Companies, organizations and even personalities rely on the power of virality on social media. Virality is one of the main indicators whether their brand is effective or not. To become viral – to be shared, liked and commented on – the content published on a social platform must have a certain quality to catch on like wildfire. Video marketing has become one of the most effective and inexpensive ways to promote a brand.
And why not? Artists and musicians realize what video does for their music (the birth of MTV) and how it created a stronger and more immediate impact for the consumers. Take a look at “Gangnam Style”. This music video garnered more than a billion views which resulted to Psy’s eventual global fame.
Media theorist John Berger says that “seeing comes before words. The child looks and recognizes before it can speak.” Videos allow a complete visual communication and help build emotional connections with people. Compared to image and text, video is a completely different method of engaging audiences since the amount of information it can display in a second outweighs the amount of information that is read.
According to Forbes, two of the top 7 social media marketing trends to dominate 2014 are 1) a huge success in image-centric networks and 2) the rise of micro-video. Instagram, which used to be a photo sharing site, quickly caught on to this trend as they recently released this year their video feature and companies have been creating their unique, 15-second advertisements with it. Ben & Jerry’s (http://instagram.com/p/b6pyZzRkI4) and Victoria’s Secret (http://instagram.com/p/bzMD3-mlcI) have done some amazing promotion via Instagram videos.
The nifty infographic from Bubobox below enumerates three great reasons why videos have become important to online promotion:
It also highlights why videos are gaining greater value online compared to textual-based content.
How effective are videos?
YouTube is the hub of video marketing. This is the platform for unknowns to become household names and obscure companies turn into corporate success stories. Dollar Shave Club makes a perfect case on how a YouTube video served as a launching pad for this start up business. In two days time after they debuted their video and had everyone’s funny bone tickled, more or less than 12,000 people signed up for their service. After that genius video, it now stands a chance against Gillette and Schick – titans in the men’s razor market.
A month ago, Volvo Trucks released a video ad of the legendary Jean Claude Van Damme to execute his signature split which is now considered the most epic of splits of the 21st century. To date, the viral video has garnered over 55 million views and still counting. A video can get all eyes are on your brand. In the case of Volvo, millions of pairs of eyes have seen and have become aware of their product and their brand. Variety.com noted that this ad, in a span of 9 days reached, reached 40 million views.
Video marketing encourages people to visit, buy and support your brand. It’s an accessible way to reach the audience through video presentation via many social platforms to promote your website or product. In short, videos drive sales.
To say the business world is highly competitive is an understatement. Getting an edge over other business competitors relies on the success of branding. Each company wants their brand to be the customer’s “first choice” in their respective market. Videos for advertising, marketing and promotion can give them the edge they need.
Traditional advertising is still very much a part of the marketing strategies businesses employ to promote their brand. But the internet has revolutionized advertising and proved how online advertising through videos is effective.