Term: Video Marketing

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The growing capability of the internet and its role as primary media consumption tool has compelled companies to consider video content as an element of their integrated web marketing campaigns. Video marketing helps businesses appeal to the growing demographic of internet users who watch video clips on the web.

Online video demand

Seventy percent of web users access video content on the web at least once per week. Moreover, the platform allows companies to add new layers of creativity to their campaigns. Popular video sharing website YouTube saw more than 1 trillion videos viewed in 2011.

Viewers want video content more than ever, and they’re demanding its availability on multiple platforms. More than 200 million videos are streamed to smartphones every day, and rapidly increasing user bases for both smartphones and tablets means even more on-the-go users will be accessing the content moving forward.

Video content for SEO link building

Content marketing is critical to search engine optimization, and video content can generate inbound links and web traffic.Though video content, itself, can’t be crawled by search engines, it has SEO benefits.

Videos are highly shared across the web, and marketers who include rich descriptions and keywords in video titles can also benefit from video platform search visibility and a presence on the video results section of Google. Additionally, adding text transcripts of video content posted on a website can improve the SEO value it has for the site. Pairing video with written content, whether an article or well-written metadata, has proven to be a strong SEO strategy for businesses, with video listings appearing in the top 100 listings for more than 70 percent of searches, according to Marketingweek.

Branded video content

For content to stand out, businesses must differentiate their material from other companies, especially competitors. Some methods that have worked are innovative series that develop fictional characters or storylines centered around a specific product. Other campaigns essentially as commercials for a business, such as Red Bull’s campaign that features extreme sports athletes, or serve as how-to’s that establish thought leadership.

More examples of successful branded video content include:

Popular video distribution platforms

Video hosting can be difficult for businesses, however, using popular video-sharing websites can help companies lessen the technical burden and integrate video with social media marketing campaigns. Among the most popular video-sharing services are:

  • YouTube
  • Vimeo
  • Daily Motion
  • Metacafe
  • Viddler

Video marketing influence on purchases

With video content marketing, businesses find that certain metrics used to determine the success of web campaigns improve drastically. Dwell time is the most obvious, as engaging video content will likely keep visitors around for longer. Video marketing conversion rates have yet to be released, but increased adoption indicates positive results.

Video usage on retail and brand sites increased substantially during the 2011 holiday shopping season with Invodo reporting an 897 percent increase on videos hosted on its network compared to 2010.

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