Tuesday, April 29, 2014

Social Video Content will help Marketers to keep up with the demanding world of consumer engagement

Singapore, 29 April 2014 – Social Video Lab, an innovative social video marketing firm, announced the launch of its video content marketing services to focus on creating branded and amplified video content for marketers. This video content platform allows marketers to produce, distribute and measure end-to-end social marketing campaigns across the online and mobile marketplace.

In a world that is increasingly social, brand and audience conversations are getting more intense. Conversation is king, and content is the way to achieve results.

Branded content presents marketers with the best opportunity to leverage social
conversation and convert it in their favour. Moreover, it bridges the gap between social marketing, public relations and sales.

Today, consumers are facing more conversations requests from brands, leading to a higher level of advertising fatigue. In display advertising, they have learnt to instinctively screen off what they see as "ADS". This is the same for "video ads" such as pre-roll video advertising.

As a result, today’s advertising patterns have changed rapidly, especially with the
rise of short-form and long-form video content being produced and shared over the last two years in Asia itself.

For example, the statistics from the social indicators stated 70% of the total
population in Singapore is socially active online, with an average time spent each
day to be 2 hours 10 minutes. 49% of the mobile users in Singapore used social
media applications on their phones.

As such, marketers require a high volume platform that will help to keep up with the ever-increasing demand to create and distribute content. It is a pivotal moment for Social Video Lab to move in tandem with the marketer’s demand.

“It is essential for marketers to have marketing strategy around social video content to gain marketplace attention and increase customer’s engagement and loyalty”, said Mr Kenniess Wong, the co-founder of Social Video Lab.

In addition, he also said, “The experts will strongly believe that video content
marketing is more effective than advertising for driving sales. However, content marketing will not be replaced with paid advertising. Social media and brand marketing should be integrated into the video content marketing strategy as it is a
great way to communicate and drive traffic. Consistently producing entertaining or informative quality video content is likely to have more impact on the audience”.

In Singapore, brands are active online and engage consumers well. About 82% of the respondents have followed at least a brand on social media. Video advertising saw the greatest increase in spending among all digital advertisement formats in Singapore from 2012 to 2013. Advertisers strongly witnessed pre-roll format
surpassing it by a 2:1 margin over the next most favored format such as standard display, rich media and mobile display.

Social Video Lab provides marketers many ways to gain social connectivity by
allowing them to implement great content directly from the video platform across a
long-term engagement between the business and the marketers.
The benefits of the video platform encompass :

• High quality, scalable and cost-effective content production Story-rich, brand-inspired, genuine content is produced at a more affordable price than traditional TVCs.
• The ability to predict which content has the most potential to get shared
Maximize the impact of their content marketing strategy by tracking the video
content performance across all online and mobile marketplace.
• A comprehensive paid distribution strategy, with real-time tracking
To get instant information on the ROI of paid and earned media.

The Need for Social Video Marketing
Social video content marketing needs to constantly drive the freshness and the
variety of the content, providing flavours that can resonate in different markets locally and internationally, especially to relevant social activation to keep the brand ‘alwaysgoing’.

The narrative, format, tone of voice and role of the brand needs to be
completely thought to, driven by conversations and engagement.

Video viewers in Singapore were the most engaged in the Asia Pacific region,
accounted for 57% viewing online videos to 100% completion compared with 55% in Malaysia and 30% in Indonesia.

This data-driven approach to content creation and distribution is a must-have for brands who want repeatable and scalable success with social video. The idea of broadcasting a brand through social video is a solid platform. It is more effectively received than a direct brand advertisement. Most importantly, it helps to maximise the ROI.

The measurement of the social video advertising is effective as the advertisers
primarily rely on views (86.5%), clicks (82.69%) and completions (71.15%) in
Singapore. Video-sharing has also become the highest – 82% reach on video
entertainment as compared with music, movie and news.

2014 is the year for social video marketing, and Social Video Lab is to ensure the
best of breed thinking and execution for their clients. Its goal is to bring businesses
and consumers together, and connected through an effective video marketing
content platform.

An infographic video showing some interesting facts, featuring the effectiveness and rise of video format as a marketing and communication tool for marketers.

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