fact, it has recorded around some 300 million+ followers in-stream active users. A study by Janrain says that Google+ in fact has continued to grow stronger through time. It has made its way to the second largest social network despite being a newcomer in the social media industry, making it one of the best platforms to distribute digital advertising content.

More reasons to establish presence on Google+ are increasingly becoming to be relevant in social media marketing these days. In terms of its traffic, users and active brand pages, the social networking platform continues to post noticeable improvements. In 2014, 22% of online adults use Google+ on a monthly basis, a figure the same as Twitter; and more than Pinterest, Instagram and LinkedIn. Moreover, 42% of Google+ users use the platform to interact with brands’ content. This is a great avenue to perform your marketing communications strategy when users are known to be using Google+ to interact with brands. And most significantly, 70% of the Top 100 brands are using Google+.

Google+ also generates nearly as much engagement per follower as Facebook and nearly twice as much as Twitter. It shows that Facebook (being on top) generates 0.073% engagement. It was followed closely by Google+ at 0.079%, while Twitter gets 0.035%. That said, it is only right to establish presence on Google+ as it posts to be an opportunity for most brands to show off their social media strategy in a pool of consumers waiting for quality content.

What makes Google+ work for most brands?

Search

For the most part, Google+ is a big help to your brand’s website and digital marketing efforts through searchability. As Google is most widely known for search, the platform uses its social media feature to favour Google+ active brand pages linked to its website. In essence, when you use Google+ for your brand’s social media marketing, you not only need to look at engagement, you also need to review how the links from your Google+ page affects your website’s traffic. It is quite important to note that Google refers to most quality traffic with 2.45 pages per visit.

Your brand’s information on your About section is searchable within Google+. Not only that, these information appear in the search engines too especially when information are provided properly on the page. The number of Google reviews and more will also appear on your page’s About section. See below Oasia Hotel Singapore’s search result, for instance:

social media marketing | marketing communications | content marketing

Additionally, the content you post on your brand’s Google+ page may also rank on Google Search results. How? Basically by generating interaction on your specific post (which, by the way, has a unique URL for each post) you can easily make your individual post rank on the search engine. What does this mean for your brand? Well, nothing much. It’s just biggest favour from the digital universe that you can get towards the success of your content marketing efforts. Remember, Google still tops in terms of search.

Integration

With the rise of video content marketing as an internet marketing medium, what’s more to ask for when your brand’s YouTube videos can be easily shared on your Google+ page? Plus, when you post a video directly as content on your page, you instantly get it up on your brand’s YouTube page at the same time! Here’s an example showing Panasonic Singapore’s YouTube videos readily available for viewing right on its Google+ Page:

social media marketing | marketing communications | content marketing

Emails are as important as any notification you get on Google+. Good news! Google+ Pages are now integrated with your email account, including a follow button and recent posts.

Be part of the trend

Did you know that Google+ actually suggests and automatically includes hashtags when appropriate? So when creating your content and social media marketing strategy make sure to include the best keywords that will work for your audience.

For more tips and updates about social media marketing, click here.

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The Evolving Approach to Video Content Marketing

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The changing ways of TV viewing

Are you one of the people who no longer watch their favourite television shows on their original airtime? Do you turn to your broadband connection and mobile gadgets instead to watch television shows? These and a lot more are just a few of the changing ways that people in this Internet-driven world embrace in their video viewing habits that affect the way advertisers do their content marketing strategy.

Traditional TV vs. digital video advertising

Apparently, these notable changes in people’s viewing preferences caused by technological advancements are excessively significant that marketers come to the point of rethinking their content marketing approach and medium. Traditional TV campaigns at the moment still play a huge part in brands’ advertising preference. However, due to the increasing attention to videos, digital players such as social media giant Facebook have been actively bridging possible opportunities in taking the share of people’s interest in videos. Just recently, Facebook announced its new video ad platform called Anthology, which targets marketers and advertisers to promote the use of its own video viewer feature.

Today, we can clearly expect that video content marketing will stockpile a substantial share of people’s attention as well as marketers’ interests. The conflict among various marketers’ preference with regards to their ad spending on digital mediums against the ROI can be expected to increasingly take place this year as digital marketing agencies and brand managers shift to video as a focus content marketing type. With different marketing communications approaches, shifting from a focus advertising avenue to another (such as from traditional TV ad to online digital ad) can be a tough decision. But marketers need to mull over the fact that videos and digital advertising in today’s digital world cannot be separated. Otherwise, you can be blindly slashing the main course off your plate when it comes to targeting the right audience.

The P&G example: Adjusting to the evolving ad sphere

The changing environment of the advertising industry is a constant occurrence that brand marketers will need to adjust to. But for this generation, the changes continuously happen faster than ever due to technology, internet and the growing need for quality content. To consumer goods giant Procter & Gamble Co. (P&G), the adjustment has already started several years back. P&G is a known active participant in the marketing world through its wide range of consumer goods products including Tide, Crest, Gilette, Pampers, to name a few. Since 2005, the company has started to sharply cut down its spending in traditional TV commercials. Years prior to this decision, there has already been an increasing doubt on the effectiveness of traditional TV commercials due to the increased exposure of people to technology and online connectivity.

As it becomes easier for people to skip commercial nowadays, advertisers pose major challenges in reaching its audience. Moreover, the digital videos are becoming incredibly crowded through time. And where the crowd goes, the marketers follow. Today, video viewing sites such as YouTube and Facebook push for better advertising opportunities to compete for users’ attention. It is clearly comprehensible why P&G took this shift early on.

P&G’s then global marketing officer, Jim Stengel, declared at a conference of media-buying executives in 2004 that “There must be, and is, life beyond the 30-second TV spot,” In relation to quality content marketing, he also mentioned that…

We must embrace the consumer’s point of view about TV and create advertising consumers choose to watch.”


What is the significance of P&G’s advertising moves?

Being one of the largest consumer goods providers around the world, P&G’s content marketing strategy affects other companies as a response to the increasing competition for people’s attention and loyalty. In 2004, the company became the No. 1 US advertiser, recording a TV ad spending figure of US$2.5 billion, which was more than 80% of its estimated ad budget during the same year. The following year, the company began to announce the cutting of its TV ad spending by some 25% on cable channels and around 5% on broadcast networks. The amount saved due to the reduction of traditional TV advertising spend are to be shifted to a more advanced form of TV advertising.

Today, P&G is an active participant in the digital marketing sphere including social media marketing. Popular brands under the umbrella of P&G are building online presence through the execution of social media strategies. Social media marketing is a form of digital marketing where a vast audience can be targeted efficiently, made more successfully through the feeding of quality content including video production.


As technology evolves and new digital trends continue to shake the digital space, marketers are always on the lookout for possible opportunities. Today, content marketing through social media is taking it to the next level. And more to that, people are wiser when it comes to marketing materials that pops on their screens. Thus, it is only necessary that marketers prioritize quality content marketing, the rise of video marketing and the effectiveness of email marketing on top of their social media presence.

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Video Production: New Details About Facebook’s ‘Anthology’

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Video production bandwagon

In the recent months, clear indications of increased video views become even more apparent, not only on YouTube but also on the social media giant Facebook. In fact, statistics show that the percentage of shared and posted Facebook videos per person increased by nearly 94%. Everyone might well remember that many people had preferred uploading videos on YouTube before sharing them on Facebook to spread the word on social media. In terms of Facebook videos’ position in that competition with YouTube on the social networking site itself, November 2014 statistics reveal that Facebook videos have now surprisingly exceeded YouTube videos on Facebook.

As video production and video ad market grows aggressively on the social media (where videos instantly go viral), key digital players such as Facebook, YouTube and AOL race to implement a forward strategy to capture the interests of marketers and advertisers. That is why Facebook’s timing of its video sales event this coming 22 April, just five days before the NewFronts event, is believed not to be an accident. On that day, Facebook will finally announce its plans about its video ad product, Anthology.

Significance of Facebook’s ‘Anthology’

Facebook is on its way to the first phase of its transition from traditional messaging to videos. In the upcoming event this April, Facebook is expected to share its video advertising plans and roll out its new video-based ad project, Anthology. Several of Facebook’s partners will deliver presentations to brand advertisers and marketers covering Facebook’s plan to incorporate brand messages into videos. Facebook seems to aim to improve marketing communications by leveraging on what seems to be the rising approach in the social media marketing industry, which is apparently the use of videos. Essentially, the idea of Facebook’s new video ad scheme is to assemble a group of video production partners to help create branded videos and offer them as paid ads to online marketers and advertisers, including agencies.

How can marketers gain from the video ad Anthology? Basically, it can help marketers’ content to stand out on Facebook through the creation of compelling and engaging content.

Wall Street Journal says –

Facebook will use the event to provide specifics on Anthology, the company’s new initiative centered around partners creating branded entertainment video content.”

For video production related to this announcement, Facebook has partnered with publishers including Vine, The Onion and Vox Media. According to Martin Beck of Marketing Land, this partnership aims “to produce short-form videos that would be sponsored by advertisers (with a $2 million minimum buy in).” According to a person familiar with Anthology, Facebook seeks some 50% of the revenue from the arrangement with advertisers. Facebook was said to have also targeted BuzzFeed, Disney Interactive, Refinery29 and more as prospective partners in this new initiative.

Just in the past year, Facebook has implemented the auto play video feature in its users’ newsfeeds. Moreover, the social media giant became active in targeting YouTube stars and convinces them to post their video productions directly on Facebook. These two are significant steps to achieve better reach and content marketing advantages for Facebook video, let alone its new pace to introduce something more aimed for the marketers and advertisers. Its significance mainly involves challenging the current star in the online video platform YouTube. Once Facebook gets the formula right on this video production and advertising plan, retaining the No.1 spot can be quite shaky for YouTube.

Facebook generates some 3 billion video views a day, which is a huge opportunity for brands to implement their content marketing and social media strategy related to videos.

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Eucerin MY: The Power of Videos in Digital Marketing

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Background

Eucerin is a dermatologist-recommended brand known for developing skincare products that delivers healthy skin through well-researched facts with scientific basis. Its mission is to provide gentle and effective skincare products that are highly trusted by medical professionals. It offers a line of clinically proven products for cleansing, moisturising, healing and protection.

In 2014, Eucerin Malaysia widely introduced its new product called the Eucerin Soothing Cream through digital marketing, a revolutionary product that gives solution to one of the most common skin problems – redness and itchiness of the skin caused by dryness.

Objective

In conjunction with the introduction of the new product Eucerin Soothing Cream through digital marketing, Eucerin Malaysia aims to regain the brand’s image as an expert in sensitive skin through powerful internet marketing. Along with this objective is to create awareness that Eucerin offers the most complete regime for diseased skin needs through proper education of audience.

To encourage interaction and proper learning among audience and the brand, Eucerin Malaysia seeks to allow skin sensitive users to be able to communicate and seek advice from a dermatologist through the brand. Through this, the brand targets to stimulate viral engagement and active interaction.

Game Plan

To achieve its content marketing goal, Eucerin Malaysia, with the help of IH Digital, implemented a 3-phase digital marketing campaign through different digital channels – Facebook, Google Hangout and finally, YouTube.

Through social media marketing efforts on Facebook, the brand shares the most up to date stories about the campaign such as the teaser video and the Facebook application wherein fans can post testimonials and be directed to live chat apps and videos.

digital marketing | content marketing | internet marketing

Through the platform Google+ and Google Hangout, a recorded live chat scheduled every month from May until December 2014, allows fans to enquire and consult about their sensitive skin conditions and Eucerin products. A monthly quiz following the live chat and a section for testimonials are also part of this digital marketing campaign. Even more, participants in the live chat sessions were also able to get free Soothing Care Lotion. These live chat sessions were viewable via YouTube, which link can also be shared via Facebook. Through different platforms coupled with an absolute social media strategy, Eucerin Malaysia’s message was distributed more efficiently.

digital marketing | content marketing | internet marketing

Finally, through several doodling videos, Eucerin Malaysia was able to implement a successful marketing communications move by educating its fans better about skin problem, skin layer, skin cycle, skin types and ultimately, Eucerin products that can best solve these problems. The corporate video marketing strategy was a significant part of the campaign as its main focus is to create awareness through a more effective video marketing approach. The drawing video, that was planned to run a duration between 1 minute to 1.30 minutes, stemmed from the idea of educating audience in a more interesting and interactive way. Below are the doodling videos of Eucerin developed by IH Digital.

Drawing video #1: Posted July 2014

Drawing video #2: Posted September 2014

Drawing video #3: Posted December 2014

Result

The video marketing strategy worked very well for Eucerin Malaysia. In fact, fans have increasingly loved the videos, recording almost double in the number of views in just 4 months. Meanwhile, on the other social media channels such as Facebook, Eucerin Malaysia garnered responses and testimonials that were generally positive for the brand. Interaction such as sharing and liking of the campaign-related posts increased significantly and active communication was apparent.

digital marketing | content marketing | internet marketing

The first doodling video posted in July 2014 recorded 56,504 and counting. By the time the second video went live, the number of views increasingly went up. The September doodling video now has 68,835. And finally, the last video was put up in December 2014. At the time of writing, the latest video records a successful 93,620.

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YouTube vs. Facebook Videos

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Picking between the two giants

With the rise of videos as an effective content marketing tool, today’s marketers ask: which channel can be best used to present their brands to their audiences – Facebook video or YouTube?

Search vs. Social

YouTube and Facebook are two media platform giants that have different advantages. Search for the former, being under the umbrella of Google; and social for the latter.

When trying to discover content, we run to Google and simply search for anything through the use of keywords. Being under the umbrella of Google, YouTube holds the edge when it comes to search as Google can simply favour its channels. That said, when users know what to look for, they can simply try to play with keywords and results including YouTube videos can come up that easy. However, the case seems to be changing recently because of social media.

While YouTube remains to be the biggest traffic destination when it comes to videos, Facebook is working to take a larger slice of the pie. In just a short period of time, Facebook videos are seen to be gaining more control in the online video scene. It is not very surprising to know that Facebook will soon take action in turning its attention to videos. As video marketing continues to become popular in the online marketing industry, Facebook’s merger of videos alongside its social media edge is a huge benefit to online marketers and businesses. In today’s case, Facebook feeds the top and recent videos to its users, which makes it possible for people not to turn to search engines just to see the latest and the trending. Through this system, social media gains the momentum when it comes to presenting what’s hot, viral and most viewed. Moreover, let us not forget that YouTube videos are also being viewed through Facebook.

Weighing between the most recent and the permanent content

As marketers, you must carefully study your goals for your digital marketing efforts. Understanding the trade-off between permanence and recency is vital in deciding which channel to place your video as it will measure your video’s ability to hold attention over time. For instance, Facebook Video can help your content gain attention through social media actions such as likes, comments and shares, but it can disappear quickly since recency and social interaction are the only ways to keep your video actively visible on the news feeds. YouTube, on the other hand, can easily be searched even when the video has been posted years back or hasn’t even gained much social actions. The important thing to note on YouTube’s edge in this case is that, your video remains searchable over time and can even gain attention even it is an old content. So in terms of staying power, YouTube takes the lead over Facebook. While if you think you can leave your video’s success on social actions, turn to Facebook. Now, have you decided where to put your brand’s corporate video?

Good news for marketers

Although we try to carefully figure out which is best and more beneficial to our brand, there’s a slightly positive thing that might ease the dilemma of choosing between Facebook video or YouTube. That is, competition between the two video channel giants is actually beneficial to brands that are keen on video production.  Simply put, video content creators can in fact take advantage of the emerging online video developments in each channel. With proper planning and strategy, you can be sure that your video production efforts will be optimised.

Facebook videos are known to be made to grab the users’ attention, so one thing to do is to create teasers for the Facebook page, and connect them to the full length version via the YouTube channel. This, however, is one of Facebook’s biggest downside against YouTube. While Facebook works to convince marketers to post full videos on the social media channel, users can see gaining more potential on YouTube where the content can be monetised. Will Facebook offer a better arrangement to its video content creators than that of YouTube? We can only wait. But until then, try to work around how your brand can get the most out of the competition.

However, if you are more concerned about brand recognition than your video’s record of overall views in each channel, then you could post the same videos on both channels. BuzzFeed does this! Why? Simply because it’s fundamentally more significant to spread your video, gain recognition and increase recommendations in two different channels rather than increase the number of views by staying in just one channel. In the case of BuzzFeed, results have been different, wherein marketing videos on Facebook sometimes result to more views while the same video gathers relatively lower views on YouTube; and sometimes, the other way around when the video is found on YouTube search.

Understand the online video landscape

By understanding your brand and the online video landscape, you will be able to determine which approach is better. Plan and create a strategy to ensure where your video content will fit in and benefit your brand best. As you plan about your next move, try to leverage on these two biggest video platforms to make your social media marketing efforts a success.

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Twitter Video Player to Launch in 2015

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Twitter Video Player will be up soon

Fresh details have been released in relation to Twitter’s announcement of its plans to introduce a new Twitter Video Player service. Twitter users will soon be able to view videos through the microblogging site’s native video player. This will be launched in 2015 “as part of its bigger strategy to position itself as a media platform.”

Looking forward to tweetable videos?

Before the first half of 2015 ends, you can expect new things to come up on Twitter relating to its new video player service. According to TechCrunch, the new service will host videos as long as 10 minutes without limit on the file size. It will initially support mp4 and mov files. At the moment, it is said to have no ability to edit or schedule the videos within the player. And finally, since the Twitter Video Player will be a native service from Twitter, it will not be supporting videos from other channels such as YouTube.

“In order to provide the best experience for the user we require that all videos be uploaded and hosted by Twitter. The same video that was uploaded to YouTube can also be uploaded to Twitter, but you cannot reuse the YouTube URL with the Twitter video player,” said Twitter in a statement.

Curious about how this new Twitter plan will turn out? Although the page is restricted at the moment, here’s the URL to look forward to just to give you an idea: http://video.twitter.com.

Watch out for new digital marketing trends

As the anticipation about tweetable videos rise since the announcement, new digital marketing trends can be expected to surface on the social media. Twitter Video Player may be used by marketers to establish brand presence on Twitter through videos. Although the new service will be advertiser friendly, Twitter might not allow third parties to sell access to the Video Player, or to embed other advertisements, sponsorships, or promotions on it.”

This year, videos are seen to be a big thing in the online marketing industry. With different video player tools across the web such as Facebook and YouTube, we can expect more sophistication in different video channels online. While videos are increasingly becoming popular in different video playing portal, YouTube is not likely to be overthrown as a dominant player in the online video industry in 2015. Although, it is quite interesting to figure out how Facebook and other channels will step in to attempt to rise in the competition.

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PUB SG: Learning Video Production in Singapore

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PUB SG’s video production in Singapore

In its aim to widely impart its vision to ensure Singapore’s water supply stability, PUB Singapore is actively educating people concerning water sustainability by getting them involved in the process through educational videos.

IH Digital / PUB Singapore
IH Digital / PUB Singapore

With today’s increasing audience over the social media sphere, videos can be tagged as one of the best medium to deliver clear and striking messages. With a strategic approach from capturing the audiences’ attention through branding to the proper execution, an effective video production in Singapore can be achieved. In June 2014, PUB Singapore – with support from IH Digital as its trusted digital agency – has finally laid out a newly revised YouTube channel following an up-to-date strategy covering a revamped layout, design, video titling and tagging.

The game plan targets increased searchability and SEO for the YouTube channel as well as each video. To do this, IH Digital helped in retagging and retitling of all existing 140 videos, establish presence in Google+, restructure the YouTube channel layout and revamp the channel art design for the YouTube page, among others. These actions were well-researched and strategised by IH Digital’s social media strategists prior to implementation. Additionally, IH Digital ensures that all steps positively impact the objective by continuously providing support in analytics on a monthly basis.

IH Digital / PUB Singapore YouTube Channel
IH Digital / PUB Singapore YouTube Channel

Since PUB Singapore’s rebranding efforts, it has quickly made a mark in the social video realm in a few months’ time. In less than three months, the YouTube channel is seen to be progressively and positively growing!

With an aim to effectively increase awareness about the value of water among the people of Singapore, it is significant to hold their interest to the topic. On this purpose, PUB Singapore’s YouTube channel has quickly succeeded in as early as the initial phase of revamp. During the last three months, the Estimated Minutes Watched (total of minutes of videos watched) is seen to have increased positively – which goes to show that users’ interest are correspondingly increasing. Likewise, the total number of subscribers went up from 269 in June to 408 in September.

Why was the social video effort deemed effective even in the early stage? Because the objective of educating people about water sustainability is finally happening as seen apparently through the figures in the last two months – wherein the number of Likes on videos has consecutively increased since June. This implies that the increase in the number of subscribers and the number of views might have boosted the users’ interaction within the content – which is essential for PUB Singapore to gain momentum through social videos. But it certainly does not end there. Continuous efforts are underway to improve figures and eventually reach its ultimate goal – to get people involved in this awareness initiative.

What is expected in the following months? PUB Singapore YouTube channel is envisioned to improve further in the following months in terms of audiences’ interactions, views and subscriptions. With the success of the initial phase, it is interesting to observe how successful it can become once the laying out of the cutting-edge video contents following a new strategy is finally implemented in the next few months.

Visit PUB Singapore YouTube Channel: sgPUB