How Video Marketing Is Becoming More Participatory (And How It Can Work For You)

Snapchat Marketing Can Be Participatory The goal of every marketer is to engage the viewing audience. One way that participation can help boost video content engagement is through Snapchat’s branded filters. Much like Snapchat’s branded filters, live video is a boon for marketers because it creates real engagement with users. The company announced this week that they will be offering new mid-roll video ads, which will run interstitially, in the middle of publishers’ videos. The revenue generated will be shared between Facebook and the publishers themselves. Including the ad as a break in the original video (as opposed to immediately before, or pre-roll) will allow brands and publishers to get a more complete sense of user engagement. It remains to be seen how users and publishers will react to the mid-roll ads, but there will likely be major revenue opportunities for businesses of all sizes and industries along the way. This technology allows the viewer to drag the screen in different directions to simulate looking around at all angles, much as one might do in real life. As we already know, AR and VR have been heralded as the next big thing in content marketing for some time. There’s nothing new about video marketing.

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As we enter the new year, it’s hard to overestimate the importance of video marketing. With so many new video platforms and technologies available to audiences, marketers have to keep their fingers on the pulse of emerging methods and tools. Otherwise, they’ll be left wasting significant marketing dollars creating content that’s too dated – in content, form, or both – to find its desired audience.

Most social media companies are actively promoting the creation and sharing of video content on their platforms. They do this by embracing new technologies like live and 360-degree video (more on this in a bit), or by tweaking their algorithms so that video content is seen by a higher percentage of active users.

Snapchat Marketing Can Be Participatory

The goal of every marketer is to engage the viewing audience. One of the best ways to accomplish this is with participatory content. Participation can take many forms: contests, surveys, and live events all included.

Video Marketing Snapchat Branded Filters
Video Marketing

One way that participation can help boost video content engagement is through Snapchat’s branded filters. Snapchat filters are graphics superimposed on top of photos or videos taken in the app. Some are simply tacked on top of the original image while others alter it completely, even modulating human voices. To cycle through the different filter options, the user simply scrolls left and right on the camera screen. Some filters are mainstays, while others exist for just a limited time.

Branded filters belong to the latter category and are often tied to a specific event, like a movie release or product rollout. It’s a pretty remarkable opportunity to engage users, considering you can literally get them to wear your brand on their face as an emblem and send it to their friends.

Live Video Is Lit

Facebook rolled out its live video feature, Facebook Live, in December of 2015, but it didn’t get a chance to really make its mark until spring of this past year, when Candace Payne, AKA “Chewbacca Mom,” gave us all a much-needed belly laugh.

Facebook Live isn’t just for lovable moms in Kohl’s parking lots, though; it’s proven to be an extremely effective video marketing tool for brands of all sizes and industries. Much like Snapchat’s branded filters, live video is a boon for marketers because it creates real engagement with users. Whereas Snapchat’s filters build engagement via visual attachment, live video does so through its intimacy. Watching it feels like a real performance, one that wasn’t curated or edited in advance.

Facebook Live
Facebook Live

Also, viewers can actively engage with the person on video with Facebook’s (also relatively new) full arsenal of “Reactions.” Whenever a viewer clicks on one of the Reactions (Like, Love, Haha, Wow, Sad, and Angry), they are represented by icons temporarily floating up through the video itself.

Considering Snapchat has held the majority…

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