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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.

The Internet Is Built for Advertisers

The Internet Is Built for Advertisers

Friday, August 4 2017 | The Ringer
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Video is more expensive to produce than a written article. It’s often quicker and easier to read than to watch. The explanation for the obsession with video is simple: advertisers will pay more to promote their products in video format than they will for in-article ads. “Brands prefer to buy ads against video content than text, the thinking being that... Read the full article »
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The Importance of Video Content in Corporate Communications

The Importance of Video Content in Corporate Communications

Thursday, August 3 2017 | Business 2 Community
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Video is a great opportunity to be creative and show your expertise. It is definitely one of the most effective and powerful at engaging audiences. According to Facebook data, video generates up to 135% more organic reach than a photo post. Video should be a key part of every brand’s communication strategy, giving a more personal feel to your audience and providing transparency... Read the full article »
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B2B Video Personalization Is Better Than Going Viral

B2B Video Personalization Is Better Than Going Viral

Monday, August 7 2017 | Venture Beat
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The video marketing dream is that you go viral and your brand is suddenly a household name. The reality is that B2B videos rarely go viral but they are increasingly powerful marketing tools. Video marketing technology allows users to add video strategy to marketing platforms, unlocking the ability to reach and track... Read the full article »
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When to Use Video: The Ultimate Guide

When to Use Video: The Ultimate Guide

Monday, July 31 2017 | Marketing Week
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Video is undoubtedly one of the most important tools in a marketer’s arsenal, boasting a proven ability to engage and excite consumers. From a 15-minute series to six-second Snapchat clips, the sheer volume of formats and channels available mean marketers need to carefully consider how video works for their specific brand... Read the full article »
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How to Create a Facebook Video Strategy

How to Create a Facebook Video Strategy

Friday, July 28 2017 | PR News Online
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Facebook advertising is incredibly effective owing to the fact that you can home in on target demographics with extreme specificity. People share an incredible amount of information about themselves on Facebook—date of birth, location, place of work, interests, etc.—which you can use to your advantage, ensuring your advertising budget goes further by focusing on ideal customers... Read the full article »
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Study Shows Video Marketing Increases on Social Media

Study Shows Video Marketing Increases on Social Media

Tuesday, August 1 2017 | ASI Central
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Marketers often struggle with how long they should make their videos. Wochit offers a bit of insight saying the vast majority (77.8%) of videos are between 30 and 90 seconds long. However, probably because of Facebook mid-roll video ads, there was a 38% increase in the number of videos exceeding 90 seconds in Q2 over Q1. Engagement with longer videos also increased... Read the full article »
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The Ultimate Guide to Content Marketing Channels: Audio & Visual

The Ultimate Guide to Content Marketing Channels: Audio & Visual

Tuesday, July 25 2017 | CMS Wire
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Over 300 hours of video is uploaded to YouTube every minute for its 1.5 billion users to enjoy. The concept is simple: set up a channel and start uploading videos geared towards your audience. Weebly’s YouTube strategy of publishing videos explaining how its platform can empower entrepreneurship, as well as walkthroughs of its latest features, has paid off for the company... Read the full article »
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Marketing Emails Sent at 4 PM Have the Highest Open Rate

Marketing Emails Sent at 4 PM Have the Highest Open Rate

Thursday, August 10 2017 | Small Business Trends
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Many marketers embed videos in their emails to engage their audience. But which hosting platform should you choose when you want to add a video in your email? Turns out, it’s not YouTube but Vimeo that delivers the best results. According to the report, emails with Vimeo videos have a higher... Read the full article »
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The Secret to Viral Video Marketing

The Secret to Viral Video Marketing

Wednesday, August 9 2017 | Khaleej Times
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On average, video content is shared on social media 12 times more than regular images and 85% of consumers are more likely to buy a product or service after watching a marketing video. This may be why nearly 52% of marketers worldwide choose video as the content with the best return on investment, based on statistics released by eMarketeer... Read the full article »
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How to Make Square Videos for Facebook Using PowerPoint

How to Make Square Videos for Facebook Using PowerPoint

Friday, August 4 2017 | Social Media Today
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The use of video in social media has exploded in recent years, but the one element that not many saw coming was that square video would come to be preferred. No matter the screen orientation, square video fills a lot of precious screen real estate. In fact, Facebook and Instagram both recommend square video for use in video ads... 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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