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!
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.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
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.
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!
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.
Whole campaigns are launched via video and because of the shareability of great productions, it has become one of the most desirable forms of content creation for many brands.
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.
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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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