Every day, 500 years of video are watched on Facebook, and each minute 700 million YouTube videos are posted on Twitter. It is through web videos that teen pop stars like Justin Bieber became famous (his “Baby ft. Ludacris” video is the most watched YouTube video ever), that viral web videos like Antoine Dodson’s reaction to his home invasion made national news and that people now have a chance to know their favorite television shows, movies, songs and brands on a more personal level.
Because of their popularity, the importance of web videos for brands is becoming increasingly apparent. As the number of web video views continues to soar, traditional television advertising just may not be “where it’s at” anymore. The dynamic has changed. People want to feel more connected to everything around them, from liking their favorite brands on Facebook, to getting a behind-the-scenes look at how a movie is made.
In the advertising world, web videos give brands the chance to market content subtly in order to promote their products and services while entertaining viewers. Web videos are not blatant advertising messages, but still a positioning mechanism that makes a brand stand out in a consumer’s mind. Some people even argue that web videos are a more effective tool when it comes to marketing, and here’s why: Web videos give brands the ability to tell a more intimate story, the ability to have their message shared amongst friends, and the ability to start public conversations.
Behind-the-scenes footage, fan interviews, animated shorts, and outtakes are just a few of the reasons people are drawn to web videos. This form of content marketing provides brands the ability to tell a story beyond their advertising message. The rough-cut, humanistic qualities of these types of videos play off an innate need for consumers to form a personal connection with a brand, celebrity, movie/music genre, etc., by showing a side of the brand that is less than perfect, just like the consumer. Telling a story through a web video and sharing it via social media is an effective way to put down the marketing megaphone and form real connections with your consumers.
When people see something cool and exciting, the first thing they typically want to do is share it with everyone who will listen. They might post a picture of an exciting purchase on Facebook, or text a friend about a delicious item they tried on a menu, or they might send an interesting web video to a friend. When consumers share a web video your company has created, they are using viral word-of-mouth to endorse your company—something that a television ad cannot necessarily do. Because web video host sites like YouTube and Vimeo have made it so easy to share these videos, your company’s brand advocates can help disseminate your message for you.
More than 50% of videos on YouTube have been rated or include comments from the community. Web videos are a place on which consumers can comment about a brand and voice their opinion. Instead of speaking to the television screen, people can have an actual conversation with other consumers about brand or idea in the video. Advertisers can then get in on this conversation and answer questions or address issues that are being discussed. Bottom line, web videos create conversation around a brand that—combined with social media—can help to positively position it in the minds of consumers.
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