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.
So Samsung held its nose and entered the world of YouTube with 'It's Flicky' a parody music video of Run DMC's 'It's Tricky' but using the flick mechanism of their X830 mobile phone. Looking to all the world like an amateur student video, but with that little spark of creativity. 'It's Flicky' became an instant hit on the teen-orientated platform and quickly 'went viral'. Comments under the video echoed with pro-purchase sentiment, unaware they were secretly victims of stealth marketing!
Since those days video marketing is no longer exclusively the domain of YouTube. Now video is a major player in almost every social network, every online communication and every hub in which information is shared. Blogs, social media, mobiles, apps, email and websites are all part of the video marketing parcel now.
Companies launch entire campaigns based on videos, and because of the share-ability and interactivity of these tools, video marketing has become one of the most desirable and effective forms of online marketing.
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.
So Samsung held its nose and entered the world of YouTube with 'It's Flicky' a parody music video of Run DMC's 'It's Tricky' but using the flick mechanism of their X830 mobile phone. Looking to all the world like an amateur student video, but with that little spark of creativity. 'It's Flicky' became an instant hit on the teen-orientated platform and quickly 'went viral'. Comments under the video echoed with pro-purchase sentiment, unaware they were secretly victims of stealth marketing!
Since those days video marketing is no longer exclusively the domain of YouTube. Now video is a major player in almost every social network, every online communication and every hub in which information is shared. Blogs, social media, mobiles, apps, email and websites are all part of the video marketing parcel now.
Companies launch entire campaigns based on videos, and because of the share-ability and interactivity of these tools, video marketing has become one of the most desirable and effective forms of online marketing.
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.
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Want more hints and tips on video marketing? Join Video for Business, a video marketing course produced by Ryan Stone or visit Retina Burn, Ryan's video marketing blog.
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