What Exactly Is Video Marketing? A More Complex Question Than It First Appears

When asked what exactly is video marketing? I try to ask a number of questions to establish precisely what the individual is hoping to achieve.

This is because video marketing can mean two distinct things: marketing a video or marketing with video. I listen carefully as each answer to the question can make a slight difference in each case.

Marketing with Video

People that are marketing with video are the ones that are trying to promote a product or service and wish to incorporate a video or videos as a part of a direct marketing campaign. Marketing with video might be as simple as adding a video to a company’s web site.

Marketing with video is frequently used by marketers as a sales tool to and to collect subscriber information. Video can also be included inside an e-mail marketing campaign or in the form of a webinar series for creating leads.

A superb example is when marketing with video is utilized to explain to visitors the specific elements of a product when they visit a company web site. If just they put that identical video on YouTube it may not be as useful. Although there’s nothing to stop the company posting the video in both areas.

Marketing with video is far much more successful when somebody is currently within some part of the sales funnel. Maybe they have signed up for a newsletter, downloaded an e-book or visited your company’s stand at a trade show.

Marketing a Video

Marketing one particular individual video or a video series normally occurs when a firm is attempting to build brand awareness. The notion is always to deliver a precise message in such a way that viewers will need to share the info through social media.

Created properly a video designed for this objective could be entertaining and informative without it being a blatant advertisement.

A great deal of thought needs to be carried out when marketing a video. If the objective is to build brand awareness then just one particular video will clearly not be sufficient.

As a part of an ongoing marketing plan a new video ought to be created regularly, possibly each two weeks or monthly. This should go hand-in-hand with a devoted channel created on YouTube for every single distinct series.

If a visitor comes across one video and they find it of value and take positive aspects from it, they will almost certainly view the rest of the videos in the series.

Don’t be like Old Spice and produce a limited series of videos and then quit completely, leaving loyal fans hanging.

The moment a video has been made it does not need to be restricted to a company website or YouTube. You can find dozens of well-known video sharing websites where it can be posted.

This is be a good way of marketing after all, as the more eyes you get on a video the more advantageous it will be for your company and its brand.

Using Social Media

Frequently promoting a video goes hand-in-hand with a social media campaign. This means putting your videos in front of bloggers and eventually by making a buzz the video will probably be tweeted and re-tweeted, shared and liked.

If the company is going to take this approach then a third-party tool that tracks the number of views across all video sharing channels is going to be incredibly beneficial.

TubeMogul fits the bill right here. You’ll be able to track how a lot of views the video gets across all of your selected channels, all in a single place.

Monitoring and tracking is vital to understanding what’s working and what is not and understanding what your target audience desires.

To many, differentiating marketing a video and marketing with video actually isn’t particularly important. Essentially the most important aspect of creating and marketing any type of video is always to make it compelling and unique so it can be easily shared and creates a buzz.

Either way a video is eminently recyclable and can be used across many platforms and is best for constructing relationships with viewers.

So, what exactly is video marketing? It’s an incredibly powerful and effective way of getting your message to a very large audience by way of many distinct marketing platforms. In this way you can effectively promote your product or service or build the brand of your company.

A History of YouTube Video Marketing

Whether we’re consciously aware of it or not video marketing has become a part of our everyday lives, whether we’re creators, brands or consumers, in fact the roots of video marketing stretch way back, further than we realise. Since the early days of internet advertisers have searched for a format to equal the effectiveness and reach of the ads that we watch during commercial breaks on television.

Although video marketing has a long and rich history its two videos; “The Spirit Of Christmas” made by South Park creators Trey Parker and Matt Stone in the early to mid 90′s that are often credited with paving the way for today’s industry – the first of which was passed around colleagues at LucasArts having been cleaned up by an animator, and the second being commissioned by Fox executive Brian Graden as a video Christmas card having seen the first video. The two features became the precursors to the hit series.

Video has come along way since it first made the leap from tape to pixels with these first muffled, low resolution attempts, but it wasn’t for another decade until YouTube put the marketing into ‘video marketing’ and brands, promoters, marketeers and technology giants raced to be the first to harness the value that video continues to provide.

With the launch of YouTube came the era of the viral video!

The earliest forms of video marketing were in fact the overlay and display adverts positioned alongside popular YouTube videos – This revenue stream allowed creators who were previously making content for free to potentially make a living.

In the early days of YouTube few brands and businesses were making good use of video in a meaningful way, one trailblazer at the time however was Tom Dickson, Founder of Blendtec.

Dickson created what’s considered to be one of the first and best viral marketing videos to promote their range of kitchen blenders. Each episode would see Dickson setup a scenario with all the enthusiasm as a high school science master, proclaiming “will it blend” as he stuffs a suitably unsuitable object into one of their ridiculously powerful $400 kitchen blenders.

It all sounds more like a comedy short than a piece of serious advertising, but over the following two years their ‘Will It Blend’ videos turned a brand with little mainstream recognition into one of the most recognised and talked about brands on the planet, attracting over 1.5 million views on YouTube and helping to increase sales of their Total Blenders by over 600%.

Despite there being little technical distinction between viral videos and the rest, businesses such as MacDonalds and Fiesta began finding innovative ways to make use of creators and ‘YouTubers’ to promote their brands.

As the digital revolution accelerated, driven by the new iPhone and the proliferation of broadband internet access video consumption became more and more in demand. As competition for audiences and views increased the collaborative efforts between creators and marketers worked for both parties, helping to shape yet another online industry.

The Old Spice “The Man Your Man Could Smell Like” video uploaded in early 2010 saw yet another twist in the way video could add value when it spawned a multitude of parody and spoof versions. This not only helped to spread their original message entirely for free, but also demonstrated the value created when an engaged audience interacts with your video content.

Now that a relationship between makers and advertisers had been determined Multi Channel Networks or MCN’s began popping up to take advantage. In short MCN’s help creators/artists and brands to generate a revenue through multi platform distribution and management. They do this by affiliating themselves with multiple YouTube channels. MCN services involve assistance with programming, funding, promotion, partner management, digital rights and copyright management, monetisation, audience development and more.

MCN’s led the way in collaborative guerrilla ads, brands would pay a premium through MCN’s to run ads cleverly disguised as videos. These kind of videos have been used to promote many brands including airlines such as WestJet’s 2013 Christmas video through to new movies such as often priming audiences for what was to come.

As audiences find evermore different ways to use video, marketeers and advertisers find more innovative ways to promote the products and services they offer.

Although big budget viral videos have their place many brands have focussed more attention on ‘social video marketing’ campaigns that often complement other social media channels such as Facebook and Twitter. These kinds of campaigns focus more on core audiences and generate much more meaningful discussions, not to far better indicators of their success through increased sales.

In recent years video has grown, matured and become mainstream, it’s reshaping the internet as we know it, and will continue to do so. For consumers it’s far easier to consume a three minute video off our smart phone than to read a couple of pages of text, if you’re still here.