Video player shown on computer screen with Iggy Vision poking his head over the screen.

Online Video Streaming is Changing the Industry

Best Practices for Videos Online are really important today. It’s no secret that the last two years have changed our lives.  What many have not realized is how our media consumption habits have changed. As audiences change, so must the industry. One of the most evolved industries is in video marketing.

In the last two years, online video watch time has increased by 34%, while traditional TV watch time has fallen by 5%. This may be unsettling for the television industry, but not for marketers. Video marketing allows us to reach more targeted audiences, increasing ROI– for less.

Take it from Google, everyone’s favorite search engine and the figurehead of the internet.

Google’s ‘ABCD’s’ of Video Marketing– Best Practices:

These days, video creation can be daunting. Pushing your content to the forefront of the audience’s minds is especially difficult. Google’s ‘ABCD’s’ of video marketing’ will make sure your video gets the watch-time it deserves.

Attract:

 Before the boom of online content, video creators used the “start-high” strategy.

Familiar faces and unique creative styles are sure to draw attention to your video and

Brand:

Consider your marketing objectives. This will determine when it will be best to introduce your brand to the viewer. If you are looking for ad recall? Your brand should be identified immediately and repeated often throughout your video.

Keep in mind that videos with this goal in mind tend to be more short-form, lasting only a few seconds.

Let’s say your goal is audience consideration. Google suggests letting the audience engage with your video before introducing your brand.

Unlike ad recall, ads with the goal of audience consideration have a much longer duration. These videos tend to resonate with the audience on a deeper level. This extra time makes them more likely to take action after viewing your ad.

Connect with your audience: 

Don’t be afraid to experiment with humor or emotion. These help the audience connect with your content on a personal level.

Break the fourth wall, acknowledge the audience. Resonating with the audience on a personal level helps them to remember your message.

Google also stresses the importance of audio and video together.  Videos are best received when they are both seen and heard.

When to use Long-form and Short-Form Video

Use short-form when completion is the goal.

Short-form video works well on non-skippable platforms. These videos are anywhere from 15 seconds to 1 minute in length. Think Hulu or Peacock, for example. These streaming giants use short commercial breaks engage and advertise for their sponsors.

This type of ad will inspire audiences to direct their attention from your ad and to your website to learn more.

Short-Form video platforms have gained massive popularity over the years. You might find success on TikTok if you feel that short-form is right for you.

Use Long-Form to emphasize story and entertainment.

We all know that creators must earn their audience’s attention. The challenge for long-form video, or videos with a duration of over 5 minutes, is keeping it. This style has an emphasis on story and entertainment and causes fond remembrance.

This type of video works best when marketers are committed to data analysis.

Thanks to the prevalence of algorithms, much of the hard work is done for us. Remember that viewers are not willing to engage with content that doesn’t interest them.

Google encourages us to “Think in Beta”– embrace the testing processes.

Remember that audiences are inundated with video. One arc is not enough to keep their attention. The “Heartbeat arc” is especially crucial in long-form video. This term describes an arc that employs bursts of excitement. Rather than one climax, it keeps the audience on their toes.

Choosing the Best Platform for Advertising Content

Text, "Where do you host your videos?" hand with red pencil pushing play on icon

YouTube

YouTube is easily the most popular video platform offering free membership. It targets audiences using algorithms and matches your content with relevant channels. Also, if users allow, YouTube can show personalized ads based on internet history.

Content that lives on your YouTube channel is subject to advertisements as well. Your competition might get in front of your audience before you do. This could impact your reach, but not for the better.

Wistia

This is a lesser known, but revolutionary site built just for marketing. Wistia partners with several automated integrations to ensure no data goes uncovered. Users find that this is also helpful for time management.

Speed and video quality are paramount at Wistia. Beautiful video is not limited to your desktop. Wistia allows for transition from desktop to mobile, with no additional formatting needed.

Video lives on its own page with no distractions from your content. Wistia offers customizations to match the branding for your own site.

Vimeo

Like Wistia, Vimeo allows for video on it’s own page and allows users to create a fully customizable home page. Vimeo refers to your homepage “like your own Netflix page”.

Vimeo also allows users to record video with onboard recording software. And makes hosting virtual events easy for hosts and accessible for customers.

Accessibility Best Practices in Video

Accessibility is more important now than ever as online video becomes more and more popular.

Accessibility of video on website, sight impaired woman in front of computer

Up to 85% of video is watched without sound, decreasing the effectiveness of content greatly. This is  one of the reasons why all three platforms have options to generate closed captions.

Studies show that not only do captions make video more comprehensible for those in the Deaf and hard-of-hearing communities, it also increases the chances that audiences will remember the content more clearly.

When it comes to video communication, posting can be rather overwhelming. But with these simple tips, you can take your content from good to great. Did we miss your favorite video platform? Let us know what your favorite is in the comments below.

Additional Reading:

How to Create Engaging Video Marketing Content

4 Reasons Why You Should Use Video in Your Marketing Strategy

TikTok as a Business Platform – Technology Trend 2022

What is Live Streaming? – Technology Trend 2022

Companies must do their absolute best to be ADA Compliant in 2022. In both physical locations and online, ADA compliance is the law. Let’s look at the many reasons your company should adapt to be more inclusive.

Let’s look at the many reasons your company should adapt to be more inclusive.

ADA Compliance The American Disabilities Act (ADA) was released by the Department of Justice released in 2010. Following the release, new standard requirements came for companies that have websites.  Today, companies are expected to bring their websites up to code for people with disabilities so that their websites can be accessible for all users.

How Many People in the World Have Visual Impairments?

Quote "Globally, at least 2.2 billion people have a near or distance vision impairment." from the World Health Organization

Here are the statistics found on World Health Organization (WHO) website. “Globally, at least 2.2 billion people have a near or distance vision impairment.” Visual impairments the WHO breaks it down in the following ways.

The WHO concluded that 1 billion people have moderate or severe distance vision or blindness. It is interesting to note, that they are not including color blindness in this scenario. 

When it comes to digital platforms, color blindness is also be a consideration for color contrasts.  According to the Colour Blind Awareness Organization

ADA compliance for color blindness, does your website pass the test?

Color blindness (colour vision deficiency, or CVD) affects approximately 1 in 12 men (8%) and 1 in 200 women in the world. Worldwide, there are approximately 300 million people with colorblindness, almost the same number of people as the entire population of the USA!

https://www.colourblindawareness.org/colour-blindness/

Hearing Impairment Worldwide

According to WHO there are more than 1.5 billion people today living with hearing loss. That is almost 20% of the world population. Over 430 million humans have hearing loss that qualifies as “disabling hearing loss.”  By 2050 they predict that more than 700 million people could have disabled hearing loss.

Closed captions can play a big role in allowing those with hearing issues because impaired user will have more access to digital information. Everyone should make sure they are producing media that is inclusive for those with hearing loss.

Does Google rank your site better if you are ADA compliant?

Google has shifted their focus towards rewarding websites that provide good user experiences for all users.  That includes ADA compliance. We know that Google is considering accessibility in their search rankings.

“Our UX Researchers work with people from all backgrounds and with a variety of abilities in order to understand what matters to our users in their daily lives. Based on these insights, we aim to design products that are inclusive and consider the needs of all users.”

Google

Google launched a global initiative called “Google Impact Challenge: Disabilities.”  This program focuses on ways to program and use emerging technologies that increase independence and opportunities for people with disabilities. 

What Laws Should You Consider in the United States for ADA Compliance :

The Department of Justice (DOJ) handles enforcing ADA compliance issues. They have been very clear on their stance. Websites that offer goods and services to consumers should aim to be ADA-compliant.

Conclusion:

Did you know that 1 in 4 people in the United States (about 61 million adults) are living with a disability?  Today, designing your digital space with accessibility because it is smart business. It extends your reach to future customers.  It is also the law. More companies are getting hit with complaints so it is important to try and be as compliant as you can to avoid potential lawsuits. 

It is time to re-imagine your digital footprint including your website.  No website is ever “finished.” Your website is a living document designed to change over time. 

At Innovative Global Vision aims to provide solutions for innovation and inclusion. This is a big initiative we have in 2022 and beyond for all our clients. Contact us today to see how we can help you bring your website closer to ADA compliance.

ADDITIONAL READING:

4 Ways to Improve Your Website Accessibility

Understanding the latest social media platform to hit our smartphones is the first step to expanding your reach.

What is TikTok?

Using TikTok for Business

TikTok was born after an unsuccessful 8 year run as the digital platform Music.ly. The developers rebranded and relaunched the digital platform in 2017 as TikTok. The social media app for discovering, creating and sharing short video content. It has become one of the fastest growing social media platforms. TikTok now reaches over a billion users in less than four years.


The most viewed genres on TikTok include pranks, stunts, comedy, dance and entertainment. A unique characteristic of TikTok is the ability to reach an enormous audiencee. What makes TikTok so successful, is the algorithm with an accuracy more than those of platforms past.


According to TikTok’s about page, each user has a personalized feed. Each feed is populated based on their interaction with content presented to them. The more a user interacts with their feed, the more it reflects each user’s unique preferences. When a user skips a video or left with no interactions, it disappears from a user’s page. There is then almost no almost no way to find it again.

The more interactions a video receives, the more likely it is that that video is boosted to the top of others’ pages.

Is TikTok Right for My business?

TikTok could be right for you if your marketing content fits into any of the above categories.  If you are still not sure, consider the following:

Most of TikTok’s Popularity Comes Courtesy of Gen-Z:

They make up the largest portion of the TikTok user base. The rest of the user base seems to follow suit with over 60% of users falling under the age of 49.

TikTok for Business graphic with stats on TikTok

Names like Addison Rae and Charlie D’Amelio dominate the platform with their dance and entertainment content. Other content creators follow in their footsteps with the same content in the hope of growing their own following.

Your ideal demographic might not use TikTok as their primary form of social media.

Consider using an alternative social media platform.

Not All Social Media Platforms are Created Equal

Comparing TikTok to Instagram infographic

Instagram, TikTok’s biggest competitor, has a statistically older user base and a more diverse range of popular content. Where TikTok is a more video-forward platform, Instagram is a photo sharing app.

Like TikTok, Instagram becomes familiar with user interests. It can then place advertisements into user feeds. Facebook works similarly, with a more mature audience.

Something that might not be considered is the amount of information that each platform allows its users to publish on their profiles.

Facebook allows their users to publish the most information. Things like business hours, phone numbers, website links, event calendars and chat features make it easy for potential customers to reach your business. Instagram has similar features, but the choices are fewer than TikTok.

More mature social media users tend to appreciate the fact that they can gather almost all the information they need to know about your business in their first glance at your page.

This information is not as readily available when using TikTok. Users are limited to a few characters on their profile. This makes it especially difficult to communicate information to potential customers.

Takeaways

TikTok provides users with a platform to reach large audiences, fast. With a remarkably young user base, the most successful content on the app tends to fit neatly under the entertainment category.

Social media is a useful tool for businesses to reach potential customers. Without social media, businesses wouldn’t have the ability to reach so many new potential customers. Not all social media platforms are created equal. What works for Addison Rae, might not be the perfect fit for you.

What are your thoughts about TikTok as a business platform? Let us know. CONTACT US today

Written By Olivia O.

ADDITIONAL READING:

How To Find Infuencers for Your Brand

The Importance of Micro Influencers in Digital Marketing

What Should You Do With a Bad Review?


As business owners we work hard to provide quality products and services to others. No one ever goes into business trying to do a bad job.  Yet stuff happens. Sometimes there are things that we can’t control, other times there are people that are impossible to please. At the end of the day, the internet can make or break our online reputation. Bad reviews can really cause problems.

What Can Business Owners DO about a Bad Review?

Try to talk to a customer about a bad review

One of the biggest issues many business owners have with social media reviews is that they can’t get them taken down, no matter how ridiculous they are.  Most platforms allow a business owner to write a response to the review, but the poor rating still brings down the total score.  Here are some ideas you can try:

Defamation in the dictionary
Defamation: noun

the action of damaging the good reputation of someone; slander or libel.
“she sued him for defamation”

First Amendment Protected Speech & Defamation of Character?

Any review that contains a customer’s opinions or factual information about your business would be covered under free speech. Here are some examples of content that would be covered under the First Amendment include:

A review that contains lies that directly harm your business could be defamation.  IF the lies hurt your ability to do business such as claims that you cheated them, or stole something, or were not properly licensed to do the work, those claims could be grounds for a defamation lawsuit.

What repercussions do you have with the sites that host the bad reviews?

Believe it or not, you can’t sue website platforms that host bad reviews like Yelp, Google, and others. The reason? The reviewer is protected under the U.S. Communications Decency Act. A quick history of the bill, it was approved in 1996, Congress enacted a major free speech law. In particular the section 230.1 Section 230(c)(1) which states the following:

Internet services categorically are not liable for third-party content, subject to a few statutory exceptions including intellectual property claims and federal criminal prosecutions.

U.S. Communications Decency Act section 230.1 Section 230(c)(1)

Some even refer to this as a stronghold for the First Amendment of free speech. In Section 230.1 it is established that websites are not liable for publishing any content written by a third party. Legally, sites like Facebook, Google My Business and Yelp are all absolved of responsibility of the content of reviews on their platforms. 

Unfortunately, if someone leaves a bad review, as long as the social media platform where the review is posted doesn’t change or alter the content left by a third party, they are protected. Freedom of speech allows individuals to say what they want, as long as they do not say anything potential libel to your business. Unfortunately people can suck. Thankfully, businesses have the power to say what they did to try to make things right, and defend themselves.

If potential customers read the bad review they will also see how you responded to the problem. That says a lot about you as a business owner and often the responses can gain you more customers than losses. It is important to handle these situations with care, and always try to be the bigger person.

What Can Businesses Do After A Bad Review?

There are a few things that you can do as a business to help your review ratings after you get a bad review. As a best practice, you can actually do all of these things to help improve your overall rating over time.

A series of images showing some of the places people can leave a review

LESSONS LEARNED about bad Reviews:

When you get a bad review (and you will at some point) it is important to remember this statement by poet John Lydgate and later adapted by President Abraham Lincoln:

“You can please some of the people all of the time, you can please all of the people some of the time, but you can’t please all of the people all of the time.”

SOURCE

Takeaways from the World of Online Reviews:

No matter what business you are in, the power you have as a business owner is how you respond to adversity. Be the better person and the outcome will be in your favor even if it hurts short term. As long as you truly try to do the right things, most people will see it.

NEED more help with a strategy to get more reviews CONTACT US.

Artificial Intelligence (AI) – Hot Technology Trends 2022

Over the last decade, Artificial Intelligence has come a long way. Artificial Intelligence (AI) is part of everything we do online. From the way we use search engines, voice search, digital advertising, and more. The businesses that understand how the last decade shaped AI, and keep up with the improvements yield the highest results from using the tools.  

Artificial Intelligence is no longer just used for basic tasks like website traffic reports. When use correctly, it can be a powerful tool to connect with potential customers. AI is taking a front-and-center role. 

How Will AI Tools Improve Digital Experiences 2022?

The more the world depends on AI to implement change in our everyday lives, the smarter the technology gets. When it comes to helping businesses, AI is a powerful tool that is making technology smarter, more efficient and driving better results. 

How is AI Changing Digital Marketing? 

Google Trends   Did you know that Google offers a tool that allows you to research keywords and phrases in real time? What if you knew the volume of the search traffic in your given region for a particular topic? How powerful would it be to know what phrases people are using in voice searches? Google has the answers at your fingertips. 

For instance, in the example below we searched several keywords “Artificial Intelligence, “AI,” and “SEO” the results were for search value in the USA from the last 12 months. As you can see in red that the highest searched Keyword was “AI” during this period. The search was also able to establish trends in different regions for the other keywords “Artificial Intelligence” and “SEO.”    Google Trends search on AI

AI for Content Writing: 

More companies are turning to AI to help develop content for their websites and articles. While AI is getting surprisingly good at creating natural speech patterns. However, it is still important to develop a strategic plan to help AI align with your business messaging.  

No matter what AI tool you use, there must be a structured process to great content with AI.  

How is AI Changing the HR World? 

Today, Artificial Intelligence  is embedded into the entire HR employee experience. From the recruiting process, to onboarding, vacation, benefits and employee training, AI provides a way to improve efficiency and eliminate a lot of manual processes for HR departments.  

“AI enables HR teams to extract insights from data and give recommendations in real-time. AI also removes many of the common human biases and inconsistencies in a function that is as sensitive and crucial as Human Capital Management.” CuteHR 

AI is used to scan resumes to identify qualified candidates and more making the labored task of finding the right fit for you company much more efficient. Some however, have argued that while AI can be an effective tool, it is still not advanced enough to make quantitative decisions about a candidate’s real-life qualifications. Thus, while helpful, HR managers tend to still require input into candidate selection. 

Has AI Replaced Hashtags (#)? 

Many popular social media sites use hashtags to identify content topics. For instance TwitterIG, and even LinkedIn encourage users to identify the content they develop with hashtags. 

Today, artificial intelligence has not replaced the functionality of the hashtag on most major social media platforms, it is used to develop newsfeeds for individual users based on their identified interests. For instance, when you sign up for a Twitter account, the first thing twitter asks you to do is identify topics of interest to you. The AI behind the platform then selects the stories or posts that were identified for you based on your chosen interests. 

The reason that hashtags remain an important part of many of the social media sites is that specific events or topics may be more relevant than others. For instance, if a hurricane were to hit the east coast news being added to twitter may include the name of the hurricane and the year as a hashtag. This allows people to search the platform in real-time and find specific information around a particular event.  

Artificial intelligence may provide some of that information to user’s base on geographical location for instance. This is where Local SEO can really improve results in AI. Thus, hashtags and AI are tools that are working together to provide people better access to the information they are searching for. 

AI and Influencer Marketing 

Instagram AI graphic on phoneHave you ever noticed that people tag content as “paid advertising.” In their Instagram or YouTube feed? Many companies choose to pay influencers to promote their products and services online instead of paying for traditional pay-per-click advertising.  

When Influencer marketing introduced, it was much more limited to celebrities and athletes. Today, it is easier to be an influencer online. Think of your favorite fitness coach, or community leader, thanks to social media people with niche followings make great influencers.

Followers are more likely to purchase products from social media influencers because it is much easier to connect someone they might know and trust over a celebrity. The product placements and advertisements tend to feel more relatable and attainable. Because of this shift, many businesses are changing the way they use influencer marketing. Combined with great AI, influencers can reach extremely specific audiences and convert to more sales. 

In fact, there are entire software tools designed to help companies identify potential matches for influencer marketing. For example Tagger is designed specifically for that purpose.  

Tagger offers: 

Different influencers have different target audiences. Artificial intelligence can be used to find your influencers for influencer marketing, watching hundreds of hours of video to find the right fit for your brand, which is important when marketers are investing 20% of their budget in influencer marketing.  

Takeaways from Artificial Intelligence  

The global AI market is expected to reach 190.61 billion USD by 2025 and has a forecasted growth rate of 33.2% from 2020 to 2027.  Today, businesses that continue to utilize the tools will fare better with their digital marketing efforts. AI gives us more tools than ever to spend our digital marketing dollars wisely with more precise targeting and results. 

What will AI do for your business? It is expected that AI will lead to a 26% increase in global GDP by 2030, including a 40% increase in profitability and a 60% increase in consumption. Today, AI is part of our everyday lives and  the faster your company an implement AI strategy into your digital marketing the better. 

Do you need help understanding how to implement AI into your digital marketing strategy? Contact us here. 

FURTHER READING ON HOT TECHNOLOGY TRENDS FOR 2022 

Content Marketing -Hot Technology Trends 2022 

Hybrid Events – Hot Technology Trends 2022 

Voice Search – Hot Technology Trends for 2022 

Live Streaming –  Technology Trends 2022

Content Marketing -Hot Technology Trends 2022 Content creation for your digital marketing strategy has been evolving over the last decade. With advancements in AI, content marketing strategy has become one of the best ways for companies to be found when a potential customer is looking for your product or service.   Today, content marketing refers to creating and distributing content (blog posts, videos, memes, podcasts, Instagram, and Facebook Stories and more) for the purpose of building brand awareness in the digital world. 

The Evolution of Content Creation 

With the addition of blogging platforms like Blogger. Google recognized the need to house created content by influencers in a platform. Users can create personal blogs as a way of reaching a larger audience.   WordPress was originally developed with the intent to allow users to have an elegant, well-architecture and personal publishing system for their content. In other words, it was created to be a blogging platform.  WordPress was originally built on PHP and MySQL coding and licensed under the GPL. Today it is one of the most robust website platforms available.  What evolved from these two platforms is the most powerful tool in building websites today for both business and personal use. Content strategy has evolved with WordPress and Google over the last decade to offer the most comprehensive platforms to reach more people with AI and strategy designed to attract and retain new customers. 

How to Use a Blog for Content Marketing Strategy 

Blog Writing for - Content Marketing StrategyAI has brought content marketing strategy back into focus. While developing beautiful websites that have fast load times and a good flow of information is essential, the content in a website is equally important.  Today, you cannot “build it and they will come” when it comes to your website. AI evaluates the relevance of your website and identifies keywords, phrases, and entire articles of content for relevance in terms of SEO. With improved capabilities, a well-designed website with great content will attract more customers and convert more prospects simply for having the solutions buyers are looking for. 

Voice Search and Content Creation Go Hand in Hand 

As more and more people are using voice search (link to voice search blog) to help them find what they are looking for. Your content must be the solution they sought. For instance, someone might ask Google, Siri, or Alexa “how do you know if you need a new roof?”  The results will come back with results cultivated by Artificial Intelligence and if your website contains that content. Then the search result generate leads to potential clients to your website through discoverable content. 

Featured Snippets on Google as part of Content Strategy 

When Does Google Use Featured Snippets in their search results pages? According to a study conducted by SEMrush, featured snippets are typically presented with search results when keywords and phrases are asked in the form of questions. For example, if someone searches “how to change the oil on a Ferrari” the results may include content that answer the question by giving step by step instruction. Additionally, video results may be featured as tutorials for changing the oil on a Ferrari may be more helpful.  

Google’s Artificial Intelligence also tends to select featured content that includes prepositions and comparison keywords. These phrases are more closely related to natural search than a generic keyword. For instance, your content is less likely to be featured if your keyword is “rock.”  You will be more likely to get featured results with the word “rock” in a context. AI generated better results from phrases than attempts to guess your individual keyword context.   Using the “rock” example, the search results may feature article about “how to start rock climbing” or “Rock music of the 70’s.”  A keyword by itself is not a good indicator for context. When it comes to search results. Thus, the more closely your content aligns with what the user is searching for, the more likely you are to show up with someone who is looking for you. 

SEO and Content Marketing Strategy 

SEO and Content written on paperAs you can see, content strategy should be a big part of your SEO marketing budget in 2022. Here is the important part, it cannot just be any old content, you need a strategy. Good strategy is content that is optimized to take advantage of what the AI and search algorithms search for.  

SEO is not simply plugging in keywords to the back end of your website. AI has evolved too much for that simple task to generate web traffic. Instead, you must develop clickable content that entices potential customers.  Did you know that Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads (Source – Demand Metric) With a relevant content strategy, you should be discovered by more customers and clients in the long run, with more measurable results. 

Takeaway for Content Marketing 

Content marketing makes sense for business. In fact, Conversion rates are nearly 6 times higher for content marketing adopters than non-adopters. (Source – Upland Software ) Every image, video, blog, or website page you upload should be optimized to maximize the probability of being found by search engines.  

Types of content you should be producing in 2022 

It has never been easier to have your customers find you if you know how to create great content for your business. Today, you cannot count on a great website driving traffic alone. You need to make sure you have a strategy to make your website work for you. Developing a content marketing strategy is the key to do that. 

Do you need help with content marketing strategy in 2022? Check out our Content Marketing Academy today!

FURTHER READING ON HOT TECHNOLOGY TRENDS FOR 2022 

Artificial Intelligence – Hot Technology Trends 2022 

Hybrid Events – Hot Technology Trends 2022 

Voice Search – Hot Technology Trends for 2022 

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