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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.

5 Tips to Hire the Right Video Production Company

5 Tips to Hire the Right Video Production Company

Thursday, November 2 2017 | Filmoria
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Whether you’re producing a short film or an advertisement, the people you hire to produce your video are the biggest factor in determining its style, feel and quality. As with any professional service, not all video production companies deliver equal results. Some specialize in a certain type of video and may not be a good choice for a corporate video, for example, while others may excel at producing short films and narrative pieces... Read the full article »
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How to Use Video and Social Media for Small Business Brand Awareness

How to Use Video and Social Media for Small Business Brand Awareness

Wednesday, November 1 2017 | Huffington Post
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It’s estimated that by 2021 over three-quarters of all mobile traffic will be viewing videos. Even now, it’s difficult to find someone who doesn’t watch at least a few videos a week on their phone, tablet or computer. If your business isn’t taking advantage of this medium, you’re missing out on a large audience... Read the full article »
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Why You Need to Start Using Video

Why You Need to Start Using Video

Monday, October 30 2017 | Tire Review
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Video isn’t going away. It’s only going to become more ubiquitous. The good news is that it’s also becoming more natural and organic. The combination of social media and video is giving companies more access to their customers. Mobile platforms are providing more access because of the flexibility they provide in capturing and streaming live events... Read the full article »
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How to Bolster Corporate Communications Through Video

How to Bolster Corporate Communications Through Video

Monday, October 30 2017 | PR Daily
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Everywhere you look, people are watching YouTube videos on their smartphones and laptops. The question is how to use video in internal communications. Even as communicators realize they should use the visual format, they’re not always sure how to do so successfully. Video webcasts were a major part of what led to a 13 percent increase in engagement in one year at GoDaddy, says Kim Clark, director of their internal communications... Read the full article »
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Is YouTube Right for B2B Businesses?

Is YouTube Right for B2B Businesses?

Monday, October 30 2017 | Business 2 Community
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Video is a powerful way to initiate the first interaction and help position your business and company in a better light because you’re giving detailed, quality content. Here’s the kicker, when you use video in your B2B landing pages, conversions have been known to increase up to 80%. Video is a great way to do things text can’t... Read the full article »
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The Surprising Place Text Content Is Thriving: Video in a Mobile First World

The Surprising Place Text Content Is Thriving: Video in a Mobile First World

Monday, October 23 2017 | Marketing Profs
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Audiences today are spending lots of time on their smartphones. With video's popularity on the rise in social media, people are watching a lot of video content on mobile. Marketers have to adapt their video marketing approach to account for this shift in consumer behavior. The dominance of video content in the feed has everything to do with major social networks' ready mobile access. Facebook has nearly 2 billion monthly mobile users and Snapchat and Instagram were designed specifically for mobile... Read the full article »
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Your Competition Uses Video Marketing and So Should You

Your Competition Uses Video Marketing and So Should You

Thursday, October 19 2017 | Business 2 Community
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Videos have revolutionized the way businesses today approach online marketing. The rise in video marketing has inundated the online landscape covering just about everything you can imagine. Want to learn more about a business? Watch their culture video on their social networks or website. Need to refresh your employee training videos? No time like the present. Video has made life easier both for businesses promoting their products and services, as well as individuals looking for help or advice... Read the full article »
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15 Essentials to Consider When Employing Video Marketing

15 Essentials to Consider When Employing Video Marketing

Thursday, October 19 2017 | Forbes
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More and more businesses are turning to video to promote their brands as well as their products and services. Companies are becoming more business savvy about the value of video with 85% of them employing staff and resources to produce video content internally, according to a report by Hubspot.... Read the full article »
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Twitter Adds New Video Website Card to Provide More Immersive Ad Experience

Twitter Adds New Video Website Card to Provide More Immersive Ad Experience

Wednesday, October 18 2017 | Social Media Today
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Video has been growing on all platforms and Twitter is no exception. Internal research published by Twitter earlier this year shows that tweets with video generate nine times more engagement than basic text updates (as opposed to tweets with images which generate three times more engagement than text alone). Building on that, Twitter says that in testing the new cards achieved click through rate twice as high as the industry benchmark for mobile video ads... Read the full article »
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The Rise of Video in Digital Marketing [Infographic]

The Rise of Video in Digital Marketing [Infographic]

Tuesday, October 17 2017 | theEword
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As marketers, we're usually so busy that ‘the future’ is some abstract concept that doesn’t impact the deadline tomorrow or the day after. Before we know it, the future is now. Video has risen up as the MVP of digital marketing. Video drives traffic. Video increases organic traffic from search engines by 157%. New user growth is more effective when using video content as part of your discovery process. The average website visitor spends 88% more time on a website that contains video... Read the full article »
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A new study from comScore found that product video campaigns which used both professionally created video and user generated content generated a Share of Choice lift of 35.3 points. comScore, reporting on the results of a study on the synergy of professionally produced video content and user generated product videos in marketing campaigns, found that professionally produced video content and user generated product videos are highly synergistic, driving higher levels of sales effectiveness when used in tandem.

The study evaluated an actual campaign that included a combination of a professionally produced “how to” video and a user generated product video that was created and submitted by an actual product user.

The first group of consumers in the study participated in a veiled exercise in order to determine the sales effectiveness of the professionally produced content, the user-generated content, and both together.

Professionally produced content generated a 24.7 point lift in Share of Choice for the featured product and a 16 point lift for the brand’s total line. User generated product videos drove an 18.7 point lift in Share of Choice for the featured product compared to a 10 point lift for the brand’s total line.

When exposed to both professional content and user generated product videos, lift in Share of Choice for the featured product jumped to 35.3 points for the featured product and 28 points for the brand’s total line. This demonstrates not only the value of each of these media individually, but also the powerful combination when used together.

Frank Findley, Vice President, Research and Development at comScore, says, in answer to “... do user-generated videos complement professionally produced content... (the study) found strong evidence of incremental benefit with exposure to both forms of media...”

A second group of consumers participated in a cued exposure exercise and were surveyed after being directly exposed to the content. On its own, professionally produced content resulted in a higher percentage of respondents understanding the importance of the key message presented than user generated content, while the user generated product videos were more successful at producing emotional intensity, key message communication, and ease of relating.

When consumers were exposed to both professionally produced and user generated content, the combined increases were greater than for either of the individual media exposures.

Jessica Thorpe, Vice President of Marketing at EXPO, concludes that “... professionally produced content and user generated product videos are each successful at delivering different key elements to a consumer through video ‘advertising’... feature benefits are more believable when coming directly from the brand through professionally produced content, while the unbiased user generated videos were more believable in verifying specific product claims, such as superiority and convenience... used together, all of the perceived gaps get filled in and consumers become more confident in their purchase decision... resulting in better sales effectiveness from the advertising.”

For additional information from comScore, please visit here.

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