Video Hub Next Step In Online Video Revolution01-May-2015 11:33
The rapid changes in online video marketing are taking place at lightning speed. Because of these changes, brands are at risk of losing control over their brand experience. Therefore, the logical next step is the ‘Video Hub’.
Since April 1st, it is no longer possible to add new gadgets on YouTube. A gadget made it possible for brands to differentiate themselves in their own YouTube channel through a unique design (example: www.youtube.com/bmwinederland). Existing gadgets do not go offline immediately; these are still displayed until the end of the year.
YouTube's user-first strategy is the main reason that YouTube stops offering the opportunity to build a unique brand channel. Both technically and strategically, YouTube gadgets no longer fit in the desired universal appeal of the platform.
Brands take second place, and are therefore subject to the strategy pursued by the platform. In addition, YouTube is no longer the only big player in the area of online video platforms. Viewers are scattered across more and more platforms; Facebook, Vimeo, Twitter, Vessel, Periscope, Meerkat, Instagram etc. All these platforms carry out a user-first strategy, which doesn’t reflect the need of brands that take video marketing serious.
To ensure that brands are able to differentiate with their branding, have control over the customer journeys, program their content, ensure brand safety, interact with visitors and offer contextual content around videos, more is needed. The next step in the evolution of video marketing is the video hub.
Video hub is an owned video channel used by brands to show its audience a unique online video experience. The video hub is a place where brands portray their online videos in an engaging environment. The video hub is fully focused on the consumption of video, but enriched with other content to make the most impact and be the most effective.
Brands are in control of their customer journeys, branding, programming, timing and video management. This gives brands the freedom to go ‘all out’. There are no restrictions anymore, and that freedom opens up an array of opportunities for marketers that they can make use of, in terms of creative and innovative video marketing campaigns. Brands are enabled to be much more effective.
Now, there’s no way video related social platforms will come in between the long-term strategies of brands (as recently happened with YouTube). Really, no brand should let that happen (again); you want to have and to hold that control. Having that control over how you design and organize your video hub becomes a certain necessity when you realize that the use of videos on video hubs can increase conversions by 86% *.
So, leave YouTube behind?
Don’t get me wrong; YouTube remains important. It’s still the second largest search engine after Google, and has a huge reach. Both for findability as for SEO, YouTube has an important value, so it is still necessary to carry out a good strategy. Think of the Hero developed by Google Hub Hygiene strategy. This strategy doesn’t necessary need to be applied to just your YouTube channel, but can also be used for your other video channels. However, what is different is the role that YouTube will play in the video marketing strategy. YouTube but also other video-related social platforms are platforms for content distribution and traffic drivers to their own video hub.
Many videos need more than just the video in order to convert and in order to make a memorable impact that improves the brand experience as well. Overloading a video with annotations, ads, cards and other ad forms are increasingly perceived as a nuisance by visitors. Unfortunately, on the present channels these are currently almost the only options for a brand to work towards a conversion or to bring a visitor closer to your brand.
By setting up your own environment, specifically designed for optimal consumption of video content and a valuable brand experience, the brand becomes the decision maker and not the platform. The brand decides where or how the conversion is made and how campaigns are put together and carried out.
Video on own website
I already hear some marketeers saying: ‘I already use videos on my website, I don’t need a video hub.’ Visibility of video is indeed an important part of a good video marketing strategy, whether this is on YouTube, on your website or on your video hub. Just like YouTube remains an important platform, so is your website. However, the consumption of video content requires a different approach. Whether or not to use video content on different pages of your website is a different issue than whether or not to establish a video hub (regardless of it is a part of your website or operates separately).
The video hub takes the place of the external video channel (such as YouTube). The big difference is that the brand itself now defines:
- how videos are categorised, programmed en presented to a visitor;
- how to shape the contextuel environment around videos;
- how to interact with visitors and through what sources (social or others);
- what video sources are used;
- how to use branding around video content;
- how to succesfully run short- or longterm campaigns/channels with powerful landing pages or multi-page environments;
- where, when and how to convert the visitor;
A video hub ensures that valuable content is in its best advantage with an environment that creates added value for the video. The brand is also safe again from misleading and distracting content; there are no competitors and cute cat videos that can distract the visitor from your valued content.
Video is no longer “hot”. It has become an absolute necessity in each brands’ strategy. Take control in own hands; create a video hub.
Clipster reaches out to brands & agencies by providing the necessary tools to take control in hands. With the industry leading video hub creation & management software, Clipster enables brands to create the most unique, inspiring and very effective video experiences that make a memorable impact on their audience.
(*) dmnews.com, 15 digital facts every marketer should know, 2015
Photo used in article: Xeni Jardin + Joe Sabia, shooting Boing Boing Video TV channel for Virgin America's inflight television system. Shot by Eric Mittleman (ericmittleman.com). CC licence. Source: Flickr.com.