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How to create engaging Video Content: Online Video Marketing in China How to create engaging Video Content: Online Video Marketing in ChinaComments Off

In an increasingly digitized era, as a marketer, we must not neglect the power of online video. The popularity of this advertising element is no longer to prove in our Western countries with YouTube or either in China with video platforms like Baidu Video or Youku which dominate the market.

The young Internet users, spend an important time on this type of platforms and the brands understood the online advertising stake that this can generate.

Unlike television, if the content is not immediately interactive and engaging for the Internet user this one to the possibility to pass your communication. As a consumer, we are individuals whose visual impact has an important impact on our everyday lives, particularly our consumption behavior. The visual advertising, on any type of media will influence us directly or indirectly in our process of purchase.

Here are some tips for creating quality video content in China:

Study your target market

Knowing your target heart is paramount to achieving engaging video content. Be sure to know their behaviors, expectations and needs.

Choosing the right local platforms

In China, you will encounter the censorship of many Western social media like YouTube, Facebook, Twitter etc. Targeting local platforms is the most relevant solution available to you. Bet on platforms like Youku, Baidu Video, Video Sina to publish your content.

Effective content immediately

The first few seconds of your video are the most important because they will determine if it will have a positive impact on the viewer. The video should not be too long an average time of 30 seconds being the ideal. Do not hesitate to test your advertising with a panel before distribution to collect constructive feedback.

Use emotion

No need to remind you that appealing to the emotional dimension of individuals will allow you to influence the process of behavior and get a positive impact on your brand.

Professional video editing

If you do not have the skills to create quality video content, use experts to create your videos.

A video in keeping with your brand

Your video must follow a story line that is understandable to your audience and whose “big idea” is clear and apparent.

Do not skimp on sharing content

Your online videos are just like an article in your branded content, so you have to share it. And what better than social networks in China to disseminate information and become viral.

Measuring and quantifying your results

After publishing your video, do not forget to quantify your results to see the impact of your advertising on your target audience.

Onlines videos are in full swing and will allow you to touch a large part of your target online. Indeed, 78% of individuals watch videos onlines every week of which 55% of them daily. If you do not already have an online marketing strategy for your website and social networks, it’s time to get started on this new opportunity.

China internet business market size China internet business market size(0)

Paid search keeps its market share while image ads declined

Image ad, which accounted for 45.3% of Chinese online advertising market is the main online ad form in Q3 2007, while paid search ranks the second, keeping its share. Image ads and paid search occupy 72.5% of the market, while text link ads, rich media ads, classified ads, email ads and video ads remains relatively low market share. According to iResearch, market share of image ads will decline and paid search¡¯s market share will increase next year. The gap between the two leading ad forms will be narrowed and their leadership will not be threatened in short term.

Since Q1 2006, market share of image ads, text link ads and classified ads trends to be decline while market share of paid search and rich media ads trends to be increase. In Q3 2007, YOY growth rate for Baidu and Google, the two main search engine in China, are both over 100%, becoming a bright spot in China online advertising market. YOY growth rate for three brand advertising based portals, Tencent, Sina and Sohu, were stable at 80%, 30% and 20%.

iResearch: Tencent online advertising perform well during Q2 2007 iResearch: Tencent online advertising perform well during Q2 2007(0)

Online advertising business contributes most to the growth of total revenues. Income from online advertising reached 114.6 million RMB, an increase of 54.7% sequentially, up 82% year over year. One of the main reasons for the rapid growth is price hike, while the increasing of single advertiser¡¯s investment amount also has great influence on total revenue.

According to the latest data from iAdTracker, in the second quarter of 2007, the number of QQ.com’s advertisers has a marked increase over the first quarter. In June, the number of advertisers reached 181, an increase of 12.4% over May.

According to the latest data from iUserTracker, during Q2 2007, monthly visits of QQ.com grows rapidly, reached 5.11 billion in July.

iResearch : Two Factors Promote Growth in Sina’s Online Advertising Business iResearch : Two Factors Promote Growth in Sina’s Online Advertising Business(0)

Online advertising’s proportion of total revenues continuously increased

Since Q2 2005, Sina online advertising’s proportion of total revenues continuously increased. In Q2 2005, the proportion is 44.3% and in Q2 2007, the number increased to 68.9%. In Q2 2007, revenue from online advertising increased 40% year over year, 30% sequentially to US$ 41.2 million. Meanwhile, influenced by China’s wireless value-added market and the reduction of marketing for Interactive Voice Response services (IVR), the downward trend of Sina’s wireless value-added business will not change. Other business revenues decreased 11.1% year over year but increased 23.1% sequentially. The increase mainly came from its search engine business.

According to data from iAdTracker and iUserTracker, there’re two main reasons for the rapid growth of Sina’s online advertising revenue:

The number of advertisers increased 21.8% sequentially

iAdTracker data shows that the number of Sina’s advertisers increase substantially. In Q2 2007, the number of advertisers reached 884, up 38.3% sequentially. The advertisers are mainly from real estate, automobile and IT industries. The increase of advertiser amounts promotes Sina’s online advertising revenue directly.

Continuous increase of traffic and user stickiness

According to iResearch, the increase of Sina’s advertisers is mainly due to two reasons. First, Internet-based economic develops and led to a growing number of advertisers’ marketing strategy leaning to online marketing. Second, Sina has a large amount of sticky users. Data from iUserTracker shows that monthly duration of Sina’s main channels, especially blog, community and financial news, all increased. iResearch believe that the increase of monthly duration reflects the increase of user stickiness. The increase of traffic and user stickiness is a sold foundation for the growth of online advertising business.

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