What are the essential strategies that brands should know?
If you are a beginner in video marketing and new to video marketing and advertising ecosystem, then the only big thing that tingle your mind is to go for long-form video or short form video content for your marketing.
Yes, this is the most common experience to the new video marketers to brands.
Lets us explore the things in detail
Online video advertising and marketing was has been since from years with new modifications and new technologies with new practices were implemented and made several changes in video marketing ecosystem.
Online video market will definitely grow in future too as the advertising inventory was increasing and audience love to watch the video content all the time.
Myth on long-form video content
Many people think that short-form video content is ruling the world as the audience just likes to watch the video content that is within two minutes or so. But, it is not a right prediction and estimation because the audience is also consuming the long-form video content.
Yes, according to the recent survey reports, it is revealed that people are showing their interest in long-form video content over short-form video as the viewing behavior of audience were gradually changing and this is the reason why social networking platforms like Facebook is focusing on the long-form video content.
Which length is considered as a long form and what are other forms of content terminology?
Marketers often termed as a short form and long form content in their marketing guides and other materials. Yes, generally they are termed as three forms.
The first is short form, means short video clips, music videos and other web content which lasts within five minutes span.
The second one is mid-form content; it generally consists of web series and other extended video clippings, interviews etc which lasts 20 minutes in length.
Finally, the long form video content which is linear TV shows, live streaming videos, sports events, brief explainer guides, films etc which exceeds over 20 minutes in length. So this is what we are discussing about in this guide.
Impact of long-form video content in present video ecosystem
According to the recent reports, it is revealed that more than fifty percent programmatic video views are acquired from the long form content. More than 40 percent video ad views are noticed with long-form video content.
The growth was continued this year too and was predicted to continue further.
Brands must step ahead in creating long-form video content
Brands must not step back in creating the long-form video content due to myths of lacking views and leads.
Long-form video content can be a perfect way to enhance your brand presence as well as to maintain good relation with your consumers.
The art of video creation lies in conveying the ability to make your audience watch your video content up to the last second of your video matter for your success. So, what you need to know is how to create better long-form videos to reach your audience.
Short form video engagement was dominated today with long-form video content, and it was same previously, but brands neglected to go for the long form.
For example, Brands and marketers used to make playlists on YouTube platform with a series of short video clippings right.
What form of content are those playlists called? Yes, the power of long-form content was just unnoticed due to the myth of low engagement levels, but it can help you to build loyalty, trust and honest impression on your brand from your audience.
Long form video growth drivers and best practices for brands and marketers
Choose the right subject
The first thing that brands must remember is to choose the right subject they want to convey through long form video to their audience. Because long form video can drive the best traffic but it must be crafted in a better way to get the things done in your way.
So always choose the right subject basing on your strategic plan.
Good story telling
The long form video must connect with the audience and it must keep your audience at the center of the subject.
The only it can be an engaging content for your brand. Yes, go with good story telling about your product or brand or some useful information.
Live video
Edit the saved live video for your audience who missed your live videos session.
Make good editing in order to make it more interesting to your targeted audience.
Active your audience
Cheer your audience in your video flow to make them continue watching with curiosity and excitement.
Conduct contests in the middle in an appropriate way so as not to disturb the flow of your story telling.
Make how-to and unboxing type of videos in detail
The audience likes to watch the product and its usage completely till the end.
So make it interesting by adding some humor and good music to your video. Make sure you have good video quality and sound output as they play a key role in your video success.
Promote it
Video promotion is very important whether it is a short form or long form.
Yes, utilize the social media platforms and blogs. Embed the video on your website and blog. Write a quick description in your blog about your video.
Add a good call to actions and annotations to your video and don’t forget to optimize your video for search engine results.
Finally, long form video can grab you the best search rankings and build a good community for your brands and marketers can get good leads if it was implemented with a clear strategy.
How to Use Google Cloud Video Intelligence for Video Content Analysis
Google Cloud Video Intelligence is a video content analysis tool. This extracts metadata from the video and is capable of separating signals from noise to obtain relevant information from the video. According to Google, this is the first of its kind.
Google Cloud Video Intelligence can easily search and discover video content about entities inside any online video. From the Google cloud storage video collection, it can find all the shots containing the entity you are searching for.
Google Cloud Video intelligence makes the video content searchable.
The user can find what the video is about and find and also find if there is inappropriate content in the video. The main features of this are the label detection, rationalisation and it is integrated with Google Cloud Platform in multi languages. Developers will now need machine learning or computer vision knowledge to extract insights from videos.
If you have a big video catalogue, you can understand the content better with the help of cloud video intelligence.
Video intelligence can also determine the scene changes in a video and also assign labels to the individual shots. It also detects adult content.
The adult content detection and shot detection and labelling are coming for a price but Google Cloud Platform users can utilise these services for free for 1000 minutes of videos they upload. The videos are put in the Google Cloud Storage.
Google cloud storage video intelligence supports MOV, MPEG4, MP4 and AVI and other formats.
The features of video intelligence are interesting. Label detection helps this way – If your video contains entities such as dog, flower or cat, video intelligence can help you to detect their entities.
SafeSearch detection is another feature of cloud storage video intelligence. It detects adult content in the video.
It is done on per frame basis and only visual content is considered and not audio components of the video. However, ‘the accuracy of SafeSearch predictions is not guaranteed by Google’, as said on their site.
Label detection is free for first 1000 minutes of video for Cloud Storage users.
From then onwards, the price is 0.10 dollars per minute. Shot detection is also free for first thousand minutes and then it will be 0.05 dollar per minute or it is free with label detection.
SafeSearch detection is offered free for first thousand minutes and then it is 0.10 dollar per minute.
To use Google cloud storage video intelligence first you have to enable Cloud Vision API. In the cloud platform console, go to Projects page and select to create a new project.
Then enable billion for the project. Enabling the billing depends on whether a new project is being created or the billing is re-enabled for existing project.
Choose the billing account that you want to link to the project if you have multiple accounts. If you do not have a billing account, then you must create one by following the instruction in ‘Creating a new billing account’.
Billing can be disabled for projects if it is temporarily disabled. This is done at Cloud Platform Console.
Go to Project list, select the project and open Billing. Click on Link a billing account and then select an account. The next step is to enable video intelligence API.
User-generated videos are being uploaded to social marketing campaigns.
Companies encourage consumers to do so to use them for contest submission and testimonials. These videos need to be processed which requires considerable resources.
Cloud video intelligence offers a scalable and serverless way to do video filtering and the submission processing can be accelerated.
To know more about this visit: www.cloud.google.com/video-intelligence/
