Video Marketing, Production, Advertising and Communications News - June 25, 2016

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Online Video Marketing Trends Reports, Research and Statistics

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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.

  • How to Implement a Video 1st Content Marketing Strategy To Drive Action

    How to Implement a Video 1st Content Marketing Strategy To Drive Action

    | Wednesday, 22 June 2016 | biznology |
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    The reason a Video 1st content marketing strategy makes a solid investment is because we have become a society of viewers and not readers. Another key benefit of Video 1st for your content marketing strategy is that all the keywords you use are connected and coordinated with one another. This way you have a cohesive approach to go after the target audience that you need to drive your marketing objectives. Is this the first time you’ve heard of this approach?... Read the full article »
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  • Web Video Production is Red Hot. Is it worth the investment?

    Web Video Production is Red Hot. Is it worth the investment?

    | Thursday, 16 June 2016 | RipMediaGroup |
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    Ok, online video production continues to explode in popularity. Companies of all shapes and sizes are turning to video to share their story with the world. So, why aren’t you? It’s all about the proof, right? Here are some KPI’s that might help inform you as to why web video production is a vital component of marketing.  If you want to watch a video and learn all this in 49 seconds, see below... Read the full article »
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  • 7 E-Commerce SEO Trends in 2016 [#4 – Video Marketing]

    7 E-Commerce SEO Trends in 2016 [#4 – Video Marketing]

    | Tuesday, 14 June 2016 | Search Engine Land |
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    Few types of online business can benefit from video SEO marketing more than e-commerce websites that allow for direct consumer transactions. Not only can you secure more web traffic (and a larger stream of revenue), you can also optimize specific product pages to funnel traffic to your most profitable or popular pages. But SEO (and e-commerce in general) is always evolving. Below, I’ve compiled a list of seven important video SEO marketing trends you should be paying attention to... Read the full article »
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  • 12 Reasons Why Video Content Marketing is Changing Everything for Traditional Media

    12 Reasons Why Video Content Marketing is Changing Everything for Traditional Media

    | Tuesday, 31 May 2016 | tubular insights |
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    2016 sees video marketing firmly at the forefront of consumer consumption, whatever the platform, whatever the device. Traditional media publishers and new players in digital media need to deliver video content to the audience on the audience's terms. Let’s explore these 12 reasons video content marketing is changing everything for traditional media... Read the full article »
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  • How Companies Can Leverage The Insatiable Demand For Video Content Marketing

    How Companies Can Leverage The Insatiable Demand For Video Content Marketing

    | Friday, 10 June 2016 | Forbes |
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    Whether it is on a smartphone, tablet, or desktop, consumers are opting for video content marketing over all other content choices.  Video marketing is playing a larger role in customer acquisition and engagement with four times as many consumers preferring to watch a video about a product over reading about it. For those companies that have yet to catch onto the need to provide video content, time appears to be running out before this technological legacy advances onto the next stage in content evolution and life as we know it... Read the full article »
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  • Insider’s Guide to Producing a Top-Notch Educational Video Series for B2B Marketing

    Insider’s Guide to Producing a Top-Notch Educational Video Series for B2B Marketing

    | Monday, 13 June 2016 | Business 2 Community |
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    How many times have you looked up a tutorial video on YouTube? Have you thought of using an educational video series as a way to generate leads? The main reason why it’s worth investing so much time and money producing an educational video series is because it sets you apart as an expert in your field. The benefit we’re talking about is how you educate people that your product can help ease the problems they’re having. And you’ll be surprised by how much people actually like to... Read the full article »
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  • How to Successfully Use Video Email Marketing – Strategy & Structure

    How to Successfully Use Video Email Marketing – Strategy & Structure

    | Monday, 06 June 2016 | Digital Doughnut |
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    Before you start with your video in email campaign, you need to know the answers to questions such as – why do you wish to create the video email marketing campaign? Is it to show a glimpse of your work culture? Is it to give a 360-degree view of your product? Is it to make your subscriber feel more welcome? This is why you need a strategy. In this post, we’ll look at different strategies for using video in email campaigns, and then we’ll explore how to structure these campaigns, a free PDF overview is available too... Read the full article »
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  • Video SEO Marketing: How Transcripts Help Rank Your Videos

    Video SEO Marketing: How Transcripts Help Rank Your Videos

    | Monday, 30 May 2016 | orange vine |
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    With video becoming more and more important for search engine visibility these days, the use of transcripts on video pages helps in a big way. Search engines robots can’t read or understand the video content itself which is why text needs to be placed on the page where the video player is placed. If you think you’ll be able to score high in search engines without providing any extra content then you’ll be sorely mistaken! To start with, it’s the page, in which the video is placed, that offers search engines the juice and not... Read the full article »
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  • How Our Video Became Viral with 500,000+ Views in Two Days

    How Our Video Became Viral with 500,000+ Views in Two Days

    | Saturday, 11 June 2016 | Your Story |
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    The response is overwhelming, as we were expecting 30,000-40,000 video views when I planned the video concept. I want to share the key learnings so that you can also make marketing videos that have a wide impact, as part of your content marketing. Her are eight things we did to reach success; we hope it helps you too... Read the full article »
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  • Millennial Marketers Pick Social And Video For Web Video Advertising

    Millennial Marketers Pick Social And Video For Web Video Advertising

    | Tuesday, 31 May 2016 | Center For Media Research |
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    According to data from a new survey by video editing masters at Magisto, marketing trends for small and medium-sized businesses are shifting from traditional channels, (print, radio and television advertising, and classic word-of-mouth marketing) as millennials implement new, more viral digital practices, like social media and particularly online video. Social is the new mass media. 92% of millennials at SMBs lead with social media in their marketing strategy (as important as word-of-mouth marketing), while 79% of baby boomers lead with traditional WOM in their marketing strategy. Social media is the new word of mouth for SMB millennial marketers, according to the survey. The report says that traditional marketing goals have... Read the full article »
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  • 12 New Strategy Slides Every Video Marketer Should Read Right Now

    12 New Strategy Slides Every Video Marketer Should Read Right Now

    | Monday, 06 June 2016 | tubular insights |
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    Mary Meeker, legendary venture capitalist at Kleiner Perkins Caufield & Byers and former securities analyst at Morgan Stanley, presented her 2016 Internet Trends Report, and marketers of all disciplines should take time out to read the findings. I’ve pulled out the most compelling slides relevant to video marketing strategy that I think every video marketer should read right now... Read the full article »
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  • 5 Reasons Why Using Web Video Production is the Best Method of Advertising

    5 Reasons Why Using Web Video Production is the Best Method of Advertising

    | Monday, 20 June 2016 | The Sequiter |
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    Online video production is one of the newer advertising methods available today. Web video production for online advertising started to gain popularity in 2010 where there was a 40% rise in online digital productions. According to Bright Roll, 94% of advertising executives at the time were planning to invest more in online video production to be used for ads. When you look at the benefits of online video production, it is not hard to see why. It is cost effective and leads to an increase in... Read the full article »
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How Online Video Can Benefit Brands When It Comes to Search

  • Written by 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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