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.
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!
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.
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.
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.
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!
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.
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.
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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If this was useful, consider enrolling in Video for Business, Ryan's personal video marketing course. Other hints and tips can also be found on Retina Burn, Ryan's video marketing blog.
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