So you want to learn about Video Marketing? Before we begin, it's always helpful to have a definition to which we can refer. So, we'll be working to a definition that video marketing is the production of branded video content that is designed to inform, sell or persuade, but before it can do that, it has to be seen.
Online video marketing differs from traditional broadcast because of its shareability, its interactivity, its ability to be targeted and most importantly, measured.
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!
Over time though the concept of video marketing has expanded. We're no longer looking just at YouTube but the whole web structure - websites, social media spaces, email, mobiles and apps - all capable of delivering and measuring video content and video has now become a very important and lucrative marketing tool.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
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.
Online video marketing differs from traditional broadcast because of its shareability, its interactivity, its ability to be targeted and most importantly, measured.
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!
Over time though the concept of video marketing has expanded. We're no longer looking just at YouTube but the whole web structure - websites, social media spaces, email, mobiles and apps - all capable of delivering and measuring video content and video has now become a very important and lucrative marketing tool.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
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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