CH.8 Video Marketing and Youtube

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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


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