Video Marketing

It’s human nature to choose the most comfortable pathway to understanding anything, and it’s much easier to absorb information if someone presents it to us rather than the need for us to find what we need in books or text. Video Marketing has exploded in the last two to three years with video going viral on YouTube and so on. It’s also a matter of fact that video content ranks much more easily than articles or copy in general and statistics prove the case for adoption of video marketing as a major plank of any campaign:

Over 4 billion hours of video are watched each month on YouTube
72 hours of video are uploaded to YouTube each minute.
YouTube is localized in 53 countries and across 61 languages
In 2012, YouTube had more than 1.2 trillion views or around 160 views for every person on Earth.

But, how is “video marketing” defined? Is it merely a matter of uploading videos to YouTube, various other distribution sites, and social media platforms like Facebook and Twitter– or is it a lot more than that? In exploring these questions it seems that a more definitive description of the medium is needed. We have to know more about the unique relationship that exists between video and social media marketing, and how understanding that synergy can help you better engage with your customers.

What we really need to explore is the power of the interaction between these two media/marketing platforms and how they can provide a significant competitive advantage if incorporated into your total marketing strategy.

Let’s Take A Look:

Video marketing is really “Social Video Marketing” and this term is just about entering the mainstream of the accepted marketer’s lexicon. If we start by sharing our experiences and understanding of online video and social media in business we can then make the connection to provide a generally accepted definition. We also need to be critically aware that “social video” and “social video marketing” are not set ideas but very dynamic, as technology advances and the online business marketing paradigm matures.

The definition of social:
Adj.
1.
a. Living together in communities.
b. Of or relating to communal living.
c. Of or relating to human society and its modes of organization: social classes; social problems; a social issue.
2. Living together in organized groups or similar close aggregates: Ants are social insects.
3. Involving allies or members of a confederacy.
4. Of or relating to the upper classes.
5.
a. Inclined to seek out or enjoy the company of others; sociable.
b. Spent in or marked by friendly relations or companionship.
c. Intended for convivial activities.
6. Of, relating to, or occupied with matters affecting human welfare: social programs. An informal social gathering, as of the members of a church congregation

Taken literally from the dictionary definition shown above I conclude:

Social speaks to the hard wired need we all have for relationships with others:

*That social speaks to co-existence, and individual or community growth. Some people are naturally more social than others, or have the opportunity and/or willingness to develop the interpersonal skills suitable for better social relationships.

*For marketers social is about building trust in relationships with the purpose of eventually doing business.

What Is A “Social” Video?

A simple viewpoint that is shared by some marketers is that a social video is simply the use of video to promote brands or products on Social Media channels. But can a product promo be social? Well yes and no. So, just what is it that makes a video social? Here is one way to see it:

A social video offers synergy between the presenter and her audience which helps both to deliver the message and build a relationship.

Advances in video technology, making video available inexpensively to near broadcast standards, have resulted in audience growth and increased personal production; leading to greater interactivity. We went from being passive observers to becoming actively engaged in the online video world. It became easy to create, produce, publish, and promote video online. The distinction between consumers and producers has all but disappeared.

It’s very important for marketers to grasp that video isn’t just another form of media or technology but a platform of great inherent value. This value is passed on to strengthen other online activities by and for the participants. Video has allowed popular online social networks like Facebook, Twitter, and LinkedIn to move beyond their inherent limitations of the boring consumer-brand relationship. So Video Marketing, as a fundamental building block, is a valuable and valid asset to your overall campaign strategy.

Who Should Be Doing Video Marketing?

Social video marketing works best for companies that possess the following attributes in the culture of their business:

A sense of humour
Authenticity
Transparency
Intriguing ideas
Influence
Personable
Responsive

More on Social Video Marketing:

Social video makes for much improved understanding between brands and consumers. Social video marketing empowers consumers by providing both the tools they use to create and share video, and by the huge pool of likeminded communities that participate in a product debate. The playing field between big brands and the lone consumer has been levelled.

If you’re keen to have a meaningful, on-going dialogue with your customers and prospects, and if this relationship isn’t just about profits but also about your genuine humanity and the culture of your people; then I would say you should seriously embrace social video marketing. The first steps are to actually be social with your customers and prospects. Discover their needs and wants and you can really make an impression by showing that you’re listening to them. Build your video content within a social platform that illustrates that you are responsive and engaging. Video Marketing is an excellent way to embrace actually become much more social in your business.
TMG has the people, technology and creativity to guide your Video Marketing efforts to a productive and successful result.