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.
Video Marketing holds a number of benefits over and above traditional TV advertising. It's shareable, it's interactive and the results are easily measured and analysed.
It all starts with YouTube which appeared in 2006. At first YouTube was seen as the playground of amateur content and time-wasting teens - hardly a professional communication platform. However over the years it has shifted to become one of the most dominant marketing platforms out there. As internet speeds and accessibility has caught up, the user base has grown and so of course, business started to take notice. One of the earliest brands to harness YouTube to great potential was Samsung - stumbling across an early viral success.
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.
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.
Video Marketing holds a number of benefits over and above traditional TV advertising. It's shareable, it's interactive and the results are easily measured and analysed.
It all starts with YouTube which appeared in 2006. At first YouTube was seen as the playground of amateur content and time-wasting teens - hardly a professional communication platform. However over the years it has shifted to become one of the most dominant marketing platforms out there. As internet speeds and accessibility has caught up, the user base has grown and so of course, business started to take notice. One of the earliest brands to harness YouTube to great potential was Samsung - stumbling across an early viral success.
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.
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 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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