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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.

4 Vital Tools for Online Marketing Success

4 Vital Tools for Online Marketing Success

Tuesday, August 22 2017 | Tech Vorm
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Research has regularly shown that websites that incorporate videos experience faster audience growth and more engagement. YouTube is the largest repository of videos on the internet and is the most popular platform for video marketing. For best video marketing results, it’s important to ensure your videos are available on... Read the full article »
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How to Advertise on Snapchat

How to Advertise on Snapchat

Friday, August 25 2017 | 99 Signals
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With 166 million active users who, on average, open the app more than 18 times a day, Snapchat has a highly engaged user base that is largely untapped by marketers. Snapchat’s community spans a broad age range. It’s not just teens using the app. Snapchat’s growing audience of daily users in the US includes 50% who are 25 or older... Read the full article »
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 A Marketer’s Guide to Using 360 Video on Social

A Marketer’s Guide to Using 360 Video on Social

Monday, August 21 2017 | Mobile Marketer
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Over 50% of marketing experts cite video as having the best return on investment out of all the methods they use to get out the word about a brand. It’s smart to use video on social media—including newer offerings like Instagram's 360-degree videos—to make a brand stand out from all the noise on the internet... Read the full article »
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2017 Employee VIdeo Communications Report

2017 Employee VIdeo Communications Report

Wednesday, August 23 2017 | Web Video Marketing Council
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The 2017 Employee Video Communications Report presents statistical engagement and response data from 200 of these employer-to-employee campaigns, which were distributed by 159 organizations to more than 875,000 employees. Average employee engagement rate from these campaigns was 76 percent... Read the full article »
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Do Different Age Groups Prefer Different Content Online? [Infographic]

Do Different Age Groups Prefer Different Content Online? [Infographic]

Wednesday, September 20 2017 | Social Media Today
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Video marketing is a revolutionary channel that’s changing the ways of video marketing consumption. Real-time video is a popular trend today among millennials, which means you can use Snapchat and other platforms for addressing this generation... Read the full article »
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7 Opportunities for Using Email Templates

7 Opportunities for Using Email Templates

Saturday, August 12 2017 | Business 2 Community
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Within a template, consider including links to how-to articles or videos, as well as links to customer support content to proactively anticipate needs. How Tos can get text-heavy so include short, informative videos when relevant to speed up teaching and comprehension. In some cases, video in email has boosted click-through rates more than 50%... Read the full article »
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A Look into Video Marketing [Infographic]

A Look into Video Marketing [Infographic]

Friday, September 1 2017 | The Next Web
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HubSpot estimates that 80% of web traffic will be driven by video by 2019. Storage and optimization of video will become a bigger priority in the years to come and these numbers really help put that into perspective... Read the full article »
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Publishers Are Making More Video - Whether You Like It or Not

Publishers Are Making More Video - Whether You Like It or Not

Tuesday, August 29 2017 | Bloomberg
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Americans are expected to spend 81 minutes a day watching digital video in 2019, up from 61 minutes in 2015, according to projections by research firm eMarketer. Video ad rates vary depending on their format but spots can sell for as much as $27 per thousand impressions, while display ads—think of the infamous belly fat ads—can go for just 50 cents per thousand views or less, according to Brian Mandelbaum, CEO of Clearstream... Read the full article »
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Preparing Your Marketing for Vertical Video

Preparing Your Marketing for Vertical Video

Wednesday, August 16 2017 | MarTech Advisor
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Social media platforms such as Snapchat and Instagram have boosted video content’s popularity to incredible heights. Since these apps are used on mobile devices, videos designed for social media must adapt to the vertical format. Just as any content shared on these apps must be vertical, video advertising has followed suit... Read the full article »
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12 Tips to Help Your YouTube Marketing

12 Tips to Help Your YouTube Marketing

Friday, September 1 2017 | Forbes
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Video content is in demand at the moment, which means approaching the right influencers or regularly updating your own content can help you leverage YouTube marketing to appeal to younger generations. YouTube is just another channel for your message, one that Gen Z and millennials use the way Gen X and boomers use Google.... 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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