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.
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.
It's Flicky was created to promote the new X830 mobile phone, and in order to blend in with the rest of the YouTube content it was created as a rough amateur production that centered around one small concept - the flick of the phone cover. At the time, it was hugely popular and I remember browsing the user comments when I discovered it. The young demographic that favoured YouTube were captivated by the creativity of the video and so many of the comments positively praised the phone and showed strong intent to buy one. That truly was early video marketing. Unfortunately the original upload has since been removed and while there are rips still in place on YouTube, the original comments and view count has since been lost.
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.
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.
Nowadays video, often hand in hand with YouTube, are used by brands such as Old Spice, Will It Blend, Volkswagen, Geico, T-Mobile and so many others to reach new consumers, educate existing customers and engage in massive brand building experiences. For smaller brands and organisations, video is vital to populate digital spaces, especially the website to connect with visitors and ultimately to sell or build brand loyalty. Video can be used in so many ways, in so many different locations and in pursuit of very different objectives.
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.
It's Flicky was created to promote the new X830 mobile phone, and in order to blend in with the rest of the YouTube content it was created as a rough amateur production that centered around one small concept - the flick of the phone cover. At the time, it was hugely popular and I remember browsing the user comments when I discovered it. The young demographic that favoured YouTube were captivated by the creativity of the video and so many of the comments positively praised the phone and showed strong intent to buy one. That truly was early video marketing. Unfortunately the original upload has since been removed and while there are rips still in place on YouTube, the original comments and view count has since been lost.
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.
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.
Nowadays video, often hand in hand with YouTube, are used by brands such as Old Spice, Will It Blend, Volkswagen, Geico, T-Mobile and so many others to reach new consumers, educate existing customers and engage in massive brand building experiences. For smaller brands and organisations, video is vital to populate digital spaces, especially the website to connect with visitors and ultimately to sell or build brand loyalty. Video can be used in so many ways, in so many different locations and in pursuit of very different objectives.
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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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