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Micro video and embedded video email trends in marketing

Blogger: Katja Swann

Videos are the best way to grab consumers’ attention; micro videos are even better for consumers with short attention spans.  In this blog post I will summarize why micro videos have become the new trend for businesses to promote their products.  I will also bring up another emerging trend in video marketing; the ability to embed video in emails.  These two trends, while as of now are not wildly used by companies, will possibly become the norm in 2014.

By now everyone has heard of Instagram and Vine’s quick video features.  Consumers often use these micro video capabilities to make funny six second or fifteen second videos to share with their friends.  Recently businesses have joined the micro video trend.  Businesses use these micro videos either to promote a product or inspire viewers.  Nonprofit businesses have especially taken to the use of micro videos to spread information.  Beth’s Blog provides seven examples of nonprofits that have used Instagram and Vine to show their cause.  Of the seven, two examples stood out.  These examples were Charity Water’s Instagram Video and Diabetes UK’s Vine video (Kanter, Beth).

Charity Water installed water taps in the homes of the villagers in Engereda.  Previously, women had to walk four hours to a stream just to retrieve water.  Charity Water provides an Instagram video that shows one of the women smiling as she carries her water from one building to her home.  While the video is short and simple it also helps to inspire the viewer.  Viewers are able actually see a few minutes into her life as her previously four hour walk for water suddenly becomes only ten steps.

The other video by Diabetes UK used colorful fridge magnets.  The vine video, though short, is extremely informative for parents who may not realize their children have diabetes.  Titled “#the4Ts” the six second video lists out “toilet, thirsty, tired, thinner” as symptoms noticed in diabetic children.  These videos provide viewers with an emotional link that static photographs and plain text could not convey in the same way.

Future consumers can expect to see more micro videos as we start to move into 2014.  Typically the way consumers notice these videos meant they were either subscribed to the businesses social networks, have a website they visit mention these videos, or a friend provide the link to the video.  This problem will be lessened in the future as a new trend of embedded video email emerges.

Businesses send several emails to consumers with pictures and text of their products, yet video has not been used as extensively.  Currently, very few marketers use video at all in their email promotions.  According to information from Email Monks, videos embedded in email will become the new trend.  MarketingProf recently posted the infographic from Email Monks further explaining how the new trend can benefit future marketers. 

As of now only a quarter of marketers use embedded email.  After surveying marketers who do not use video in their email it was found that 25% were “very likely” and 55% were “somewhat likely” to join the video email trend.  Only 20% were unlikely to join the new trend (Nanji, Ayaz). The types of content in these videos that have been most effective when used were found to be training courses and product demos. Training courses, I assume, are videos that explain how to use a product while product demos are self explanatory.

The article and infographics do not specify what type of videos would be used.  I would expect that these videos would either be linked from the products official YouTube channel for longer videos and Vine or Instgram for shorter videos.  Email Monks provide great infographics as to why marketers should use video marketing (Video Email Arsenal).

While embedded videos in email can be seen as annoying by consumer, video also provide self serving information and radical transparency.  For example, Product demos show the consumer how to use the product.  This gives the consumer content they need to answer the question “how does this work” (self serving information).  The product demo video would also show the consumer an easy way to understand the products function (radical transparency).  This trend will more than likely be more noticeable in 2014 as more companies join the embedded video trend.

I believe that micro videos and the video email trend will be very useful for consumers and marketers alike.  Nonprofit businesses have already shown how successful the trend is; now name brand companies should follow their lead.  There is no reason I can think of as to why businesses should not use video to provide product information.  After what I have learned about video email I would be surprised if name brand companies did not follow suit. Most consumers shop with their smartphones in hand with access to their email.  What better reason do companies need then this to join the video email trend?  I am excited to see which company will embrace this trend first and find out how successful video emails will be in the future.

Articles cited:

Kanter, Beth. “7 Fabulous Nonprofit Videos on Vine and Instagram.” Beth’s Blog. N.p., 20 Aug. 2013.       Web. 12 Nov. 2013. <http://www.bethkanter.org/7-np-videos-vine-insta/&gt;.

Nanji, Ayaz. “Video in Marketing Emails: Trends and Benchmarks [infographic].”MarketingProfs. N.p., 4 Nov. 2013. Web. 12 Nov. 2013. <http://www.marketingprofs.com/charts/2013/11989/video-in-marketing-emails-trends-and-benchmarks-infographic&gt;.

“Video Email Arsenal.” Video Email Marketing Infographic and Sample Video Email. N.p., n.d.      Web. 12 Nov. 2013. <http://www.emailmonks.com/videoemail/video-email.html&gt;.