According to Statista, in the United States, 25.2 percent of internet users blocked ads on their connected devices in 2018. This number is expected to grow to 27.5 percent by 2020. This will thereby pose new challenges for marketers for whom, informing customers about their existing or new product line is a critical means of success. Therefore, in an era where people prefer real substance over an advertisement, the function of content marketing has become rather important.
Content marketing is a marketing strategy that uses apposite and valuable content to attract and acquire customers, with the purpose of driving profitability. Brands like Microsoft, Cisco, American Express, Lenovo, Coca Cola, Zomato, etc. are using this form of marketing successfully.
For example- Zomato, a digital food restaurants directory, and a food ordering company is considered to be amongst the top brands that have excelled in multimedia content marketing. With its witty yet targeted contents in the form of videos, social media campaigns, infographics etc. the company engages with customers by building catchy thus, sharable posts around food.
To understand its impact further, let’s look at the 3 ways of cracking multimedia content marketing and reaching out to a wider audience on multiple social channels-
1. Focus on Video Content
To understand the impact of videos, let’s look at the below statistics-
- According to Hubspot, 81% of businesses are using videos as a means of marketing which is an increase from 63% over last year.
- Another data by Hubspot, highlights that 78% of the people watch online videos every week, while over a half of them i.e. 55% view them every day.
- By 2022, online videos will make up more than 82% of all consumer internet traffic, as per a Cisco report.
This shows that video is and will continue to play an integral role in marketing. It can be used for the purpose of entertainment, education and even sales. As per research, for maximizing engagement the ideal length of a video on a social media platform, for the entertaining purpose should be 2 minutes.
A successful example of this is the Facebook page of Tasty Food network, which is one of the most popular video channels across sectors, with approximately 360 million viewers a month. The network offers interesting quick recipes and food hacks in a short video format. This has led to an increase in customers engagement through shares and comments.
Companies like Facebook and Instagram too are concentrating on videos and will continue to direct their algorithm towards it this year. Another, advantage of a video is its possibility of grabbing customer attention for a longer time and if done well, it can even become viral. Also, some formats that are gaining popularity are live streaming of videos, shoppable video content that allows swipe-and-buy option after watching an advertisement and 360-view. So, marketers, it is time to keep working on those V-logs, explainer and educational videos, video emails, etc. to get the maximum traction and conversion.
With one part of the world going visual, the other is busy exploring the audio world of Podcasts. As per Apple at WWDC last year, there are over 550,000 active podcasts out there, with the number growing swiftly. Popular amongst both genders, this tool will soon spread wide because of its convenience. As it is relatively less expensive and time-consuming than making a video or writing an article, and only requires a decent microphone and good editing skills to make, companies will soon be using it more frequently. To engage with customers, brands can leverage it in many ways, for example, share their story, give technology hacks with regard to their products and even play interviews of their spokespeople or brand managers. However, when starting, it is important to play around with the duration and format to capture attention and captivate the target audience for the maximum time. It also gives the brand an edge over its competitors as it helps to build trust as well as gain an authority, depending on the information shared.
For example- This podcast is with TechieJack founder Saif on Delivering the Agile way, which highlights a larger subject that helps position the speaker as an industry leader.
One of the reasons for infographics gaining popularity is because the human brain prefers and recalls visual content more over text. As per some reports, visuals are processed 60,000 times faster than regular readable material. Thus, in the time of overloading of content, infographics became the medium of understanding factual and complex data in a simple form. A well-designed and informative infographic that had the capability of being sharable aided in increasing engagement, brand awareness and even posting the brand as an expert.
For example: During the months when air population was at an all times high in India, infographics helped explain the gravity of the situation across the country.
To conclude, by knowing and effectively implementing the above 3 multimedia content marketing tools, marketers can aim to design a campaign that can give their target audience the ingredients they are looking for.