The Key to Capitalizing on Online Video Trends

From Forbes:

Software is eating the world and video is taking over the internet. According to Cisco, video will account for 80% of all internet traffic in 2019. Any savvy marketer or business executive should be incorporating video into their business strategy. Companies in a wide range of industries are using premium video as a means of winning a market, and they’re driving consumer engagement and revenues in the process.

To see the seismic shifts in video, look no further than the cable and television industry: Streaming video is the new TV. More and more people are cutting the cable cord and watching instead through online platforms. Direct-to-consumer models have taken over and made it easier than ever for viewers to get the content they want anywhere and on any device.

Video is also dominating when it comes to brand engagement and marketing content. One report found that 79% of consumers would rather watch a video than read about a product.

Link to the rest at Forbes

PG would be interested in hearing about successful video marketing by indie authors. Feel free to comment/provide links, etc., in the comments.

12 thoughts on “The Key to Capitalizing on Online Video Trends”

  1. One fantasy author, Garrett Robinson, built a large following with his commentary on superheroes, but said he discovered that they didn’t buy books — or at least his books.

    He started over with a YT channel focused on writing, and combined that with a Patreon account. He now has 5.4K subscribers, but only a couple hundred views per video.

    “Writing with Jenna Moreci” on the other hand has 165K subscribers, and can get between 5K (unboxing video) and 80K (10 worst kinds of readers). She has only 2 books and her ebook’s ranked 112K on the Zon, which is not bad, but not very good, either.

    It seems to me the author needs a video channel with material that intersects with the type of books they write. An easy example is Mark Dawson selling his publishing course through his Self-Publishing Formula podcast and YouTube channel.

    The downside is that video is easy to film, but difficult to get the sound and pictures right. A good editor can help, but that gets pricey.

  2. I may very well end up being the only naysayer here, but I’ve never understood the whole ‘video trailer’ thing. Who in the world honestly believes people watch a video online and then rush out to buy some book it’s pitching? We deal in words, people, words displayed on a screen or printed on a page. People who like watching videos online are very unlikely to be big consumers of words, too, at least not consumers of words who buy a lot of books.

    The cost of producing a quality video promo for a book is very high. Do the math. How many additional copies will you have to sell just to break even on it? A thousand? More? Forget it.

    Full disclosure: I’ve never watched a video promo for a book, never wanted to, never even been vaguely tempted.

  3. Video curmudgeon here, I can’t stand listening to someone yammer away about something in a video, that may or may not be well-produced, when I could read about whatever they are trying to sell me in one tenth the time.

    It is also all too evident that a lot of these videos are done by people who find it easier to talk than to write but can’t be bothered to hire someone with a decent speaking voice, let alone script writing skills.

    I keep reading about the death of written content, but the original post as well as PG’s take on it are, surprise, presented in writing rather than video format.

    • Agree so much. I don’t know if I’m typical either, but I have a couple of problems with videos. First, I often do my surfing in about 5-minute intervals while I’m waiting for something else to get done. Second, I like to listen to music while I do so. When I run across a video, I have to either turn off my own stuff and commit to doing nothing but watching for as long as the video lasts, or just forget about it and find something else. Usually I choose the latter.

      I’m also skeptical about that “80% of all traffic” stat. I have three questions:

      1) Is it raw data or information content? I.e., does it account for the fact that an article is about a thousandth of the space than a video of someone reading the article.

      2) Does it include the auto-play videos that now infest the internet that no one actually wants to watch but everyone is stuck having playing in the background anyway?

      3) Does it include porn?

      • All of this. In my media days, I vaguely recall metrics that indicate that unless a video is short and sweet and on-point, people don’t watch them. But Corporate demanded we set videos to auto-play on our site. I can’t stand autoplay, since I’m usually listening to music, and don’t want the video to interfere with it.

        Of course I used an ad blocker, and had sharp words with the publisher about why. They talked about getting around adblockers by putting the site behind a paywall. Silly rabbits, those tricks are for kids. And I notice they still haven’t gone with a paywall, more likely because a close competitor would have to go along with it, too, and the competitor wouldn’t. Imagine ISIS and ODIN having to collude together 🙂

  4. Well, I gotta disagree, based on my own consumer experience. Now this goes back to the 70’s when I was a teenager. Not once, but twice I went to my bookstore to check out novels that were advirtised on my local NYC TV station:
    – The Main by Trevanian, and
    – The Boys In The Mail Room.
    I purchased each book, and really enjoyed other books by Trevanian (Shibumi stands out. It was that good; I read it only once but can recall a fair bit of it. The guy could write)

    The commercials (I saw them about a year apart) were REALLY short, maybe only 15 seconds, maybe 30, but they were enough to get me to check out the book in question.

    Now do I do it for my stuff? Nope. Production’s a real PITA, and I’m too cheap to farm it out. Maybe down the road, but then it would have to be a FB campaign I suppose.

    Bottom line? For me, I’ve bought several books b/c of commercials/videos. Just not recently.

    Now having read this comment again… hmmm… maybe I oughta put something together.

    • So twice in the course of over 40 years, you’ve been intrigued enough by a video ad for a book to go check it out? I’m not certain that’s actually an endorsement for the advertising method.

      • Errr… more like the only two times I saw a commercial for a book I bought it? My glass’ half full.

    • Wow… haven’t thought about Rod Whitaker (Trevanian) is a couple of decades. He was one of my RTF/film profs at U.T. Austin. I believe he was writing “The Eiger Sanction” while he was lecturing to me. A cool dude. And short, as I recall.

  5. The comments have reflected my general take on video book promos. I tend to be a guy who wants to consume words because I can read faster than people can talk.

    Production values are also very important in the overall impact a video has on me and experience in a long-prior life as an advertising executive educated me on the cost and time involved in creating video people would watch even if they thought they didn’t want to do so.

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