The Hello Bar is a simple notification bar that engages users and communicates a call to action.


This is a guest post by Mat Fidge of Nexus.

Video Marketing

Is video the future of content marketing?

It’s not an idle question: by 2017, Cisco predicts that video will account for more than two-thirds of all consumer internet traffic. Back in 2015 more than half of all companies are already making use of video and Nielsen research suggests that 64% of marketers can easily see video dominating their online strategies in the very near future.

It is the reach of video that makes it so compelling as a favoured content marketing medium. And what a reach it is: one in three in the UK watch a video online at least once a week, and YouTube famously commands over a billion unique visits each month.

But it’s not just reach that video offers. It is also highly sharable content, and, should your video go viral, you could be receiving 155 million views just like Volkswagen recently achieved.

People love to share videos. But how are videos being shared? Who is sharing them? And on what platforms?

It’s time to introduce the 80/20 rule of viral video marketing.

The team at Unruly have recently published new research that delves into what they call the “geography of sharing video ads”. The report itself makes fascinating reading but let’s just extrapolate some of its key findings.

  • Almost one in five online users share videos with their social networks more than once a week.
  • These ‘super sharers’, however, account for over 80% of all total shares.
  • Facebook is the preferred way to share videos (59%) with other platforms dividing the remainder amongst themselves: Twitter (13.8%), Google+ (9.3%), Tumblr (5.7%) and Pinterest (3.9%).
  • The speed of sharing has nearly doubled over the past year: 42% of shares occur in the first three days of online publication.
  • More than three-quarters of video views actually take place outside of YouTube.

What can you take away from this?

Firstly, you can tip your hat to YouTube’s importance but don’t let it blind your eyes to the fact that most video views are taking place on the wider web outside it.

Secondly, you need to know who the super sharers are in your niche, because once you have their attention you have a much better chance of receiving a high rate of shares.

Thirdly, you need to act fast to get your content trending because your window of opportunity is getting tighter and tighter.

And finally, if you are not engaging in video marketing you are missing a trick. Production costs have fallen significantly and platforms such as Twitter’s Vine, with its six-second maximum clip length, have opened the door wide to invite you in.

So, where’s that short, snappy storyboard treatment?


Mat Fidge watches and shares way too many videos when he should be working for Nexus Design and Print in Brighton (but it’s all part of the job).

Social Media Online Video 2015

Four years ago, Cisco predicted that by 2015, over 90% of web traffic would be from Internet video.

2015 is here. Has Cicso’s prediction come to pass? Not quite. In mid-2014, 78% of web traffic was from video. Cisco now predicts that will rise to 84% by 2018.

Video hasn’t been quite as big a hit as Cisco expected. Other content types continue to be popular.

But video is still big. In fact, we expect 2015 to be the year of video. Here are three reasons why…

1. The Stats are on Video’s Side

Over 100 million people watch online video every day. Some 90% of online consumers say they find video helpful in making purchasing decisions. And according to Forbes, three quarters of executives watch at least one work-related video per week (Stats here).

Video is fast rising up the ranks of social marketing – so other content forms had better watch out.

2. SlideShare Has Embraced Video

Back in 2014, SlideShare allowed LinkedIn influencers to start sharing videos on the network.

This year, SlideShare will extend video publishing to all their users.

Dave Kerpen – who has already made several SlideShare videos expects that SlideShare will become the business version of YouTube.

He writes:

Instagram is to Facebook as SlideShare is to LinkedIn. In other words, look for SlideShare to emerge as the key social network for business professionals to find and share bite-sized pieces of content while on the go in 2015.

3. YouTube is So 2005

Okay, we’re kidding a bit here. We expect YouTube to continue doing really well in 2015. But it should take care to protect its place as video’s monarch.

YouTube’s problem? Young upstarts are contending the king of video’s throne. Or they’re setting up their own kingdoms, and ignoring YouTube altogether.

What’s happening, in real terms?

In August 2014, Facebook surpassed YouTube for desktop video views.

What’s more, Facebook and Twitter are giving priority to videos published on their own networks. Other social platforms are likely to follow this course.

YouTube is here to stay. But it can’t afford to get too comfortable.

Your Call

Do you agree that 2015 will be the year of video? What are your social predictions for the year ahead? Let us know in the comments section, below.

unusual business social media

Social networks is a great tool for promoting your brand.

But you can do way more than that with social media.

Here are five ways to use social media you might be overlooking

1. Make a Splash in the Newspapers (Public Relations)

Want to make a splash in the media? Getting your business featured in a news story no longer means writing press releases and pushing them out to journalists.

Instead, you can just share your news on social media.

As PR expert Maggie Patterson explains:

Journalists rely on Facebook to source stories and Facebook itself actively promotes the platform as a “Rolodex” with 1 billion contacts for reporters.

Where your company may have relied on a press release in the past, you can now share your story on Facebook. It provides a low-friction way to report the facts in the case of breaking news or to provide comment on emerging issues that will help get your story to the media and your public faster.

To give the news you share extra oomph!, it’s worth building up relationships with journalists on social media. That way, you can point them to your story when you’ve got something you want them to see. Here’s our primer on finding journalists.

2. Find Out What Your Customers Think (Market Research)

To be effective in business, you need to know your customers. You need to know their likes and dislikes, their wants and needs, their pressing problems.

You also need to know how people view your brand, and get opinions on what you could do to improve your products and develop new products.

Getting this information requires market research. Just a decade ago market research was an expensive endeavor. You had to set up online surveys, or send out researchers to interview your target customers.

Social media completely changes that. As long as you know who your customers are, you can tap into their thoughts and feelings using social media.

You can use social media to:

  • Monitor what your customers are talking about, so you know their everyday concerns and passions.
  • Ask questions directly to your customers.
  • Listen to what people are saying about your brand.
  • Learn the language of your customers, so you can write better copy.

3. Keep Your Customers Happy (Customer Service)

Did you know that nearly three quarters (72%) of customers who make a complaint to a business on Twitter expect to receive a response in under 60 minutes? That’s according to research by Lithium Technologies.

If you’re not monitoring what people are saying about your brand on social media – and responding to complaints – then you’re contributing to the negative image of your brand.

As Anthony Leaper explains over on Forbes:

Irritated Customers have supportive Friends. They may have a few; they may have thousands. The dangerous fact, though, is this: it almost does not matter how many friends they really have. A single Facebook post that describes a jaw-dropping failure on the part of your company may, if stupefying enough or if told in a funny or snarky manner, be repeated, retweeted, “liked,” and “shared” innumerable times.

For an example of this, check out Ryanair’s middle gimp debacle. That’s exactly what Leaper is talking about.

By contrast, if you’re willing to help your customers online, they’ll respond in kind by recommending your brand to their friends and family.

Leaper again:

If you can discover and address an Irritated Customer’s concerns quickly and effectively, then you have a singular opportunity to convert an Irritated Customer into a Delighted Customer. Their delight, particularly if seen by many in the social media world, may move thousands of people into the column of potential customers who are now predisposed to consider your services—when they may have been on the fence before.

4. Uncover Your Business Persona (Brand Development)

Social media is all about building relationships with your customers.

That means you’ve got to be relatable.

Social media isn’t the place for corporate stuffiness. Act standoffish to your followers, and they’ll give you the cold shoulder in return.

Jeff Mancini, director of digital strategy at Interbrand, says people see brands they love in the same way they see friends.

In a Forbes interview, Mancini said:

We feel for brands similarly to the way we feel for friends. The reason we advocate brands in our lives are the reasons we advocate friends in our lives. That is, we genuinely like them.

Making friends with your customers means you must develop a brand persona. Social media is the perfect opportunity to do this. Don’t worry if you’ve not got it all sorted when you start out on social networks. You’ll discover your voice through talking with your customers.

If you need a bit of extra help developing your brand’s person, check out our 72 questions to help you uncover your brand’s persona.

5. Create a Vision Board (Strategic Planning)

Do you yawn when you hear the words “strategic planning” or “business plan”?

Developing a business strategy can be an incredibly dry process. But it doesn’t have to be.

Why not start out by creating a vision board of where you’d like to take your business?

Pinterest is the perfect tool for this. It gives you access to millions of stunning images, and allows you to group them into pinboards.

You can even create several vision pinboards, covering whatever aspects of your business you want them to. Here are some examples to get you started:

  • What you want to do for your customers
  • The types of products you want to sell
  • The mission and vision of your business
  • Your business’s ethos and values
  • The lifestyle you want to have while running your business

Over to You

What are some of the more unusual ways you use social media in your business?