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Marketing is about storytelling and video marketing is the most effective way to tell your story quickly. YouTube and other social networks allow businesses to engage directly with their customers, regardless of their size, in a fun and easily digested way. The smallest marketing budget can create a video that engages with viewers and becomes a sensation.

Why social networks love video

Social networks such as YouTube, Facebook and Twitter, have given video marketers new opportunities for expression, pioneering creativity with short form video. Video marketing on social media networks gives businesses opportunities to experiment, without the cost involved of traditional television ad campaigns. The videos can be instructional, funny, poignant, or serious, making companies more personal, and allowing customers a look inside your company.
The biggest feature of social media is how easy it is for users to share content with friends and family. People share content for a number of reasons, from liking the product or company advertised, to connecting with the content of video itself. When a video becomes exceptionally popular and goes viral it can reach unanticipated audiences, expanding the reach of the brand further than any traditional marketing campaign.

What makes content go viral?

With 48 hours of video uploaded every minute, YouTube is a true democracy where the audience defines popularity. From Double Rainbow and ‘Friday’ by Rebecca Black, to corporate created flashmobs at airports, shopping malls and in the streets, virality is what defines success in the social media landscape.

Virality is about capturing the Zeitgeist of a moment, tapping into a universal truth and creating content that connects on an emotional level. Whether that is making people laugh or cry, happy or angry, the aim is to invoke a visceral reaction rather than an intellectual one.

It is important to ensure content is relevant, topical, and shareable as the internet moves fast, and your content must enchant immediately to have any chance of success. Uniqueness and creativity are important for credibility, and the focus must be the video as a piece of artistic expression, rather than simply a sales tool. Social media users are quick to see when they are being duped and scorn travels faster than praise in the online world.

There is no formula to guarantee five million views or likes, but these are principles that video marketers follow to give a video the best chance at internet fame.

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