Turing Fest, Scotland’s flagship technology conference, was back last week and bigger than ever. With 6 tracks, 60 sessions, and 2000 delegates, the event’s continuing popularity proves the importance of Edinburgh on the global tech scene.
We sent along the Stampede events correspondent to find out what the latest trends mean for video content in 2018…
Your Product Video Needs a Compelling Story
Rand Fishkin of Moz held the Turing Fest audience in the palm of his hand, as he delivered his keynote speech “Why Nine out of Ten Marketing Launches Suck”.
In the talk, he outlined some of the reasons why product launches are failing to connect with their audience. One of the top reasons? Launches focus too much on features, and not enough on the human stories that really make the product so compelling.
We’ve written before about the importance of emotional storytelling, and agree completely. It’s great to see a technical expert from digital marketing who understands the deep importance of stories.
Does your video focus too much on product features? Maybe it’s time to forge stronger connections with compelling stories.
BBC are getting serious about VR
BBC Blue Room, was a notable presence at Turing Fest. This interactive exhibition showcases the very best innovative technology that developed by the corporation.
1943: Berlin Blitz, a new and unique wartime experience, was on display at Turing Fest.
Viewers can follow in the footsteps of a BBC journalist who joins the RAF on a bombing run to Berlin during the Second World War.
1943: Berlin Blitz was created by BBC Northern Ireland and Immersive VR Education, in partnership with the BBC VR Hub.
Check it out this August here in Edinburgh, when the BBC hosts a special pop-up at Summerhall.
It’s a really well realised experience that blurs the lines between journalism, gaming, and film. Pieces like this show just how much VR has the potential to reinvent and extend existing media.
Video Is Only as Powerful as Your Call to Action…
“Is content marketing broken?” asked conversion guru Oli Gardner at Turing Fest.
In a 30 day experiment, Oli posted an in-depth blog every day, but saw just a tiny increase in engagement.
Taking the experiment further, he tested some of the most well known platforms for recognition. What did he find out? Many websites are so generic that users are completely unengaged.
Posting video or any other content is great for driving traffic to your site. But what are users doing after they consume the content?
Do you have a clear enough call to action that users are actually following? Maybe it’s time to make sure that your video content isn’t being let down by poor user experience.
…But Are Conversion Metrics Overrated Anyway?
Jono Alderson of Yoast went even further, asking whether digital marketing has a future at all?
With the rise of published content on platforms such as Youtube and Instagram, we’re increasingly moving from an owned media model to a distributed content model.
Added to that, the increase in voice search could mean that fewer people ever encounter product websites as part of the buying process.
But how can we rely on analytics to measure engagement, when no one needs to visit our site anymore?
The answer, he argues, is to return to the old-school concepts of brand awareness: becoming present in the mind of the audience, before they even realise that they’re interested in your product.
It’s an interesting argument, and quite challenging for some of the Turing Fest delegation. Will it come to pass? Only time will tell…
Google’s Algorithm Could Change Video Forever
So content marketing is changing as we move increasingly into a post-IOT world… what does this mean for the way Google approaches it’s central mission of indexing the world’s content?
Cindy Krum, CEO and founder of MobileMoxie, took to the Turing Fest stage to shed light on the ways that the Google algorithm is evolving to adapt.
Google is thinking more and more about an internet that is driven by connected devices and voice search on a wide variety of devices. Where Google used to search webpages, now they are showing results for concepts, ideas, and media without even considering the website.
You may be optimising video for your website, but is it enough? How many users will find it through other contexts, such as searching from their smart TV?
It pays to think about how your users consume video, both now and in the near future. Considering the user journey is key, and each experience should be tailored to the right context wherever possible.
Inspired by Turing Fest?
After Turing Fest, are you inspired to think more about video and animation?
Get in touch now to talk about how we can create something great together.