Video marketing can be broadly defined as video content, produced by a brand that while may entertain, also aims to inform, sell or persuade. Furthermore, It can be seen as different from TV advertising in that video marketing products are shareable, targeted and the results, infinitely more measurable.
In this article we'll take a quick look at the history of video marketing.
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 marketing is an integral part of many a company's marketing plan and the idea behind it has evolved from simple guerilla-style content. Advertising is now being considered entertainment, the web is forcing brands to realise that people don't have to watch their messages and they certainly don't have to buy from them. To this end, the advertising now panders to the audience, craving attention and acceptance.
Since then YouTube has become of the big players in the eyes of marketers and has earned the respect of business. However, video itself has become far more attainable with cheaper equipment, higher broadband speeds, more mobile access, greater share-ability and the ability to interweave with so many of the digital online platforms.
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.
However, the landscape is continually changing and evolving. When once 3 minute videos were the norm, attention spans and engagement are becoming increasingly less and so video formats are shifting towards smaller bite-sized productions but in increasing number. Mobile is shaking up how and where people consume video and we're even returning to our TV sets to watch videos that are now being produced for the web! As interconnectivity continues web, entertainment, advertising and quality productions are all rushing towards each other culminating in a new and fascinating genre.
In this article we'll take a quick look at the history of video marketing.
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 marketing is an integral part of many a company's marketing plan and the idea behind it has evolved from simple guerilla-style content. Advertising is now being considered entertainment, the web is forcing brands to realise that people don't have to watch their messages and they certainly don't have to buy from them. To this end, the advertising now panders to the audience, craving attention and acceptance.
Since then YouTube has become of the big players in the eyes of marketers and has earned the respect of business. However, video itself has become far more attainable with cheaper equipment, higher broadband speeds, more mobile access, greater share-ability and the ability to interweave with so many of the digital online platforms.
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.
However, the landscape is continually changing and evolving. When once 3 minute videos were the norm, attention spans and engagement are becoming increasingly less and so video formats are shifting towards smaller bite-sized productions but in increasing number. Mobile is shaking up how and where people consume video and we're even returning to our TV sets to watch videos that are now being produced for the web! As interconnectivity continues web, entertainment, advertising and quality productions are all rushing towards each other culminating in a new and fascinating genre.
About the Author:
There's so much more to learn about video marketing! Ryan Stone is Creative Director of Lambda Films, aVideo Production Norwich company. Ryan also curatesRetina Burn a video marketing blog, please take a look!
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