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The Latest Video Marketing News, Trends and Tools - February 7, 2016

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Recent Video Marketing Industry Surveys, Reports and Whitepapers

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This Week's Most Popular Online Video Marketing News Articles

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.

  • HR & Employee Video Communications: Here’s Why Forbes Thinks You’re Outdated

    HR & Employee Video Communications: Here’s Why Forbes Thinks You’re Outdated

    | Friday, 22 January 2016 | Colin Sparks-LinkedIn |
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    As a HR or benefit/wellness professional, engagement is critical. However, for HR and employees communications engagement methods are outdated and in need of a transformation. So, how do we bring HR and employee communications out of the dark ages of paper trails and endless one-on-one meetings to better educate, train and communicate with employees in a fun way? One very effective method that is driving measurable employee engagement and decreasing HR costs is through video communications. Consider these statistics on how employees engage with video... Read the full article »
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  • Small Businesses Share Successful Web Video Marketing Campaign Tips

    Small Businesses Share Successful Web Video Marketing Campaign Tips

    | Monday, 01 February 2016 | Huffpost Business |
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    In 2015, 96% of B2B marketers used video in their marketing strategy compared to 82% of B2C marketers. Cisco reported that 80% of all Internet traffic will be video content by 2019. Other video marketing statistics worth noting are: 81% of people feature video on their website, 52% of marketers believe video marketing is effective for brand awareness, 67% of marketers found video marketing successful. Marketers should not ignore online video marketing, especially those responsible for marketing functions at small businesses. Here are tips from six small businesses using online b2b video marketing to increase... Read the full article »
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  • 3 Businesses That Should Use Video Marketing

    3 Businesses That Should Use Video Marketing

    | Thursday, 21 January 2016 | Business 2 Community |
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    B2B video marketing has taken the online marketing world by storm. Marketing videos get maximum exposure on social media, providing users a chance to quickly see how a product looks and works without having to read a wall of text. And, 93 percent of online marketers use videos for online b2b marketing, sales and communications. A huge number of these videos are animated explainer videos. We’ve put together a list of 3 businesses that can reap benefits from online b2b video marketing. So, here we go with our list to help you grow... Read the full article »
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  •  ​​Three Best Practices for Branded Video Content in 2016

    ​​Three Best Practices for Branded Video Content in 2016

    | Monday, 01 February 2016 | Advertising Age |
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    2016 must be the year of video content marketing if you pay attention to the top 10 predictions by leading market analysts. Online video marketers are expected to double down on their investments in video content — with the expectation that branded content, if done right, will generate greater consumer attention and engagement with customers. So, what makes for online internet video marketing success? Three things: 1. Entertaining and share-worthy content; and... Read the full article »
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  • Digital Marketing Trends Part 3: Developing an Online Content Strategy [#6 = Video]

    Digital Marketing Trends Part 3: Developing an Online Content Strategy [#6 = Video]

    | Monday, 01 February 2016 | Alabama Media Group |
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    Implement video - This isn’t simply a suggestion; it’s a demand from your consumers, vendors, b2b relationships, and everyone else. 78% of people watch online videos every week and 55% of people watch videos online every day. What does this mean for businesses? People want to engage with online video almost more than any other type of content and web video marketing and communications is growing. On example includes using the word “video” in an email subject line, which boosts open rates by 19% and increases sales by... Read the full article »
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  • Social Video Marketing Best Practices

    Social Video Marketing Best Practices

    | Monday, 01 February 2016 | Chief! Marketer |
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    Social video marketing skyrocketed in 2015, and more of the same is expected in 2016 and beyond. 68% of online video marketers will devote more budget to digital online video marketing and communications and to social media video marketing. Social video marketing also allows businesses to better understand audience engagement habits and buying desires by tapping into the power of social video marketing statistics and data to target video content messaging. Here are three methods to use video for social video marketing... Read the full article »
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  • Top 6 Video Marketing Mistakes You Might be Making Right Now

    Top 6 Video Marketing Mistakes You Might be Making Right Now

    | Wednesday, 03 February 2016 | Business 2 Community |
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    Digital Information World found that during one minute of users interacting on Facebook, some 323 days of YouTube videos are being viewed. Add to this that there are about 50,000 video links shared during this Facebook minute, and it makes sense that online video marketing means big business for your company. Yet are you doing it right? E’ve found six common mistakes that entrepreneurs and businesses make when using b2b video marketing videos and here they are... Read the full article »
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  • 360-Degree Video Would Attract Attention, But Would It Help Video Content Marketing?

    360-Degree Video Would Attract Attention, But Would It Help Video Content Marketing?

    | Wednesday, 03 February 2016 | Marketing Land |
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    Get ready for the next step in online video marketing. BuzzFeed News reports that YouTube is now working on the development of live 360-degree video, and others are following. One of the technical challenges of live 360-degree video is the need for multiple-camera, synced videos to be stitched together perfectly in real time, instead of during uploading or later. This requires web video production experts to assist. Live 360-degree video has the “wow” factor, but does it do anything for video marketers? Forrester analyst Jim Nail links it does and concludes the following... Read the full article »
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  • OnlineVideo.net Announces Video Marketing Campaigns of the Year Contest

    OnlineVideo.net Announces Video Marketing Campaigns of the Year Contest

    | Wednesday, 03 February 2016 | Broadway World |
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    OnlineVideo.net announces its first annual online video content marketing campaigns of the year contest. The “Video Campaigns of the Year” contest is free to enter, and an online entry form is available here. Video marketing experts enter their work in multiple categories. Entrants send a URL of the nominated video marketing campaign, and detail how the campaign was run and delivered results. The nomination period starts today and runs until March 4th, and after that... Read the full article »
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  • YouTube Video Advertising Saw Sales Spikes in 2015

    YouTube Video Advertising Saw Sales Spikes in 2015

    | Thursday, 04 February 2016 | go-mash mobile |
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    For anyone who has watched just one YouTube video, it is clear that the platform rally is honing its advertising strategy. And, it appears to be working, as in Q4 of last year, online video advertising sales spiked. So let’s look at YouTube video analytics and then see what online video marketing experts should do using YouTube marketing for 2016 to increase sales in... Read the full article »
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  • Step-by-Step Tutorial: Enhance Black & White Footage with Adobe Photoshop CC

    Step-by-Step Tutorial: Enhance Black & White Footage with Adobe Photoshop CC

    | Tuesday, 02 February 2016 | streaming media producer |
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    In this free, available 24/7, online web video production tutorial we explore how using Adobe Photoshop to enhance black and white footage. I'm going to show you how to use Photoshop to really fine-tune your black-and-white effects. Although Photoshop isn't a video-first tool, it does offer nice features that aren't available in Premiere Pro or After Effects. So let’s get started... Read the full article »
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  • 6 Steps to a Zen Digital Strategy in 2016 [Video is Key]

    6 Steps to a Zen Digital Strategy in 2016 [Video is Key]

    | Thursday, 21 January 2016 | Business 2 Business Community |
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    Advancing technology and organic reach are brewing the perfect storm for innovative digital video marketing content. The past few years have seen a boom in creative tactics, including successful strategies like humorous online video marketing campaigns. These experimental methods won’t disappear, so it’s important to implement fresh video content tactics for audiences. Look at these six steps marketers can take to craft epic and effective video marketing strategies... Read the full article »
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How Online Video Can Benefit Brands When It Comes to Search

  • | Advertising Age - Abbey Klaasen
Marketers who fixate on viral video may be neglecting other more relevant web video marketing tactics

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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