SPECIAL REPORT IN JACKSONVILLE BUSINESS JOURNAL
For digital media, 2016 may be the year of video.
Facebook has changed its platform to put a higher emphasis on video, including launching its live stream feature to increase native content. Meanwhile, Twitter is building upon its live video offerings after last year’s purchase of Periscope, and Snapchat is becoming a more im- portant part of the advertising land- scape.
All of that has led Jacksonville companies seeking to build their brand and business to turn to video production and multimedia consultants for help.
“Our business is growing because we can adapt to what the customers want,” said Ray Hays, president of PRC Digital Media in Jacksonville.
Hays said his company has seen an increase in businesses looking to put video con- tent on their website.
“I approach it from a storytelling perspective,” Hays said. “The messages have not changed, but the delivery system has.”
In many cases, a short, well-made video can capture a website visitor’s attention better than any other kind of content, said Micha McLain, founder of Multiverse Me- dia Group in Jacksonville.
For one of his clients, a 60-second video was four times as effective in creating con- versions—or visitors who took action on the website—than in just having text on the site.
“I have yet to see a case when video did not make economical sense,” McLain said. “Every case where we’ve used video marketing, our customer has gotten a very clear and high return on investment.”
That ROI comes in part because technology has made it more affordable than ever to make video.
Combined with other forms of online activity, like a strong website or social media presence, having an impressive video campaign can be a huge boon.
Youtube is the second most popular search engine—more so than Yahoo and Bing combined. It not only benefits from Google’s search algorithm, but it also populates videos high up in Google searches, McLain said. So a company with a strong video, social media and web presence can organically populate the first several spots of a Google search.
“Then, you get organic domination,” McLain said. “You capitalize on the first three to five spots on Google, because 60 percent of traffic goes to those first three spots.”
Of course, a customer can see through if you’re doing video just for the sake of do- ing it.
“It does need to capture the attention of viewers,” Hays said. “You can’t just do everything on the web without a real, strategic plan. We have to let our customers make sure their web presence is part of bigger plans.”
In many cases, Hays said, the internet can both help and hurt a company—especially when it comes to video, when companies might be tempted to make an eight-minute amateur video with no real content or message.
“There’s tremendous opportunity out there,” he said. “But like any other public fo- rum, you have to think how is it representing you and how do you want to be seen.”
Because in the case of video for online marketing, Hays said, you only have just an instant to make a good impression. “You have to hook them in the first six seconds,” he said, “and deliver your message in under 90. You have to make it so if they want more information, it’s another click.”
Written by: Jensen Werley
Jacksonville Business Journal