MARKETING AFRICA ISSUE 12/16 | Page 87

Instagram’s Video sharing feature, there is more movement towards real-time video sharing. Instagram allows 3-15 seconds per video while vine allows precisely 6 seconds. Users can now create and share their own videos from their smartphones. Keeping track of Video Analytics The goal of all our marketing activities is to see growth in client base and a return on investment. The deep insights provided by the Facebook and YouTube video platforms now allow you to understand your audience much more unlike before. Having an intimate knowledge of who is watching your video content will better prepare you to deliver content attracting more of that audience. This is how you’ll grow your subscriber base. Through analytics you will be able to determine: Your demographic; Average view duration; 10 second views; Sound on; Sound off; Clicked YouTube Cards, and Clicked Annotations. As a creative, you will be able to understand the numbers that determine your value in working on an influencer campaign. As a marketer, you will be able to know how to present analytic numbers in a presentation. Gone are the days of fluffy sales presentations. Instead, you’ve got to present your numbers in a meaningful way and focus in on the value of your unique channel. The value could come from either watch time or view count depending on the results sought. Use Remarketing Lists in AdWords AdWords is an advertising service by Google for businesses wanting to display ads on Google and its advertising network. The AdWords program enables businesses to set a budget for advertising and only pay when people click the ads. The ad service is largely focused on keywords. Found in adwords, remarketing lists enable creators to push videos to viewers of previously watched videos. You can also target viewers based on their behavior toward your videos. Adwords also allows for custom combinations of remarketing lists to create super qualified targets such as “viewers who have viewed a video but have not subscribed.” When combined with the Google Display Network, remarketing lists are a powerful tool. If you are a creative and your audience is large and growing, ‘‘Having an intimate knowledge of who is watching your video content will better prepare you to deliver content attracting more of that audience. This is how you’ll grow your subscriber base.’’ segmenting your audience will enable you to more accurately capture brand deals and sponsorship opportunities. As a marketer it is important to start creating your lists as soon as possible. The larger your remarketing lists are, the more valuable you become to your clients and to marketing partners. Create playlists based on interest and target user groups, for example, women interested in healthy diets or 18+ who watch gaming on YouTube. These lists may become your income. Social Media Marketing World: Conclusion Video, live video, video ads, and video marketing is one of the most talked about advertising tools now. Video creators and video marketers alike are well positioned to capitalize on the growth of video on social media but should also be prepared to speak with traditional TV producers as well. Corporate brands should embrace the use of video marketing as a large number of people are watching video content now more than ever. The trend is only growing bigger. Joyce Muthoni is the Chief Executive Officer of Viral Gorrrila, a marketing consultant firm. You can commune with her on this or related topics via mail on: [email protected].