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.
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.
'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.
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.
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.
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.
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.
'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.
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.
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.
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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