Social Activity
Social video marketing is one component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy, and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content and then spread it further among their social acquaintances. Social video typically benefits from a halo effect cast by “influencers” of a given social group. Marketing is based on consumer culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing. that is intended to influence behavior for a social good.
Media publishers and content rights holders create social television videos, live video streams, and pre-recorded content to drive engagement on social platforms and drive media distribution. They use real-time video editing software to instantly create and share social videos in native formats, like vertical video for Snapchat and square video for Instagram.
How does Video Marketing Work?
The “how to” use videos for marketing is pretty simple. Your marketing staff creates videos that directly or indirectly promote your company and brand, drive sales, increase awareness of your company’s products and services, or engage current and potential customers.
- Video is a data-driven discipline, so your marketing department.
- Video Marketing should track customer engagement and monitor various related metrics
- Video is just one component of an overall marketing strategy or campaign.
- However, it turns out that the role of video marketing is considerably more important today thanks to the Internet and social media.
Importance of video marketing:
The importance of video in marketing is widely recognized by marketers. Statista surveyed over 8,000 marketing leaders in June 2021 and found that pre-produced video was the leading digital consumer engagement tactic worldwide.
One of the main reasons why video marketing is so important is that video is a popular medium with audiences. Two-thirds of consumers say they would rather watch a video to learn about a product or service than read about it. In the first half of 2021,
- Video was the largest source of internet traffic worldwide (53.7%), followed by social media.
- In a distant second at 12.7%. Marketers must share their messages where and how consumers will see them.
- The next most used tactic was live video streaming, with 73% of respondents.
- Currently using it and another 19% planning to do so.
- Not only do 81% of respondents use pre-produced videos in their digital marketing, but another 13% said they plan to use them.
Benefits of video marketing:
With access to faster networks, businesses are increasingly using video to interact with their customers. Many companies, probably your competitors as well, use videos to help capture value from their audiences.
- Stay visible longer on social networks
- Get more exposure and engagement
- Increase understanding of your product
- Stand out more
- Provide a more personalized way to interact with your audience
- They are a powerful sales tool.
- Highest ranking in search
- They are gaining popularity on all platforms.
Challenges of Video Marketing:
Since the resource problem for video creation has been effectively solved, the challenges for video marketing are more strategic in nature. If you plan to get into video marketing (and you should!), you’ll face three major challenges:
- How to create content that people want to see
- How to build a solid and effective video marketing strategy that delivers results
- How to create videos that people will not only watch from start to finish but also share with others
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