“Facebook Says It Found More Miscalculated Metrics”, claimed The Wall Street Journal. The social network has been exaggerating its video views for several years, leading to skewed figures and increased Facebook advertising revenue. Interestingly, that was reported back in 2016 but it does seem like deja vu now. Then in early 2018, Facebook has USD60 billion wiped off its value following a data leak with Cambridge Analytica, a firm which was associated with helping Trump win the US election forcing Zuckerberg to faced a two-day congressional inquiry.
Not long after that in October 2018, according to a new lawsuit, Facebook is guilty of lying to advertisers, by inflating its video metrics which claimed Zuckerberg knew this as early as 2015 by overestimated average time spent watching videos from 60% to 80%. Now we may argue about the relevance or effectiveness of the Social Network or video to be specific for marketing moving forward, other developments by sources not link to Facebook are a telltale sign for marketers to understand about using video as one of its marketing strategies come 2019 and onwards.
Google, under the Alphabet company, is drawing on its artificial intelligence capabilities to provide smart videos in Google search with a new “Featured Videos”. It plays video as search result showing only parts of the videos that are relevant to your query. For instance when you type in something about what to eat while in Kuala Lumpur, videos of the Malaysia skyline, the Twin Towers or other destinations might show up in this new box.
LinkedIn videos generated over 300 million impressions in one year and earned an average of three times the engagement of text posts. Video marketing has been shown to boost revenue across social platforms as according to Aberdeen Group, brands that use video marketing grow their revenue 49 percent faster than companies that don’t.
On the other hand, YouTube reported the total number of monthly active users at 1.9 billion, 5 billion number of videos watched per day, 500 million mobile YouTube views per day with 80% of its users come from outside the U.S.
Being a company that is invested in video marketing as the core business, we are reassured that a lot of exciting opportunities are still going strong for the platform judging by the recent Content Marketing World conference. About 3500 industry practitioners and marketers shared about what the future holds for them and discussed what makes content marketing success in 2019—we can safely say the video is still brimming hot. Cisco reports, in 2019, the video will represent over 80 percent of all Internet traffic, and for the U.S. alone it will be over 85 percent. A tremendous opportunity for growth for other countries especially in Southeast Asia. As for Apple, it reportedly set aside more than $1 billion for original video content. Talk about commitment to a platform.
Brands getting into video now need to think big and move quick. Decide how video best fits into your overall content strategy, amplify that marketing, test then re-apply. Just like most marketing, when your competitors are pulling the brakes, that’s when you could leverage on your lost ground especially when you are the challenger brand. Going big and quick needs cohesive strategic planning lest you stand the risk of crashing the brand. Working with a strategic video marketing partner can help identify with the right marketing funnel which could alleviate many headaches and frees up business owners to concentrate on building their business. This is why at Supervideo, we have a team of creative people working tirelessly to help business strategize, plan, create, shoot-produce, and optimize for specific and customized videos for business. And just in case someone asks about the video for 2019, you could point them to us.