Marketing is essentially a simple process.
It’s about getting your message out to a targeted audience, creating an interest in the product or service you’re selling, and converting that interest into sales. These rules apply right across the marketing spectrum. However, certain marketing channels lend themselves more readily to specific forms of advertising and marketing – video advertising being a case in point. Video marketing through social media channels is becoming increasingly popular in the YouTube age. Its appeal is obvious. People are more attracted to visual marketing because pictures can often speak louder than words. Any message that can appeal to both the eyes and ears of the viewer will engage the audience, as long as it’s done skillfully. But it isn’t just a question of creating a compelling and enjoyable video.
The producers of the video need to get their advertising seen by as wide an audience as possible.
That’s where social media channels earn their keep. Uploading a video to YouTube with keyword-rich titles, descriptions and Meta tags will enhance the video’s chances of exposure and generally lead to greater marketing success. It’s no wonder than that video marketing just goes from strength to strength, but just how popular is it? Is it the preferred form of online advertising for most businesses?
In The fourth quarter 2011 Video Marketing Survey and Video Trends Report by the Web Video Marketing Council (WVMC) and Flimp Media, the figures clearly show that visual advertising is most powerful and that video marketing continues to trend upwards as the strongest marketing vehicle.
The latest survey results from the Web Video Marketing Council show that:
- 81% of marketing professionals say that they have used video in their online marketing efforts.
- 67% of marketing professionals have posted online video to their websites and 61% to social media sites.
- 52% of respondents have used video email marketing, and of those that have used it, 88% report that integrating video with email marketing has made a positive impact.
Applications where online video is used to market products and services:
- Posting videos to an organisation’s website.
- Posting videos on social media sites.
- Email marketing.
- Generating sales leads.
- Internal communications by senior management.
As can be seen, social media applications are the second most popular application listed in the survey. As most social channels support video sharing, it’s pretty clear why marketers continue to find value in participating in these forums. Not only does video advertising reach a greater audience, but the added SEO value from optimsing videos to rank in organic search results also presents another viable reason to invest in this format.