Video Marketing is quite simply the production of video content by a company or brand, that aims to inform their viewer, sell to them or achieve cognitive change. Before it can do that however, it does of course have to be SEEN. In this article we'll take a look at what video marketing is and how it has grown in to a viable business tool.
Videos that are broadcast online differ from TV commercials because of their shareability, the potential for interactivity and the means to target and measure their success fairly accurately.
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.
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.
Video marketing, often hand in hand with YouTube, is employed by some of the biggest global brands such as Old Spice, Coca Cola, Volkswagen, Geico and T-Mobile to communicate and entertain their customers. It's also a valuable marketing opportunity for smaller brands, allowing them to creatively go toe to toe with larger corporations and provide a unique insight in to their business and objectives.
Videos that are broadcast online differ from TV commercials because of their shareability, the potential for interactivity and the means to target and measure their success fairly accurately.
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.
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.
Video marketing, often hand in hand with YouTube, is employed by some of the biggest global brands such as Old Spice, Coca Cola, Volkswagen, Geico and T-Mobile to communicate and entertain their customers. It's also a valuable marketing opportunity for smaller brands, allowing them to creatively go toe to toe with larger corporations and provide a unique insight in to their business and objectives.
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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