By Ryan Stone
You may be confused as to what exactly video marketing is, and what it can do for your business. In this series of essays we'll seek to answer those questions, but before you dive in we begin here, defining the meaning of video marketing. In my opinion, video marketing is the production of branded video content, that aims for a combination of three objectives, to inform, to sell or to persuade. Before that however, it has to be SEEN.
Videos that are broadcast online differ from TV commercials because of their shareability, the potential for interactivity and the means to target and measure their success fairly accurately.
The idea of video marketing was forged in the fires of YouTube, a video hosting platform that was launched in 2006. At first it was sidelined by businesses who couldn't take the home of amateur video, skateboard fails and pirated content seriously as a communication platform. However over time as accessibility grew and the platform matured, businesses had to accept the fact that YouTube was a huge party to which most of their demographic was attending.
'It's Flicky' was the stealth viral hit form Samsung, a parody music video that showcased the flick mechanism of their X830 mobile phone - when flicky phones were cool! To the world it looked like a fairly creative student production, shot without stabilisation, colour correction and most definitely without budget. It was embraced by the audience on the platform as the work of one of their own and became a shining example of, not only stealth marketing, but viral videos. Did it work? Surely. Many of the comments below the video expressed an intention to buy the device and sentiment for the production was almost unanimously positive. Unfortunately, the original video, viewcount and comments have since been lost but rips can still be found in dark corners of the internet.
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
Video marketing is a hot topic right now with businesses launching entire campaigns and product PR via video. The share-ability and interactivity of the medium is almost unrivalled and is seen as one of the most powerful forms of marketing in the digital arena.
YouTube is no longer just the home of the amateur content creator, now it attracts brands such as Old Spice, Geico, Will It Blend, Volkswagen, T-Mobile and so many other as a platform to communicate and share content with its customers. For smaller brands, video marketing is used populate all digital spaces, especially the website to connect with visitors and to encourage brand loyalty.
Videos that are broadcast online differ from TV commercials because of their shareability, the potential for interactivity and the means to target and measure their success fairly accurately.
The idea of video marketing was forged in the fires of YouTube, a video hosting platform that was launched in 2006. At first it was sidelined by businesses who couldn't take the home of amateur video, skateboard fails and pirated content seriously as a communication platform. However over time as accessibility grew and the platform matured, businesses had to accept the fact that YouTube was a huge party to which most of their demographic was attending.
'It's Flicky' was the stealth viral hit form Samsung, a parody music video that showcased the flick mechanism of their X830 mobile phone - when flicky phones were cool! To the world it looked like a fairly creative student production, shot without stabilisation, colour correction and most definitely without budget. It was embraced by the audience on the platform as the work of one of their own and became a shining example of, not only stealth marketing, but viral videos. Did it work? Surely. Many of the comments below the video expressed an intention to buy the device and sentiment for the production was almost unanimously positive. Unfortunately, the original video, viewcount and comments have since been lost but rips can still be found in dark corners of the internet.
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
Video marketing is a hot topic right now with businesses launching entire campaigns and product PR via video. The share-ability and interactivity of the medium is almost unrivalled and is seen as one of the most powerful forms of marketing in the digital arena.
YouTube is no longer just the home of the amateur content creator, now it attracts brands such as Old Spice, Geico, Will It Blend, Volkswagen, T-Mobile and so many other as a platform to communicate and share content with its customers. For smaller brands, video marketing is used populate all digital spaces, especially the website to connect with visitors and to encourage brand loyalty.
About the Author:
Want to learn more? Join Ryan on his video marketing course'Video for Business', or visit Ryan Stone's blog, Retina Burn for more tips on video marketing and video campaigns.
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