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Read about web video marketing strategies, statistics, industry trends, business tips, hosting, analytics and software tools. News categories include video content marketing, video production, YouTube marketing, Video SEO, advertising, communications, online platforms, mobile video, social media and video email marketing. Search through over 10,000 articles in the WVMC Archive.

Everything a CMO Needs to Know About Video Marketing in 2018

Everything a CMO Needs to Know About Video Marketing in 2018

Thursday, February 8 2018 | Marketing Land
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Video marketing is one of the most powerful marketing tools online right now, and it gets more popular every day. To boost your online campaign with the most effective ROI you can get, video cannot be ignored. While basic video marketing is still strong, there are some recent developments in the world of video content you can employ to boost your efforts... Read the full article »
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11 Reasons No One Is Watching Your Video Content [Infographic]

11 Reasons No One Is Watching Your Video Content [Infographic]

Thursday, February 8 2018 | Social Media Today
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Video is a powerful medium for promotion and has become a key influencer in sales decisions. But even creating great video content won't guarantee video marketing success. You have to do more than just launch a video. You need to know what your audience wants, where they want to see it, and how to keep them hooked... Read the full article »
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Video Content Marketing in 2018

Video Content Marketing in 2018

Monday, February 5 2018 | Mar Tech Advisor
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The social media marketing industry is booming as budgets have nearly doubled worldwide over the past few years from $16 billion in 2014 to $31 billion in 2016. And video has become the centerfold of social media. But what’s different in 2018 is there are companies navigating this complex landscape with success. Marketers have shifted from traditional media to social media as the preferred way to engage with customers and capture their elusive attention to achieve marketing objectives through social video... Read the full article »
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Digital Video Content Trends in 2018

Digital Video Content Trends in 2018

Monday, February 5 2018 | Business 2 Community
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The world of digital video continues to grow year on year and we continue to observe and debate the various trends and technologies that are evolving in this burgeoning market. 2017 was a pivotal year for digital video, with internet ad spend surpassing TV ad spend for the first time. 2018 looks to be another exciting and perhaps defining year for digital video... Read the full article »
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How Brands Can Make the Most of LinkedIn Video

How Brands Can Make the Most of LinkedIn Video

Monday, February 5 2018 | Business 2 Community
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Video content is increasingly popular and doesn’t have to go viral to drive results. More video content is uploaded in 30 days than major U.S television networks have created in 30 years. There’s a demand for video content, which means you need to be using it in your marketing strategy... Read the full article »
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20 YouTube Hacks & Tricks You'll Want to Know This Year

20 YouTube Hacks & Tricks You'll Want to Know This Year

Saturday, February 3 2018 | HubSpot
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When people talk about today's most popular social sharing websites, YouTube often gets left out of the conversation in favor of sites like Facebook and Twitter. But don't be fooled. YouTube has a lot going for it. Although Facebook might be the largest social networking site, YouTube has the second greatest reach after Facebook in terms of general usage. It's also the second biggest search engine behind its parent company, Google... Read the full article »
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How Online Video Is Taking over the Internet [Infographic]

How Online Video Is Taking over the Internet [Infographic]

Friday, February 2 2018 | Social Media Today
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It’s easy to see why online video is growing—commercials are limited, content airs on your time, and you can view from wherever you and your device are. Given this, is your business going to take the plunge and look to ride the video streaming wave in 2018... Read the full article »
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Why Video Is Exploding on Social Media in 2018 and How to Take Advantage

Why Video Is Exploding on Social Media in 2018 and How to Take Advantage

Thursday, February 1 2018 | Business 2 Community
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There’s been an explosion of growth in video on social media in recent years. Views of branded video content increased 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video tweet is six times more likely to be retweeted than a photo tweet. If you haven’t taken a closer look at the power of social media and video together, you’re in for a surprise. The numbers are big. Really big... Read the full article »
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Experts Share Their #1 Tip for Great Marketing Videos

Experts Share Their #1 Tip for Great Marketing Videos

Wednesday, January 31 2018 | Animatron
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We all know how effective and engaging video marketing is. There is no doubt that nowadays it’s necessary to include video in brand and product marketing campaigns in order to make them successful. But the main question remains unresolved: how do you create the perfect video that makes your product stand out to the audience?... Read the full article »
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Why Are So Many Brands Bailing on Snapchat Video?

Why Are So Many Brands Bailing on Snapchat Video?

Tuesday, January 30 2018 | Business 2 Community
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When it comes to building a presence online, many marketers base their strategy on proven results and industry-wide statistics. That’s no different when we use social media or video marketing—or when you combine the two. Social video marketing is attractive for brands, especially considering the average person watches over 1.5 hours of video content every day... Read the full article »
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NEW YORK (AdAge.com) -- Viral-video marketing, as it's traditionally been defined -- create a cute, funny, breathtaking or unexpected piece of content, seed it in the right places, and watch users pass it along -- has developed into a legitimate form of marketing. But what if marketers' fixation on all things viral is leading them to neglect other valuable and more consistently successful online-video strategies?

SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
SWEET IDEA: Touchstorm created a series on making specially shaped cakes.
When General Mills' Betty Crocker brand wanted to move its web-video presence beyond "infant stage," it eschewed traditional trappings and worked with a digital content company, Touchstorm, to go another direction: study what kind of information consumers are hunting for, and then give it to them.

So they turned to search-query data. Turns out lots of people wanted information on cakes -- more specifically, kids' birthday cakes. The companies created a video series about how to make cakes shaped like princesses, pirates and ponies. The result? More than 4 million views and 50% greater time spent viewing than typical for consumer-package-goods-branded videos, according to online-video-measurement firm Visible Measures.

"There's a hole in the market when it comes to what consumers are searching for and where marketers can reach them," said Alison Provost, CEO of Touchstorm, part of PowerPak Holdings.

Brands in the search space are very organized around bottom-of-the-funnel terms or product-related terms -- search for digital cameras, and you get results for more than a half-dozen retailers or manufacturers. But brands are rarely organized around topical, top-of-the-funnel terms -- search for how to take black and white photos, and it's a brand wasteland. It shouldn't be that way, Ms. Provost said.

CPG behind
In the digital world, brands are increasingly content companies, and that content is expected to give viewers something: ideas, utility or entertainment. While the latter is the domain of the viral videos that dominate the online-video marketing discussions today and is a staple of many technology and entertainment brands, CPG has been less successful in the space.

"If you really understand what makes video move around the web, there's much more to it than producing something cool, dropping it on a site somewhere and watching it fly around," Doug Moore, VP-advertising and branding at General Mills, said in an e-mail. "Fact is, like anything in marketing, there's an art piece and a science piece. We wanted to evolve both."

The distribution for Touchstorm's videos comes from deals it cuts with editorial sites, which take both the non-branded and branded, paid content, such as ABC News Now and local news affiliates. TiVo and websites like Glam.com and Brash.com also distribute content. For General Mills' cake videos, about a quarter of the views happened on BettyCrocker.com, a quarter from the publisher affiliates, a minority from TV placement and the rest from YouTube and search.

A few years ago, news sites taking content branded and paid for by Betty Crocker would have raised all sorts of red flags, but Ms. Provost is finding it's more acceptable now.

"Brands can be legitimate experts, and if the consumer is looking for a certain kind of information, then they as a news organization can provide it, then there's room to play," she said.

Touchstorm is not the only one trying to create these kinds of videos for brands -- its ilk includes sites such as Howcast.com and eHow, both of which look more like media companies. Touchstorm has recently added pre-roll ads to its video; the others have been selling advertising for a while now.

"Brands need content -- they need it for Facebook, for their own sites, they need it for search," said Jason Liebman, CEO of Howcast. "If someone's going online searching for something like how to make a cup of coffee, you should be there in some way."


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