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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.
Now, with the evolution of amazingly entertaining whiteboard videos, a whole new world of web video marketing is evolving that provides options to reach the highly-coveted Millennials. Millennials watch and engage with video content and it is important that your organization delivers! Here are three reasons that video is having such a profound impact on... Read the full article »
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With the fast-moving developments of technological tools, it is now easier to create videos costing you the littlest amount. People these days can simply use their smartphones to shoot videos. In this article, we will look at three ways on how you can use video for your marketing strategy... Read the full article »
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When it comes to increasing brand awareness and accessing viewers for companies and any organization or non-profit, serving up quality online marketing videos is one of the most popular ways to reach millennials and most everyone else, young and old, who love their smart phone. We’ve put together these top three tips to help you understand how to use your smartphones for video creative and improve your web video production skills... Read the full article »
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What if your customers told you what they wanted… in real time? Thanks to the power of interactivity you can turn your marketing into a “choose-your-own-adventure” experience that segments customers, personalize your sales messages, and engage your target market. All this is possible with interactive video. The question is, how do you actually use this insane potential in a way that grows your business?... Read the full article »
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One effective way to humanize a brand is through social media. Companies set up Facebook or Twitter accounts because it’s simply “what companies do” and people need to see the brand’s name. In 2014, “74.5 percent of SMBs reported using social media to promote their businesses—more than any other category of media and businesses should be using social media video marketing as a way to build... Read the full article »
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According Q3 2016 data, mobile video ads which are video ad units that reside natively in the mobile feed were very successful. Mobile video ads made up 49.9 percent of all in-feed mobile video views, up from 42.6 percent in Q2, 34.5 percent in Q1 and 16.5 percent in Q4 2015. Mobile video marketing experienced a 178% growth over the last six months with the largest percentage growth among... Read the full article »
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US brand marketers gauge how well digital video ads perform in a variety of different ways. Today, most measure digital video ad performance by looking at site traffic but in the next year or two, more respondents want to be able to measure via cost per acquisition because... Read the full article »
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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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