The e book world is changing into more and more digital. And the alternatives are multiplying, particularly in the case of video. In this submit, we are going to have a look at the pillars and finest practices for constructing the perfect digital video strategy for the publishing trade.
The publishing trade isn’t just an trade. It has its specificities, after all, however above all it has a central worth for our societies; a worth that, at occasions, is in hazard of being overshadowed.
This very difficult interval in which we’re all nonetheless immersed has demonstrated this very effectively.
The e book was acknowledged as an “important good.” But it wasn’t only a matter of labels or legislative decrees. It’s the folks themselves who’ve “licensed” it; and it’s the information itself that claims so.
We consult with the information, which is actually shocking, on the sector’s resilience in 2020, the 12 months that was ravaged by the COVID-19 pandemic. The Italian publishing trade closed the final 12 months with a plus signal; to be exact + 2.4% in comparison with 2019. The determine turns into much more fascinating as a result of it matches right into a European pattern that displays (with some exceptions) the identical surprising progress. (supply: ilPost).
The first query to ask is that this: What has allowed this resistance (or maybe it will be extra applicable to say “resilience”) in the sector? There is not any single reply, after all.
There are particular person selections, at first, that are associated to folks’s leisure time. Then there may be additionally assist in phrases of laws. But the facet that emerges most strongly is one: Digital. The large and speedy implementation of digital in a sector that, traditionally, has confirmed slower and extra reluctant on this entrance.
It is essential to clear the sector of misunderstandings straight away. This just isn’t about changing paper books with digital media. There is an element, however the numbers inform us that it’s not the central one. Rather, it’s about every thing that revolves across the e book, from advertising and marketing, to gross sales (even for small bookstores), to loyalty, and the constructing of a extra intimate and multi-channel relationship with readers.
We have devoted a complete submit to this subject, dissecting the assorted alternatives that Digital Transformation opens up for the publishing trade.
Now, nevertheless, we wish to give attention to a particular and decisive facet, on the software that has confirmed to be simplest in the digital ecosystem: Let’s speak about video, and let’s discuss in regards to the significance of implementing a video strategy in digital publishing.
Follow us fastidiously, as a result of, for a publishing trade video strategy, the margins to be attacked are actually essential. Let’s begin straight away with some numbers that, on their very own, say loads in regards to the effectiveness of this software at this time.
The effectiveness of the video software in numbers
So, video is the king of digital content material, the best, the one able to attracting the utmost consideration of customers.
Without losing too many phrases, let’s have a look at the information that helps this:
Today, round 82% of all web visitors is generated by video. In 2017, this proportion was 72.3% (supply: Cisco Annual Internet Report).
More than 1 billion hours of video are seen every day on YouTube alone (supply: YouTube).
Around 100 million hours of video are watched day by day on Facebook, and that is steadily rising (supply: 99firms).
On Instagram, posts containing movies have a 38% greater common engagement than these containing photographs (supply: Mention.com).
That’s in phrases of absolutely the numbers. Now let’s give attention to the eye entrance:
55% of individuals pay extra consideration the second they strategy video than every other sort of content material (supply: Omnikick).
When viewing a video, the typical consumer retains 95% of the message it comprises; in the case of textual content, that proportion plummets to 10% (supply: Insivia).
It’s no coincidence that 85% of entrepreneurs contemplate video to be the perfect software for gaining consideration on-line (supply: Animoto).
Speaking of promoting: let’s contemplate, lastly, some statistics from specialists in the sector:
87% of entrepreneurs use video in their methods (supply: Wyzowl).
And 88% of them say they’re glad with the ROI generated by video advertising and marketing campaigns (supply: Wyzowl).
According to 97% of entrepreneurs, video is important to getting clients to have a greater understanding of services and products (supply: Hubspot).
Today, 81% of companies use video as a advertising and marketing software. The improve from final 12 months was a whopping 63% (supply: Hubspot).
And, given all these numbers, the determine doesn’t shock us in any respect!
The pillars of an efficient video strategy in digital publishing
The numbers we’ve mentioned in the earlier paragraph clearly and eloquently display that video is the best medium in the digital ecosystem; and that, in consequence, there are increasingly movies on-line.
And that brings us to the opposite aspect of the coin. In the midst of this crowding, how do you differentiate your self and seize the eye of the appropriate viewers whereas conveying the appropriate messages?
There’s no one-size-fits-all reply, after all. But there are some fastened factors: and a publishing trade video strategy ought to be constructed on these.
The first could be very easy… however solely in look. First of all, it’s a matter of understanding “who you might be” and with what “tone of voice” you wish to current your self: a tone of voice that have to be as constant as potential over time.
The second level issues the channel: Communicative coherence should not be blind and monolithic. Creating a video that will probably be distributed solely in your web site is completely different, for instance, from making a video for social media.
There are additionally essential variations between movies distributed via Instagram versus Facebook or – much more so – via TikTok (if you wish to goal youthful folks). Each platform has its personal guidelines and finest practices in phrases of period, format, potential targets, consideration, and engagement mechanisms.
In addition, this could all the time be stored in thoughts: the expertise of viewing a video from the desktop could be very completely different from a pill and – above all – from cellular. That’s why, in this discipline, the important thing phrase is: omnichannel optimization (however with a watch to the world of smartphones; that is the primary software via which we entry the web; this tendency will probably be increasingly marked over time).
The third level issues the viewers, due to this fact the recipients. And we are going to return so far on the finish of this submit, once we discuss in regards to the theme of personalization (on which we’ll focus in this sequence devoted to publishing in the digital world).
In brief, these are the three major pillars for establishing an efficient video strategy. But we consider it’s essential so as to add these extra facets, which ought to be monitored very fastidiously:
Study the competitors: Trying to mimic the video-marketing campaigns of firms in different industries could be counterproductive. It’s higher to attempt to be the perfect in your discipline; perceive what works and what doesn’t: take a cue, however all the time watch out to face out.
Be common: An orderly, recurrent cadence is a basic requirement for efficient video strategy in digital publishing. It’s a cadence that every one varieties of platforms, from YouTube to social, reward regularity.
Create partnerships: that is one of the best ways to develop the firepower of your video advertising and marketing campaigns…however with out aiming at a large viewers. The publishing trade, in this discipline, has nice alternatives to take advantage of. There are the so-called “e book influencers,” positive. But there are additionally writers with giant and established fan bases. Bookstores that, increasingly, know transfer nimbly even in the digital world. But that’s not all: the ecosystem of books is actually huge; consider journalism, present affairs, but additionally style, sports activities, and science (simply to offer a number of examples).
In brief, a e book all the time creates connections between worlds: it’s a matter of studying translate these connections into the digital world as effectively, with all the ability of the video software.
What are some concrete examples of using video in the editorial world?
The examples embody: Book trailers (which nonetheless have monumental margins for progress), e book displays (with the outbreak of the pandemic, this follow has shortly change into widespread), interviews with authors, spin-offs of in-depth evaluation ranging from the books, in some circumstances you may go so far as creating micro-documentaries.
Be cautious, nevertheless, to not neglect crucial junction of any type of strategy: the ultimate recipient. This is the purpose on which we are going to focus our ultimate part.
The final breakthrough? Personalized movies
We’ve careworn the fundamental significance of realizing your target market to design the perfect video strategy in digital publishing. And we have now already talked about a formidable software that factors completely in this course: personalised movies. We’ll dedicate the following article in this sequence to the publishing trade.
However, we predict it’s essential to begin telling you what it’s all about.
Personalized movies are movies constructed in line with the traits of the individual they’re geared toward. But that’s not all: they adapt to the consumer, even in actual time, and they’re interactive. They are all based mostly on knowledge: which – as is well-known – is the best asset in the digital ecosystem.
In brief, we’re now not speaking about one “goal,” however as many targets as there are folks viewing.
These personalization instruments are made obtainable by specialised firms like Doxee. And the true turning level is the passage from a one-to-many communication strategy to a one-to-one communication, tailored… personalised communication strategy.
It’s straightforward to grasp, then, how worthwhile the sort of software could be when the purpose is to ascertain an intimate and dynamic dialog along with your readers, boosting involvement and loyalty. This is precisely what Doxee Pvideo® options make potential.
And so the circle closes: e book publishing depends on digital to do what it has all the time performed, however with new instruments: to ascertain a reference to the reader and forge an intimate, lasting relationship.