Video marketing

from Wikipedia, the free encyclopedia

Video Marketing , and Web Video Marketing called, is a special form of online marketing to present using video on the Web PR, marketing and sales messages to their own or other Internet sites. It is less promotional than online video advertising , which is the more aggressive form of marketing. Video marketing uses the internet as a distribution channel. This means that a video is uploaded to as many video platforms as possible , or placed on pages with editorially updated video content (e.g. as a video ad on community websites, company websites, social & casual games, and much more).

On the one hand, this is intended to create additional incentives to

  • the number of visitors, as well
  • Increase the length of time visitors spend on the advertised website.

On the other hand, video marketing is used in a targeted manner

  • for brand management,
  • for press work,
  • for the introduction of new companies, brands and products,
  • to increase product sales, for example by showing product advantages in the video,
  • to strengthen customer loyalty, for example with video instructions and tutorials and
  • to advertise your own offer on third-party websites.
  • in order to achieve the best possible search engine position with moving images.

In contrast to viral marketing, video marketing often uses content that clearly identifies the sender (branded content).

The videos created for this purpose are converted into an internet-compatible video format for playback. While the Flash format used to be the standard, it has now been replaced by MPEG-4 (encoded in H.264) or Quicktime MOV formats.

With video marketing, a discipline has become established that achieves very high coverage with almost no wastage at favorable conditions (at least compared to traditional media such as TV). An important aspect is the success analysis, the monitoring of the video contributions. In addition to the usual indicators such as the number of visits, Google Analytics or Alexa evaluations (countries, search terms, referring websites, etc.) and length of stay, i.e. H. how long are the video contributions viewed, further meaningful information should be evaluated to monitor the success of the video contributions. The web player playing can also provide the necessary data for this. Especially when using interactive functions such as displaying text information services and voting. Internal links to other posts or external links to social media networks make sense to monitor in order to assess and optimize user behavior and the effect of the triggered events. Web players deliver this data to the website operator about all events and thus offer the possibility of making changes to the video contribution itself (if the length of time spent on the clip is too short) or to the accompanying interactive functions.

Video marketing with the involvement of the target group

A modified form of video marketing requires a role reversal between the advertiser and the advertiser. If it is common in conventional video marketing for the company to send its marketing message, in this form of video marketing the user himself, as part of the target group, is the producer and director of the video spot.

The company only focuses on the brand essence in the form of its product or service through incentives such as competitions. The user and consumer deal with this and create a video spot themselves. The video message of this spot has i. d. Usually the product or service, as well as the corresponding handling or its advantages to the core.

By using this marketing variant for its advertised products and services, the advertised company achieves a significantly higher level of acceptance among its target group, as the video message was practically created by the target group itself and thus corresponds to a credible recommendation.

Video marketing in the social media area

Video marketing has recently received special attention in the social media sector. Since people are increasingly critical of the pure form of advertising, "advertisers" are increasingly doing without traditional advertising, i.e. posts that are marked as advertising, for example on Instagram. So instead of creating a video and promoting it on a budget, it's better to publish the video on your own Instagram account. This means that the video is not marked as advertising, and so it fits better in the users' feed.

The prerequisite here is of course a large number of followers, as only these will see the video in their feed.

Youtube, in particular, as the world's largest video platform, opens up great potential for companies to address customers, because videos are played directly to the target group. Facebook also offers an autoplay function with which video clips can be played automatically. This increases the likelihood that users will watch the films and share them with their friends and acquaintances. Instagram has also recognized this trend and will also become a serious alternative for video marketing in the coming months and years. The relatively new IGTV function in particular is a strategic step by Instagram towards a video platform.

literature

Individual evidence

  1. ↑ How video marketing increases your SEO performance. In: Film production and video production Frankfurt. October 9, 2019, accessed on March 10, 2020 (German).
  2. ↑ Steven Eissing - Operi: Video marketing for more sales, more customers and awareness. In: operi.de. September 19, 2018. Retrieved November 8, 2017 .