3. Viral Video – Numa Numa
The first viral video, “Numa Numa:”
◦ was posted on December 4, 2004, before YouTube, which was
introduced in February, 2005
◦ showed a 19-year old lip-syncing to a song from a Moldavian
pop group popular at the time
4. Video Marketing- Introductory (1 of 2)
YouTube has more than 1 billion users.
The number of hours people are watching on YouTube each month is up 50% year over year.
3. 300 hours of video are uploaded to YouTube every minute.
Half of YouTube views are on mobile devices.
More than a million advertisers are using Google ad platforms, the majority of which are
small businesses.
More than half of YouTube views come from mobile devices.
7. Use of mobile & video is growing … (cont.)
◦ Google, owner of YouTube, asserts that U.S.
consumers who view branded video content
on smartphones are “significantly more
likely to watch, share, and feel personally
connected to ads and branded video content
than their counterparts watching on desktop
or TV are.”
◦ Shoppers like to use smartphones for
information while shopping; some prefer it
to store employees
◦ Figure 8.3 shows the impact of branded
videos on smartphones.
8.
9. Re B2B video marketing:
In 2010 Forbes found senior executives
watching more video, more often, sharing with
colleagues, and taking action based on video
content.
In 2014, Digital Sherpa said that 75% of
executives watch business videos at least once a
week.
For B2B video marketing, remember:
Video can be especially useful for the small
business that needs awareness and reach, but
lacks a large budget.
Executives are people, too! The growth of video
viewing in the general population makes a
strong case for growth in the business
community.
10. Benefits of Marketing with Online Videos (1 of 6)
Engaging Viewers
Video can create a strong connection
to consumers
Videos are particularly good for
storytelling, and enjoyable to most
viewers.
Video stimuli more appealing than dry
text or a podcast
The more senses that are involved in
gathering information, the more
engaging the process becomes.
Viewers become more vested in
content when a human face is
attached to it.
Communication studies estimate that
50% - 80% of meaning is conveyed
through body language; a well-made
video deepens the communication
experience.
11. Benefits of Marketing with Online Videos (2 of 6)
A serious disadvantage of online of print ads is that they require
the viewer to read them.
People are reading less, watching TV & screens more.
Marketers “follow the eyeballs” and the eyeballs of all age
groups are on video.
Young consumers 18-34 watch more video than older age groups.
Studies now show a noticeable shift to video among older age
groups 50 and older
The video audience is large and demographically diverse.
Large Audiences
12. Benefits of Marketing with Online Videos (3 of 6)
Some brands have an obvious link with stories and
other content that can make compelling video.
Red Bull has created such a link between its energy
drink and extreme sports.
Skiers may watch its double pipe or snowboarding
series
If consumers like racing, Red Bull offers everything
from motocross to Indycars.
The events and videos get a great deal of press
attention, extending the brand reach.
And there are some product videos thrown into the
mix.
Building Brand Awareness
13. Benefits of Marketing with Online Videos (4 of 6)
Demonstrating how to use a product has
several benefits as a video marketing
strategy:
Viewers with no experience with the product
may watch, be impressed, and consider
making a purchase.
Such videos may also assist those who have
already bought the product, leading to
favorable online reviews and video sharing.
Home Depot produces a wide variety of
product use videos:
How to Make a Vertical Planter
Do-it-yourself consumers make up 60% of the
industry’s sales, but they do not have the
technical expertise needed.
The videos and in-store workshops on subjects
of interest to that store’s customers proved to
be very effective.
Showcasing the Product
14. Benefits of Marketing with Online Videos (5 of 6)
Conventional B2B wisdom suggests that business videos are good for
demonstrating products and to help build trust in the brand and
product.
Research shows that videos also work to sell products.
Videos convert leads to sales at a lower cost than other lead
generation activities like expensive trade shows.
A 2014 Aberdeen Group study (see Figure 8.5) shows the effect of video
in B2B lead generation.
To make a B2B video, be clear about your marketing objective – A
sales lead? A purchase?
A video should be no longer than 3 minutes.
Generating Business Leads
15. Benefits of Marketing with Online Videos (6 of 6)
Marketers post their branded videos on
multiple platforms including their own
websites.
Table 8.1 shows the largest platforms, making
it clear that marketing videos compete for
attention.
In addition, Facebook allows videos on both
posts and Facebook Pay per Click (PPC) ads.
Advertisers like Facebook ads because they
generate more viewer interaction than videos on
other platforms.
Snapchat users share over 700 million
“ephemeral” photos and videos each day;
viewable for 10 seconds.
Twitter’s Vine only accepts 15-second videos.
Leading Video Platforms
18. Authentic
◦Use real people in actual locations. Home
Depot video channels provide good
examples.
◦Online viewers sometimes see high
production values as a sign of slick
professional marketing, and may be more
skeptical of the content.
◦Many viral videos are recorded using a
webcam.
◦Viewers will not only forgive, but will often
reward a “homemade” feel because the
content seems more believable.
19. How to Create Appealing Video Content (2 of 10)
Entertaining
◦People want enjoyable, fun content.
◦Red Bull is a master at creating videos that
engage viewers with all kinds of sports; the
emphasis is on sports, not the energy drink.
◦If a video is viewed millions of times
because it is crammed with thrilling action,
the brand will be carried along even if its
mentioned very briefly.
◦Entertaining videos make news, are shared
on social networks, and can spawn
imitations and spinoffs, expanding the
brand’s influence.
20. How to Create Appealing Video Content (3 of 10)
Intimate
◦ Its part of human nature to follow stories.
◦ A video that tells a story is more appealing,
and creates a connection with the viewer.
Dove launched the “Real Beauty” social media
campaign with personal and compelling videos
designed to bolster the self-esteem of tweens,
teens, and young women.
This FB campaign increased their number of
fans by 75% in 3 months.
Burger King’s Whopper Freakout campaign
(customers were secretly filmed when they were
told the Whopper was discontinued) created a
huge response for the firm.
21. How to Create Appealing Video Content (4 of 10)
Offbeat and Unusual
◦ Videos that challenge a taboo or seem
otherwise strange and unlikely can be
highly popular; most viral videos
feature these qualities.
◦ Relatively few videos are viewed in
their entirety (see Figure 8.6).
Desktop viewing completion rate was 20%.
Smartphone viewing completion rate was
10%.
◦ Location, mood and content matter.
Viewers most receptive in public places.
A mood of excitement increased receptivity.
22. How to Create Appealing Video Content (5 of 10)
Sharing Online Videos
While some content is so creative, funny
or engaging that it spreads organically,
not all online video producers are so
fortunate.
Schaefer: people share content for three
basic reasons:
As an act of altruism, to help or to share
information
To express their own identity
Because they have an emotional connection
with the brand
People share for intrinsic and emotional
reasons, but businesses are trying to get
people to share for economic reasons.
Also, sharing occurs in several stages:
primary, secondary and tertiary.
23. How to Create Appealing Video Content (6-8 of 10)
Primary sharing is the simplest
step, as it can be done by just one
person.
A video must be posted online,
often on several different video-
sharing sites so that more people
have the opportunity to find and
watch it.
Even if it is posted on several sites,
consider funneling all link traffic
through the most popular portal
(YouTube) or wherever the target
audience is concentrated, so that
the video will be ranked higher by
search engines.
Posting a blog entry to refer to the
video is also helpful; the post may
be picked up and further
distributed by syndication services
and shared by other bloggers.
This occurs when fans, friends,
customers or early viewers begin
spreading the video within their
own social circles; if those people
enjoy the video, they will pass it
along to their other contacts.
The majority of online videos that
fail to spread within the first forty-
eight hours never become popular.
Lay the groundwork for secondary
sharing earlier:
Interact with other content
creators, especially opinion leaders.
Some firms use contests or
incentives (Example: Doritos).
Even a free burrito can allow a firm
to leverage user-generated videos;
offering to share content created by
outsiders makes those people more
likely to reciprocate by sharing firm
content.
Tertiary sharing is when content is
spread on the Internet by people
who likely do not know or have
connections with the original
video’s creator; viral videos are
found at this stage.
Study: Facebook accounted for 81%
of shares
Pinterest at 7%
Twitter with 6%
No other channel accounted for as
much as 2%.
Make sure the video has a
descriptive & memorable title for
reference.
Consider having different titles,
tags, or keywords on each online
video-sharing website.
PRIMARY SHARING SECONDARY SHARING TERTIARY SHARING
24. Can you guess the most view
YouTube Video of All-Time?
A. Hotline Bling – Drake
B. Shake It Off – Taylor Swift
C. Gangnam Style – Psy
D. Dark Horse – Katy Perry featuring Juicy J
