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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.

Building A Strong Customer Base: Why Video Marketing Is The Wave Of The Future

Building A Strong Customer Base: Why Video Marketing Is The Wave Of The Future

Tuesday, September 6 2016 | Web Video Marketing Council
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Never before has there been such a huge generational difference in terms of age as well as in their underlying philosophy – what makes them tick – that marketing takes on a whole new perspective. So, how can you reach all of those target audiences so that you can build a strong customer base going forward? Video content marketing is the key. Millennials have surpassed... Read the full article »
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2016 is Finally the “Year of the Video”

2016 is Finally the “Year of the Video”

Friday, August 26 2016 | Marketing Land
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Online Video is all around us, no matter what device we’re using to access content. Columnist Grace Kaye shares a few tips for marketers capitalizing on this rising tide. It’s official: video has taken over the internet. Video content is cropping up in our social accounts, news articles, even our emails. For us marketers, it’s a dream come true. Videos provide us with... Read the full article »
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Exclusive: 36% of Businesses Making Basic Video Marketing Mistakes & Resolutions [Free White Paper]

Exclusive: 36% of Businesses Making Basic Video Marketing Mistakes & Resolutions [Free White Paper]

Thursday, August 25 2016 | MWP Digital Media
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According to research by MWP Digital Media, 213 marketing professionals were surveyed by MWP Digital Media about the state of the video marketing industry, and their own experiences and preferences as professionals and consumers. The results found that... Read the full article »
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5 Techniques to Take Advantage of Video Marketing

5 Techniques to Take Advantage of Video Marketing

Tuesday, August 30 2016 | MarketingTech
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The increase in video adoption is happening, however, due to the explosion of mobile video. If the challenge of 2015 was to ‘get online’ with a slick-looking video campaign, this year’s challenge is increasingly getting the attention of viewers. Let’s show you five techniques to ensure your online marketing videos are seen... Read the full article »
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How to Use Video in Your Email Marketing

How to Use Video in Your Email Marketing

Thursday, September 1 2016 | Campaign Monitor
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It’s a common misconception that when you use video in email, that the video will simply play, right from inside the email. That would be a magical thing, much like a rainbow unicorn, but as we know, email clients like Gmail, Outlook, Thunderbird, and others often don’t support the technical requirements needed to play video right inside the email. In spite of that, 76% of marketers plan to increase their email marketing with video... Read the full article »
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5 Content Marketing Trends to Plan Your 2017 Budget [#1 Online Video]

5 Content Marketing Trends to Plan Your 2017 Budget [#1 Online Video]

Monday, August 29 2016 | Skyward – Content Standard
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To get a sense of how vast the content marketing industry has become, take a look at Scott Brinker’s 2016 edition of his marketing technology landscape supergraphic. We know video marketing in general is effective in converting customers. According B2B Video Content Marketing Survey Results by the Web Video Marketing Council, 73 percent confirm that marketing videos... Read the full article »
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Video Email Ideas To Grow Your Email List Fast

Video Email Ideas To Grow Your Email List Fast

Saturday, September 10 2016 | blastingnews
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Using videos to generate high-converting leads for your business can be done effectively via email, effectively videos in email are lead magnets. Anton Kraly of Dropship Lifestyle brilliantly uses videos and resource lists to capture his leads in video email. He delivers video tutorials (one video a day) right in his new leads’ inboxes that not just help them better understand... Read the full article »
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What’s The Most Effective Style for Your Corporate Videos?

What’s The Most Effective Style for Your Corporate Videos?

Thursday, August 11 2016 | DigiNovations
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So many corporate video productions are created in the documentary style - with people filmed as they look off-camera and answer questions. While this style works for many projects, there are times when an intentional approach will give you a more effective video. But what, exactly, does ‘intentional’ mean? Let’s explore, so you can add ... Read the full article »
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The Importance of Video When it Comes to Online Marketing

The Importance of Video When it Comes to Online Marketing

Wednesday, August 24 2016 | Tech.Co
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A properly developed marketing strategy helps businesses reach out to their target audience and educates them regarding the solutions that they provide. And online video content marketing is the only way to reach the masses on a regular basis. Online video marketing is slowly becoming one of the major tools into the essentials... Read the full article »
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 4 Ways to Use Video in Twitter Ads

4 Ways to Use Video in Twitter Ads

Wednesday, August 17 2016 | Social Media Examiner
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Have you thought about using Twitter video ads? Combining Twitter’s large mobile audience with the power of social video marketing video ads is a great way to get in front of your target audience. In this article, you’ll discover four ways to create Twitter video ads to promote your products and engage Twitter users... 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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