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It’s no secret that paid media is failing. With the rise of savvy consumers and the prevalence of ad-blocking technology, traditional paid media models are simply no longer viable. Instead, brands are increasingly turning to content as the go-to solution for media advertising. Content marketing positions products and services uniquely within informative and entertaining content that a consumer will not only relate to, but also seek out. As they say, content is king.
And if content is king, video is his queen. Content marketing has evolved beyond B2B whitepapers and B2C blog posts driven by SEO. While these forms are still valuable, video has recently established itself as the number one form of content, as brands find wild success with everything from documentary-style brand stories to full-fledged YouTube influencer channels.
While video storytelling is an established trend, the reality is that we’re just getting started. Today, video accounts for one-third of total online activity, and users on average watch 33.4 videos each month. What’s more, nearly 40 percent of online viewers find video ads credible.
Video has a strong effect on the human psyche, so some strategy is necessary to ensure brands select the type of video that best aligns with their goals. With produced content, brands have control over their story, but in a way that feels fresh and alive. It allows them to storyboard an aspirational world for the consumer to get lost in. Live streaming, on the other hand, offers the transparency and authenticity that audiences crave. It’s an effective tool in building trust between the consumer and the brand—the consumer perceives that there’s no advertising trick at play. What they see is what they get.
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