native video marketing

#GuruChats Highlights – Going Native With Video Marketing

We had our fingers crossed yesterday as it was our first collaboration with an influencer for our chat and you know what? It went awesome possum. Oh, yeah! Creative entrepreneur and YouTuber Roberto Blake rocked #GuruChats with his educational video answers making the topic of the chat all the more relevant.

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And how can we forget our uh-mazing GuruChatters who chipped in their valuable insights, opinions and tips. We had some newcomers like Hired Gun Writing and Adolf Mathebula raising important questions about the future of native videos for example. The lovely Sue Jenkins paired herself with a delicious cup of coffee and was truly high-spirited – we loved that. On the other hand the ‘J’s’ of our clan Jade Alberts and James Bowen gave their professional and interesting opinions as usual. Teresa Heath-Wareing and our very own Janil Jean shared some illuminating industry facts and their views on which platform is the best for native video marketing.

So in case you missed all the fun, here are the highlights for you.

A Bit About Our Featured Guest

They say when you’re committed to your dreams and passion nothing can stop you! This totally fits Roberto Blake who rose to becoming a creative inspiration for many in the design, branding and marketing world. His YouTube channel ‘Always Be Creating’ is a hub of learning resources for budding graphic designers willing to excel in what they do.

Blake has always loved creativity, innovation and storytelling since age six. By the time he was fifteen the young Roberto started developing websites. Today, he is very active about building his personal brand. He has his own website with a portfolio and all about him and his story of success. He also co-produces ‘Create Something Awesome Today Podcast’ with Liebsmedia and attends renowned events like AdobeMax and HOW Design Live.

Roberto Blake’s motto in life is:

“Create awesome things and share them with the world,
while educating and motivating others to do the same.”

Now that you know the man of the day, let’s dig in #GuruChats and garner invaluable knowledge.

Understanding Native Videos

There are two parts to explaining what a native video is. The first one is that such video formats follow the natural function and form of user-experience on a given website or application. The other part of the definition is that native videos are mostly talked about in relation with social media platforms such as Facebook, Twitter and more recently LinkedIn.

Native Videos In A Mobile World

We’re living in a mobile world where everything is like instant noodles. Consumers of both physical and visual products rely on Android and iOS even more than their laptops, iPads and Kindles. The term ‘micro-moments’ popularized by the tech giant Google was spot on and gives insight into the way people have begun to interact with businesses and individuals. Yes, mobile is the present and it sure is the future.

With this in mind, social media platforms have realized another thing that users like convenience. They don’t want to be drifted around the web in search of their answers to questions or even for entertainment. This is why more and more social sites have started to introduce and develop the idea of native videos.

It is important to realize that marketers and brands cannot ignore the context of platform. Roberto Blake elucidates that users and viewers are smart enough to detect the level of effort brands are putting into their mobile strategy. So be careful, be original and be creative I’d say. This leads to the next critical part of this #GuruChats.

Rising Investment Of Social Media Sites In Native Videos

Videos are increasingly taking over our lives in different forms and while we want to think we’re not visual junkies, we in fact are!

Another reason why social media websites are putting effort and money into native videos is because as Blake points out user-generated content garners a lot of views and engagement that is great for inviting brands for advertisements.

So when every communication medium is going for native, which is the best platform and can we even pick one?

Facebook Vs Linkedin Native Videos

To be honest, it is yet to see what wonders LinkedIn native videos do for businesses and individuals. It is after all a new feature introduced somewhere in August 2017. Nevertheless, our guests shared their preferences with logical explanations.

I like that James Bowen separated the purpose of each platform, which in fact is very true. Facebook is mostly for entertainment and LinkedIn seems good for serious B2B community building.

On the other hand, Blake went with a rather different approach explaining us that each platform has its limitations and a set of audience with unique characteristics.

So if this is the case, how can you create content for native videos? What will work and what won’t? Do marketers have to make different types of content for different platforms?

funny face

Content Creation For Native Videos

There is too much going on in the world of content and it all varies depending on the platform, the target audience and the business. At the end of the day, native videos are used by brands to sell whether they do it using inbound strategies or outbound. Still you can’t get away with self-praise and if you want to do that make native ads instead. The audience online want to learn and not just buy so keep that in mind and create content that matters to them. Data analytics actually help marketers assess the types of content that work.

Alright so once you know the type of content, the audience and the platform – how on earth do you figure out which native video format will complement your plan?

tell me how

360° Vs Live Native Videos

Yes that is tricky isn’t it? Well, not quite. See as a marketer or a business owner, once you understand the context of your communication everything becomes somewhat easy. Both these video formats are trendy, cool and powerful. The catch is that you need to know what you want to accomplish from sharing the video – entertainment or education for instance. Actually you know what! Blake explains this accurately in his tweet.

Well now that you’re getting the hang of how to plan and execute the native video marketing strategy, it all comes down to data and results, right?

Native Video Metrics

In a world where millions of people are connecting with trillions of businesses it is essential to always gather, analyze and evaluate data. These days, companies and marketers are using artificial intelligence and algorithms to predict behavior and prescribe content. The idea is to know the exact route each user has taken from start to finish.

Watch the video in Blake’s tweet to know about his four ‘S’s’ of ROI that is return on investment.

Now that we know it all (or almost I guess), what’s coming ahead for us?

Future Of Native Videos

Like I said in the chat, I wish I had my Magic 8 ball – the only problem is every time I shake a different answer appears. But isn’t that the same with the future of native videos. The answer to the future depends on the steps we take in the present.

Anyhow, enough of philosophy. It is important for you to understand three things:

  1. First of all, YouTube is not going anywhere! It has a different approach altogether and in fact it is growing. You can see our Storify below to know what our guests say about this.
  2. New technologies like Artificial Intelligence and Virtual Reality are paving their way into native video marketing.
  3. People (uploaders and creators) are experimenting with video editing techniques to enhance the production process and execution.

Going Native With Video Marketing

Know a lot more in the tweets below.

For updates, follow us on @guruchats and @logodesignguru

To become our guest for #GuruChats, pick your favorite topic/s here.

A visual design blogger passionate about interactive, experiential and captivating techniques designers, marketers and brands use to accentuate messages, tell stories, and spread awareness. I’m a visual addict like Alice, who finds books (or anything) without pictures boring! My writings focus on graphic and web design, branding, and visual marketing. My hobbies are to write poems, draw zentangles, read, and watch YouTube videos.

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