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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.
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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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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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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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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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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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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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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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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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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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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Jennifer Fisher, director of digital and youth marketing for AT&T, says You've Got a Case follows last season's "Plead Your Case" app in which users created similar videos that told their friends and parents why they deserved a smartphone for the holidays.
"The intention of Plead Your Case was to show youth that our smartphones are affordable in a way that was funny, relatable and shareable," Fisher says. "We hoped to make a basic transaction – i.e. telling someone that you want a new AT&T phone by posting to their wall on Facebook -- more experiential, fun and clever."
Fisher says AT&T decided to make these apps a "holiday tradition of sorts," but wanted it to be funnier this year. So it hired Arnett, who according to Fisher, "has a hardcore fan base of content creators and influencers who love everything he does and will spread it virally."
AT&T created the campaign with agency BBDO and its development partner, The Famous Group.
To create a video, users pick who they want to buy them a phone, select their relationship to each other, choose a desired smartphone and click, "create a case." The app syncs with the Facebook user's profile to create a customized case proving to he or she deserves a smartphone. A series of expert witnesses - including actor Ray Liotta - take the stand to help Kent Wesley deliver an argument to a jury of Facebook friends. The more likes a video gets, the more it surfaces in news feeds and creates pressure for the gift giver/defendant to "settle out of court" and purchase a phone, Fisher says.
"By granting us access to their profile, we're able to create a case custom to the user," Fisher said. Videos can include a user's profile photo, Facebook friends, initials, name, school and favorite movies and TV shows.
"That customization not only adds a surprise and delight factor, but it also drives higher engagement and willingness to share," Fisher says. "To keep users coming back, the witnesses that testify on your behalf are selected at random, keeping the experience fresh each time."
According to Fisher, there are 90 possible video outcomes depending on the phones users select, the relationship they choose and the witnesses that testify on their behalf. In addition, AT&T wanted users to be able to engage with Kent Wesley after they've created their cases, so there is additional content that can be accessed by liking You've Got a Case on Facebook, Fisher says. That content includes behind-the-scenes videos, outtakes, interviews and photos. The app launched November 25.
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