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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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There’s nothing quite like that special moment when a video goes viral. Millions see it; millions are entertained, and the media landscape is enthralled for a while with its newest pop-culture darling. When a brand is involved in this phenomenon, it’s an unqualified, grand-slam home run -- and every marketer’s dream.

The natural corollary to this line of thought is that only superb content will work in social media. Most advertisers we speak with are under this impression. Fortunately, nothing could be further from the truth.

How-to videos, repurposed TV spots, drug and medical advertisements, recipe videos, and direct response commercials all consistently enjoy success in social media. In fact, one could argue that the performance-based, non-interruptive social format provides better, more tangible value than standard pre-roll.

The distribution mechanism for social video is a value exchange, whereby users receive virtual goods in return for watching a video. This format puts users in control, and it generates completion rates as high as 94% for 30-second videos. But of particular interest to advertisers is the channel’s ability to generate earned media -- regardless of the content.

Nothing is going to make a two-minute recipe video “go viral,” nor would the producers of such content necessarily have that expectation. But earned media is more than just sharing and free reach. According to a study we recently conducted, nearly 5% of users, on average, who watch a social video take an additional earned-media action after viewing. This means coupon and recipe downloads, store locator usage, Facebook visits, participation in contests, etc. All of this happens, by the way, after the user receives her or his virtual reward.

Thus, advertisers interested in generating earned media activity for their videos need not concern themselves with creating the next viral meme. They should, however, come to the table with a clear idea of the consumers they’d like to reach, and the actions they want those consumers to take. Coupon downloads, for instance are a natural next step after watching a CPG commercial.

Understanding the basic tenets of social media advertising (i.e., value exchanges, performance-based Cost-Per-Engagement (CPE) pricing, and targeting by demographic rather than by content type) can create opportunities for many brands that might not otherwise consider themselves good fits for the space.

Earned media results are no longer limited to an elite group of viral video megahits. Advertisers of every stripe can benefit from social advertising; they simply have to plan for it.

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