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Video Communications Articles, Trends, Tools, Strategies & Best Practices
Scan the latest news, articles, and industry trends related to online video communications including best practices, software tools, online video training, corporate communications and employee engagement videos. Keep up with the ever changing ways in which large companies and organizations are using video communication tools and software solutions to improve engagement and efficiencies.
GoPro's video communications strategy is based on showing users footage created using the GoPro camera. The brand creates video content such as "Video of the Day" that is distributed through YouTube and across social media networks. GoPro has generated 1.78 million subscribers and more than 446 million views from nearly 1,600 videos produced to date.
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The "Trading Faces" video communications series from Ulta Beauty features non-celebrities in a online program in which women from different geographic regions swap fashion and makeup tips. Ulta turned to video communications because digital video content proved to be a better fit to reach prospective customers than traditional advertising.
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"Farmed and Dangerous" from Chipotle is the fast-service burrito chain's latest video communications. Chipotle produced long-form video content that is being distributed via the Hulu video sharing site. The video campaign takes a satirical look at industrial farming through 30-minuted scripted online video programming.
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Based viewer engagement with Super Bowl XXXIV teaser ads distributed online, it is only a matter of time before Super Bowl ads generate more views online than during the actual live event. As of 12 p.m. on Super Bowl Sunday, more than 30 Super Bowl commercials distributed via video communications generated more than one million views. Two videos had between 12 to 30 million views each.
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Following the style of the popular Snapchat app, a video communications from Guinness in support of the "Made of More" campaign will be able to be viewed only on one day. The video, featuring American biathletes Tracy and Lanny Barnes, tells the story of Tracy relinquishing her Team USA spot to her sister Lanny.
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Saucony's "Find Your Strong" campaign features the 22-minute "Finding Strong" documentary. This video communication was designed to help the athletic brand connect with the specialty-runner audience. Saucony will debut the video in New York, Boston, Austin, and 10 to 15 other key markets, then release the video content digitally in late March or early April.
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Interactive video communications, combining elements of social media and direct response, are expected to be a major digital marketing trend in 2014. Interactive video content offers marketers a way to engage viewers.
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For a third year in a row, the Online Video Marketing and Business Video Trends Report provided an insight into how organizations are using video communications. This annual study provides a benchmark data on how businesses are marketing with video content. Sixty-five percent of respondents said that their organization produced more than ten videos for marketing during 2013.
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Chipotle Mexican Grill has produced "Farmed and Dangerous," a new four-part video communications series debuting in February 2014 on Hulu. The satirical video content pokes fun at industrial-scale farming while offering a concerned message about sustainable agriculture.
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There are a number of web venues that organizations can use to distribute video communications. YouTube and Vimeo are popular websites for professionally produced video content. AOL and Yahoo serve a lot of entertainment-related video content. Social video networks, including Vine and Instagram, offer innovative ways to create micro-video content along with an opportunity to engage social video enthusiasts.
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Video communications can be a way for private and independent schools to differentiate themselves and connect with prospective students and parents. For colleges, 45 percent of college-bound juniors and seniors indicated that video communications were the best way to learn about different schools. Video communications can be a cost effective way to market to potential students.
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Video communications remain one of the top ten suggested marketing tactics for 2014. Video content can be deployed across a number of different entities, including integrating into websites, sharing via social media and distribute via video email. Video communications offer organizations a way to engage customers and prospects.
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The advent of digital video communications has caused brands to alter their Super Bowl advertising strategy. Traditionally, Super Bowl TV spots were kept secret until they premiered during one of the biggest sporting events held annually in North America. Today, Super Bowl campaigns last between 8- to 13- weeks, due in part because brands are able to create teaser video communications and social video marketing campaigns.
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Though effective, many marketers do not create and distribute digital video communications. Online video is a fantastic source to drive website traffic and generate interest in marketing initiatives. Video communications can easily be blended into existing interactive marketing programs, targeting audiences through desktop and mobile devices.
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Duracell's "Trust Your Power" video communications campaign, created by Saatchi & Saatchi, featured San Francisco 49ers linebacker Patrick Willis in a video that showcased how he overcame hardships in life. The viceo generated nearly 2 million YouTube views and 84,000 social video shares. The second video in this campaign, released in January 2014, told the story of the Seattle Seahawks running back Derrick Coleman and, thus far, has nettted almost 3.5 million YouTube views.
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MediaPost's Online Video Insider - Mallory Russell
If the ultimate goal of your organization's video communications is to "go viral," the best way to ensure that video will be shared is to produce video content that emotionally resonates with viewers. Once the video has been produced, the next key is to distribute the video communications across the social media sites your target audience uses at a time that is appropriate for viewer engagement.
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Marketers can easily incorporate video communications into the marketing mix. Organizations, especially those marketing within the B2B category, can create video content for each stage of the marketing funnel. Improve sales lead-gen ROI by producing videos featuring existing customers or the sales team. Optimize the web video marketing process by tracking video analytics and ROI.
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Based on various studies and trends, digital video communications will be the future of content marketing. According to Nielsen, 64 percent of marketers expect video content to dominate marketing strategies in the near future. Video content is naturally engaging, while providing a communications format that simplifies the dissemenation of marketing messaging.
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Video communications can be leveraged by organizations as a way to connect with target audiences. Video campaigns can be designed with video content that is relevant to viewers. The most effective web video marketing content contains a direct call-to-action, illustrating the tangible benefits to viewers. Video is a great way to initiative and nurture clients and prospects.
Read the full article »
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MediaPost's Online Video Insider - Mallory Russell
Longer-form,cinematic styled video communications are expected to be a content trend among major brands in 2014. Organizations are looking for ways to tell a story and longer-form video provides an ideal format. Web video marketing campaigns will also be designed to increase audience interactivity.
Read the full article »
GoPro's video communications strategy is based on showing users footage created using the GoPro camera. The brand creates video content such as "Video of the Day" that is distributed through YouTube and across social media networks. GoPro has generated 1.78 million subscribers and more than 446 million views from nearly 1,600 videos produced to date.
Read the full article »
The "Trading Faces" video communications series from Ulta Beauty features non-celebrities in a online program in which women from different geographic regions swap fashion and makeup tips. Ulta turned to video communications because digital video content proved to be a better fit to reach prospective customers than traditional advertising.
"Farmed and Dangerous" from Chipotle is the fast-service burrito chain's latest video communications. Chipotle produced long-form video content that is being distributed via the Hulu video sharing site. The video campaign takes a satirical look at industrial farming through 30-minuted scripted online video programming.
Following the style of the popular Snapchat app, a video communications from Guinness in support of the "Made of More" campaign will be able to be viewed only on one day. The video, featuring American biathletes Tracy and Lanny Barnes, tells the story of Tracy relinquishing her Team USA spot to her sister Lanny.
For a third year in a row, the Online Video Marketing and Business Video Trends Report provided an insight into how organizations are using video communications. This annual study provides a benchmark data on how businesses are marketing with video content. Sixty-five percent of respondents said that their organization produced more than ten videos for marketing during 2013.
Video communications can be a way for private and independent schools to differentiate themselves and connect with prospective students and parents. For colleges, 45 percent of college-bound juniors and seniors indicated that video communications were the best way to learn about different schools. Video communications can be a cost effective way to market to potential students.
The advent of digital video communications has caused brands to alter their Super Bowl advertising strategy. Traditionally, Super Bowl TV spots were kept secret until they premiered during one of the biggest sporting events held annually in North America. Today, Super Bowl campaigns last between 8- to 13- weeks, due in part because brands are able to create teaser video communications and social video marketing campaigns.
Marketers can easily incorporate video communications into the marketing mix. Organizations, especially those marketing within the B2B category, can create video content for each stage of the marketing funnel. Improve sales lead-gen ROI by producing videos featuring existing customers or the sales team. Optimize the web video marketing process by tracking video analytics and ROI.
Video communications can be leveraged by organizations as a way to connect with target audiences. Video campaigns can be designed with video content that is relevant to viewers. The most effective web video marketing content contains a direct call-to-action, illustrating the tangible benefits to viewers. Video is a great way to initiative and nurture clients and prospects.
Longer-form,cinematic styled video communications are expected to be a content trend among major brands in 2014. Organizations are looking for ways to tell a story and longer-form video provides an ideal format. Web video marketing campaigns will also be designed to increase audience interactivity.