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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.

Why Now Is the Time for Live Video

Why Now Is the Time for Live Video

Thursday, June 14 2018 | CMS Wire
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If you’re on the fence about live video, here’s a tip: start with prerecorded videos. Pick a topic and record short videos (one minute or less) of yourself discussing that topic. Upload the videos to your social network of choice and gauge the reactions of your friends and other connections. This removes the pressure of being live while giving your audience a chance to see and hear from you... Read the full article »
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The State of Social Video Ads in 2018 [Infographic]

The State of Social Video Ads in 2018 [Infographic]

Wednesday, June 13 2018 | Social Media Today
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Is 2018 the year you invest in video ads on social media? Need some stats and facts to help guide your strategy? Wave Video shares the facts you need to know in this infographic. The main reasons for using video ads on social media: drive traffic to your website (48%), promote new content (27%), boost website conversions (21%)... Read the full article »
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Five Major Ways B2B Companies Can Leverage Video Content

Five Major Ways B2B Companies Can Leverage Video Content

Monday, June 11 2018 | Forbes
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If your B2B company is already using social media, it's even more integral that video should be part of your strategy since every major platform — Facebook, Instagram, Twitter and even LinkedIn — uses video in some way. YouTube, the world’s second largest search engine, is where over 1 billion hours of video content are viewed each day... Read the full article »
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46% of Businesses Use Videos in Email Marketing

46% of Businesses Use Videos in Email Marketing

Monday, June 11 2018 | Online Video
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Businesses are using videos in more than just their YouTube channels. According to data from the 2018 benchmark report released by video marketing solutions company Vidyard, 46% of businesses use videos in email marketing, and that’s up from 36% the previous year. What’s more, 86% use video on their websites, 77% on their social media channels, 60% on landing pages, and 37% in sales conversions... Read the full article »
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5 Overlooked Video Marketing Strategies

5 Overlooked Video Marketing Strategies

Monday, June 11 2018 | Business 2 Community
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There’s no easy-button when it comes to video marketing success. With the right approach, however, you’ll build brand awareness, generate leads and ultimately close more business. The strategies outlined here are things that most – if not all – of your competitors are NOT doing, which is why today is the perfect day to formulate your game plan and start reaping the results of your hard work... Read the full article »
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Mobile Video: Three Trends with Momentum

Mobile Video: Three Trends with Momentum

Friday, June 8 2018 | Mar Tech Advisor
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The first wave of digital video extended traditional broadcast content or TV campaigns into digital formats. But as mobile video evolves into a two-way communication medium (with the rise of messaging apps and sharing in smaller groups,) winning brands will need to adapt their tactics and focus on human connection and conversation... Read the full article »
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What Do the Latest Trends in Video Mean for Marketers?

What Do the Latest Trends in Video Mean for Marketers?

Thursday, June 7 2018 | EConsultancy
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If one trend in content publishing and social media has been constant over the past few years, it’s the growing popularity of online video. Long-form video, short-form video, live video, square video, video advertising… Whatever the format, video has built buzz in the marketing industry for its ability to engage and entertain, with brands making it a core part of their marketing strategies.... Read the full article »
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Why Your Luxury Brand Needs More Video Content

Why Your Luxury Brand Needs More Video Content

Thursday, June 7 2018 | Entrepreneur
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It’s safe to conclude that videos are indeed the champions on social media, and more so for aspirational segments like luxury. The key to success is keeping it authentic, striking and beautiful, while not looking like you’re trying too hard... Read the full article »
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Twitter Opens In-Stream Video Ads

Twitter Opens In-Stream Video Ads

Tuesday, June 12 2018 | Marketing Land
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With this latest video ad update, Twitter says no community management is needed, as advertisers can start an in-stream video ad campaign via the platform’s self-serve ad tool. Advertisers in 12 global markets will have access to the video ad product starting today: Australia, Brazil, Canada, France, India, Japan, Mexico, Saudi Arabia, Spain, United Arab Emirates, the United Kingdom and the United States... Read the full article »
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Thoughtful Strategies Required for B2B Video

Thoughtful Strategies Required for B2B Video

Thursday, June 7 2018 | Warc
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Going mobile-first, getting the right video length, and audience targeting are key for B2B video engagement in Asia-Pacific, according to LinkedIn. In a LinkedIn study, 74% of B2B marketers in Asia-Pacific countries viewed video as one of the most important ways to reach and engage professionals... 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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