CH.8 Video Marketing and Youtube
4 Benefits of Online Marketing (essay)
1. Engaging Viewers 2. Larger Audiences 3. Building Brand Awareness 4. Showcasing the Product (w/how-to videos)
General understanding of Best Practices for Video Marketing
1. Match the production techniques to the intent of the video 2. Design and produce videos for mobile - first and always 3. Design and produce videos for the platforms on which they are to appear 4. Post your videos on multiple platforms and on your own website 5. Optimize your videos to be found in search 6. Encourage viewers to share your videos 7. Finally, a "don't"! DON'T make a sales video
Key Facts About Youtube
1B users worldwide 1/2 views mobile device - millennials 2x as likely than other platforms Millineals: mobile is the 1st screen
Old Spice Viral video
20m views end of 1st day, 40m end of 1st month, 53 m today Combined w/twitter campaign + traditional mktg lifted sales by 53% at a that time dominated conversation within industry
How to Create Appealing Video Content- the AEIOU rule
Authentic Entertaining Intimate Offbeat & Unusual
The Rise of Viral Videos
Numa Numa was the 1st viral video 2010: Old spice video of NFL player Isaiah Mustafa
3 Levels of Sharing
Primary: getting social media content out on different channels Second sharing: most important! getting friends/family to share it Tertiary sharing: getting people you don't know to share it
Larger Audiences
across all age groups are increasing, but particularly large growth in 50+ ages
AEIOU Entertaining
all should be funny even if the company is only mentioned in passing it will result in great returns for the company
AEIOU Offbeat and Uusual
best and stands out
THE PERSONAL CONNECTION BETWEEN ADS AND BRANDED CONTENT ON A SMARTPHONE VERSUS OTHER TYPES OF MEDIA
content that appears on smartphones, we feel more engaged, feel a personal connection and are most likely to watch content on smartphones
Engaging Viewers
creates a stronger connection w/consumers by deepening the communication experience and making the message more persuasive good for storytelling, we have a human face
Showcasing the Product
how-to videos Home Depot Consumer video channel encourages people to become customers, leave a review, and comment on social media
AEIOU Authentic
people will be able to relate to video. can be homemade, feel to video and often be rewarded
AEIOU Intimate
should tell a story focus on one person
Building Brand Awareness
some have an obvious link w/stories & compelling video. Ex: RedBull energy drink & extreme sport