The Definition of Video Marketing


Video marketing is a relatively new form of product promotion that can be highly effective when used properly. Though visual marketing has been used for some time in the form of television advertisements, video marketing differs in some important ways. This form of marketing is becoming more and more popular, and if done well, it can create a large and receptive audience.

Video Marketing Concept

In its simplest form, video marketing is the practice of creating a promotional video for a product or service and uploading it to the Internet. Video marketers rely less on words and more on creating a "buzz" around their product that will prompt viewers to act in a certain way. Marketing in this manner can be a cost-effective method of advertising because many websites allow businesses to upload their videos free of charge.

Video Placement and Promotion

Video marketers place their videos on popular video websites such as YouTube and DailyMotion. They do this because these sites receive large amounts of daily traffic. This can amount to quite a bit of product exposure. Marketers hope that their videos will be viewed by many people, some of whom may be potential customers. They optimize their chances for this by submitting their video advertisements with relevant keywords.

Going Viral

The overarching goal of any video marketing campaign is to create a fan base. To this end, video advertisements often do not appear to be advertisements at all. Companies may create a video that is entertaining and engaging but still features their company mascot as the primary character. The goal of such subtle advertising is for viewers to enjoy the video so much that they share it with their friends, who in turn share it with theirs. This is known as "going viral." By creating a large fan base for their videos, advertisers hope that this will translate into a better reputation for their product and an increase in sales.

Common Strategies

Several strategies are typically employed by video marketers. One strategy involves hosting a video contest on one of the large video hosting websites. A cash prize is offered to the person or team who creates the best video featuring the company's mascot. As teams compete for the prize money, they must familiarize themselves with the sponsor's business. Meanwhile, hundreds and potentially thousands of people will see the resulting videos. This can help garnish curiosity about the company and its product. Another method of video marketing involves companies creating "fan pages" on social networking sites such as Facebook. There they can upload their promotional videos to a receptive audience.

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