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.
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
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.
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
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.
Online video marketing differs from traditional broadcast because of its shareability, its interactivity, its ability to be targeted and most importantly, measured.
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
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.
Nowadays video is such an integral part of communication online that YouTube is not the only arena in which to deploy and use video marketing. Email, blogs, websites, apps and social media are all opportunities to market your videos, measure the results and achieve your objectives.
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.
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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