Image Courtesy of GoPro
At Inbound 2016 and thereafter, pundits were predicting that video was more than the next “big” thing, that it would be THE platform for content consumption. We are not only on track for 2018/2019 to be the “age of video marketing on social video," the trending data is bearing that this prediction is spot on. Video is a building block in the fundamentals of digital marketing for the outdoor industry.
It seems like everyone is getting into the action, from production companies to extreme sports stars to everyday people are using drones to capture incredible video content that leaves the audience stunned and memorized. Now outdoor brands have both traditional video and drone video to utilize in brand building.
Many experts predicted that 2017-2018 would be the “age of video marketing on social media” in outdoor industry marketing and the data is showing that they were overwhelmingly correct. Some of the predictions include:
- Internet research authority Kleiner Perkins Caufield Byers projects by the endo of 2017, video content will represent 74% of all Internet traffic.
- Online videos will account for more than 80% of all consumer internet traffic by 2020 (CISCO, 2016)
- According to Entrepreneur, by 2019 80 percent of online content will be video.
- According to data from Syndacast, videos will be responsible for 74 percent of all internet traffic by 2017.
Video has erupted onto the scene with brands and businesses creating more video than ever before – with no signs of slowing down.
Consumers are loving it, too! HubSpot, for example, found that 43% of people want to see more video content from marketers. And that 51.9% of marketing professionals worldwide name video as the type of content with the best ROI.
Hubspot and ReelSEO have conducted some research indicating:
- YouTube reaches more 18-49 year-olds than any broadcast or cable TV network.
- YouTube does all this with just mobile traffic! (The above stat doesn’t include desktop visits.)
- After watching a video, 64% of users are more likely to purchase a product online.
- Conversions may increase by as much as 80% with a video on a landing page.
- Visitors spend 88% more time on a website that includes video.
- The average consumer will view 47.4 minutes of online video per day this year, up 20% from 2016, with the largest gains globally (35%) occurring on mobile, where average viewing times will reach 28.8 minutes daily.
- By 2019, online video could represent 31% of all digital display advertising globally, up from 28% in 2017 and 21% in 2012. In the US, social video ad spend is expected to double for the second year running in 2017 to reach more than $4 billion, accounting for one-third of US digital video and 20% of social media ad sales.
From a sales standpoint, video really helps convert.
Video has been proven to be an effective way to emotionally connect with your viewers and leaving a lasting impression can be the difference between winning and losing business. Drone footage presents a unique perspective on video through high altitude shots of your office, the surrounding scenery, and more.
But what type of content should you consider and where should that video content go on your website? Here are some suggestions from myself and the multimedia team (Tom Burgess and Sam Hull) at Revenue River, an outdoor industry marketing company.
1. Unique Visual Angles for Presenting Your Products
Video provides the opporutnity to give your customers unique and exciting angles and perspectives. You may not immediately notice it, but many recent television commercials, internet content, and even feature films are being photographed using drones because of their unique and exciting capabilities.
Imagine your product being used in the outdoors for hunting, fishing, camping that take place in a scenic locale, or shot through a pine forest by a drone in the air. What is the story you want your customers to see and aspire to in purchasing your product to meet their need. You can use both traditional on the ground video and aerial video. Video is also terrific for showing consumers how to use your products, making it easier for them to make a purchase decision.
Here are examples from ALPS Mountaineering and Mountainsmith
2. Scenic Landscapes Can Be Captured Economically Using a High-Quality Cinematic Drone
The use of drones can create the opportunity for you to create stunning aerial capture of the natural environment of your product being used in that setting. Drone video will allow you to showcase your product in the spectacular outdoors and catch the eye of the visitor to your site with panoramic sweeping views or action sequences captured via the drone platform. The consumers you are seeking to attract and convert to customer are outdoors because of the beauty of the natural settings in which they use your product. Capture, reward and inspire the consumers visit to your websitewith gorgeous views and engaging imagery that shows your product in action.
3. Increase Visits and Purchases
Using drone video to present your product and tell the story of how it can used to create the experience your customer is looking for will grab the attention of viewers. Website visitors are 64% more likely to buy a product on an online retail site after watching a video. In addition, visitors who view videos stay on the site an average of 2 minutes longer than those who don’t view videos (Source: comScore)
4. Show your Support for the Advocacy Projects Your Brand Supports
Consumers today are demanding that companies do more; they should be driven by "purpose" and not just profits. Purpose-driven brands know that the key to successful engagement is connecting consumers to their brand purpose and mission. The most effective ways to do that is to listen, communicate, and build trust. One of the strongest and most memorable ways a brand can communicate it purpose and build trust through a visual experience is to use video. For example:
- Last summer, Mountainsmith Ambassador James Q Martin (in association with Producer, Jayme Dittmar,) completed a 350-mile packraft expedition and filmed the Brooks Range as it has never been seen before.
- REI encouraged us to #optoutside and experience the outdoors, instead of partaking in Black Friday.
- Clif Bar, for example, committed early in its nearly 25-year history to build a culture that puts the ideas, needs and unique interests of its people at the center of how they work every day.
- Patagonia, the outdoor clothing and gear company known for its environmental activism, has teamed up with Google to create This Is Bears Ears National Monument, an "interactive film experience" with 360-degree videos, immersive visuals and Street View maps of the area. Combining Patagonia's conservation and preservation efforts with Google's 360 technology, 10 short films tell stories of tribal leaders and athletes, and why they want you to take action for Bears Ears
5. Site Page Banners
Site page banners are always a great place to leverage video content as it is the first thing people see on any give site page. Why not throw a gorgeous slow-mo montage of drone footage that shows your office on your 'about us' page? It's a perfect place to show off some expert video skill as well as give a real tour of your workspace and give the viewer something to set the scene and connect to your company even more.
Another opportunity is to show your team and your workspace in one shot. For example, fly your drone in front of the team standing in front of your office and then fly it up and out to then show the full building. If everyone is jumping and cheering it will convey a sense of excitement and passion for the workspace, which is a great first impression for someone coming to your site. The example below shows a drone shot of our team members holding the various web development trophies that we have won in the last year, that will be showcased on our web design portfolio page.
6. Intro or Outro Templated Footage for Videos
When making an intro and outro template for a marketing video or video series it is important to have great imagery to use. This is a great place to utilize drone footage. More specifically, you can use scenery that represents the setting of the video or video series.
For example, if I'm shooting an interview series that takes place in our office, I will take some hi-res drone footage of the surrounding area, the exterior of our office, and add some interior office shots as well. This sets the stage and gives your audience a greater sense of the setting to help connect them to the video even more.
7. Social Media Posts
Social media channels are havens for beautiful video content. A lot of the shared content is in the form of nice photos and video footage for the show, but this can be a place to leverage a teaser or a promo video for your video series or any digital marketing content.
You will want to make sure your website is mobile optimized as more and more video is being consumed on mobile, espescially social. More Watch on Mobile
About 7 in 10 respondents now report watching videos on a smartphone – a figure that has doubled in the past 5 years as smartphone penetration has broadened.
In fact, when segmenting the TV and video population into 6 groups, Ericsson ConsumerLab indicates that the “Mobility Centric” group has been the fastest-rising in recent years, and now easily outnumbers the “TV Couch Traditionalist” segment.
By 2020, Ericsson ConsumerLab forecasts that half of all TV and video viewing will occur on a mobile device, with one-quarter overall on a smartphone.
The most valuable type of drone footage for social media efforts is hi-res, slow-motion beauty shots that work as a teaser/promo for another piece of content. If you are not linking to another piece of content then you are only going to see the benefit of social engagement. That being said, if that is your goal for that particular piece, then this is also a very effective way to boost post engagement.
8. Headquarter, Production Process and Production Facility Tours
Many companies like to describe the working environment and how their products are made, but talking about it can only get you so far. Grab your drone and record a fly through video to show everyone how what your culture looks like physically and how you produce your product in an environmentally and labor friendly manner. It can be effective with your team in their workspace, your production facility, shipping facility, placement of your product in major retailers or demonstrating your products outside.
Deuter, USA produced a four part short video series visually describing its history, how their products have been developed, where the products are made, the use of the flower for branding products made especially for women, the people who make the products, its vision, etc. This is a great example of using video in a series format to achieve their goals while keeping each video below 5 minutes.
Ortovox, owned by Schwan Stablio, the same parent company of Deuter, USA has created a multimedia presentation detailing the many individual steps are necessary for turning sheared wool into a high-quality Ortovox product.
Only if all processes are intertwined flawlessly and with high quality-awareness can we create the goods that you know us for. Take a look at the creation process used to create the headquarters tour at Revenue River.
Drones are becoming more and more prominent in today's world, and digital marketing is no different. Drones are great for making videos and you can use these easy applications for drones to enhance your marketing content, connect with your audience, and leverage most video connect on your site where you never thought you could. All the strategies mentioned can help you boost engagement and drive more results from your marketing content and site pages.
You should be utilizing drone technology to build your company’s brand awareness. It’s a unique way to get your name out there and allows your target market to view your company in a new way. The price is right, you’re still able to get HD quality aerial shots for less because there is no need to rent a helicopter or pilot, plus you can get all your shots done in one day, saving you time and money.
As you consider using your drone for outside video, the FAA has recently released an app for your smartphone, called B4UFLY, that is to be used by drone videographers and hobbyists alike, to see if there are any aircraft restrictions within the area you are looking to fly in
If you would like to know more about how video drone footage or regular video content can help kick your marketing content into overdrive give me a shout or book a consultation with the expert multimedia team at Revenue River.