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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.

Everything a CMO Needs to Know About Video Marketing in 2018

Everything a CMO Needs to Know About Video Marketing in 2018

Thursday, February 8 2018 | Marketing Land
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Video marketing is one of the most powerful marketing tools online right now, and it gets more popular every day. To boost your online campaign with the most effective ROI you can get, video cannot be ignored. While basic video marketing is still strong, there are some recent developments in the world of video content you can employ to boost your efforts... Read the full article »
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11 Reasons No One Is Watching Your Video Content [Infographic]

11 Reasons No One Is Watching Your Video Content [Infographic]

Thursday, February 8 2018 | Social Media Today
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Video is a powerful medium for promotion and has become a key influencer in sales decisions. But even creating great video content won't guarantee video marketing success. You have to do more than just launch a video. You need to know what your audience wants, where they want to see it, and how to keep them hooked... Read the full article »
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Video Content Marketing in 2018

Video Content Marketing in 2018

Monday, February 5 2018 | Mar Tech Advisor
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The social media marketing industry is booming as budgets have nearly doubled worldwide over the past few years from $16 billion in 2014 to $31 billion in 2016. And video has become the centerfold of social media. But what’s different in 2018 is there are companies navigating this complex landscape with success. Marketers have shifted from traditional media to social media as the preferred way to engage with customers and capture their elusive attention to achieve marketing objectives through social video... Read the full article »
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Digital Video Content Trends in 2018

Digital Video Content Trends in 2018

Monday, February 5 2018 | Business 2 Community
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The world of digital video continues to grow year on year and we continue to observe and debate the various trends and technologies that are evolving in this burgeoning market. 2017 was a pivotal year for digital video, with internet ad spend surpassing TV ad spend for the first time. 2018 looks to be another exciting and perhaps defining year for digital video... Read the full article »
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How Brands Can Make the Most of LinkedIn Video

How Brands Can Make the Most of LinkedIn Video

Monday, February 5 2018 | Business 2 Community
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Video content is increasingly popular and doesn’t have to go viral to drive results. More video content is uploaded in 30 days than major U.S television networks have created in 30 years. There’s a demand for video content, which means you need to be using it in your marketing strategy... Read the full article »
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20 YouTube Hacks & Tricks You'll Want to Know This Year

20 YouTube Hacks & Tricks You'll Want to Know This Year

Saturday, February 3 2018 | HubSpot
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When people talk about today's most popular social sharing websites, YouTube often gets left out of the conversation in favor of sites like Facebook and Twitter. But don't be fooled. YouTube has a lot going for it. Although Facebook might be the largest social networking site, YouTube has the second greatest reach after Facebook in terms of general usage. It's also the second biggest search engine behind its parent company, Google... Read the full article »
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How Online Video Is Taking over the Internet [Infographic]

How Online Video Is Taking over the Internet [Infographic]

Friday, February 2 2018 | Social Media Today
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It’s easy to see why online video is growing—commercials are limited, content airs on your time, and you can view from wherever you and your device are. Given this, is your business going to take the plunge and look to ride the video streaming wave in 2018... Read the full article »
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Why Video Is Exploding on Social Media in 2018 and How to Take Advantage

Why Video Is Exploding on Social Media in 2018 and How to Take Advantage

Thursday, February 1 2018 | Business 2 Community
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There’s been an explosion of growth in video on social media in recent years. Views of branded video content increased 99% on YouTube and 258% on Facebook between 2016 and 2017. On Twitter, a video tweet is six times more likely to be retweeted than a photo tweet. If you haven’t taken a closer look at the power of social media and video together, you’re in for a surprise. The numbers are big. Really big... Read the full article »
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Experts Share Their #1 Tip for Great Marketing Videos

Experts Share Their #1 Tip for Great Marketing Videos

Wednesday, January 31 2018 | Animatron
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We all know how effective and engaging video marketing is. There is no doubt that nowadays it’s necessary to include video in brand and product marketing campaigns in order to make them successful. But the main question remains unresolved: how do you create the perfect video that makes your product stand out to the audience?... Read the full article »
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Why Are So Many Brands Bailing on Snapchat Video?

Why Are So Many Brands Bailing on Snapchat Video?

Tuesday, January 30 2018 | Business 2 Community
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When it comes to building a presence online, many marketers base their strategy on proven results and industry-wide statistics. That’s no different when we use social media or video marketing—or when you combine the two. Social video marketing is attractive for brands, especially considering the average person watches over 1.5 hours of video content every day... 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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