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.
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.
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 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.
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.
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.
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.
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.
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 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.
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.
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.
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.
About the Author:
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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