Old Spice, Volkswagen, T-Mobile and yes, even indie-band, OK-GO are all brands that use video marketing to promote themselves and their products. In this article we'll be exploring what exactly video marketing is, where it came from and how its changing the face of online entertainment and advertising. So, without further ado let's start at the beginning and take a look at the origins of video marketing.
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
Samsung created 'It's Flicky' a parody music video to promote its latest mobile device, the X380. Based on the tune, 'It's Tricky' by Run DMC, the video put the phone front and centre and promoted its novelty feature - a screen that flicks up. A simple concept, but expertly executed. It was not slick, the production values were terrible and with a seemingly cavalier attitude to the song's copyright - the young YouTube audience lapped it up. The video received positive comments, as well as many that expressed a strong intention to buy and more importantly, it also secured a sort of viral status - even before brands understood what that meant.
Nowadays video marketing is an integral part of many a company's marketing plan and the idea behind it has evolved from simple guerilla-style content. Advertising is now being considered entertainment, the web is forcing brands to realise that people don't have to watch their messages and they certainly don't have to buy from them. To this end, the advertising now panders to the audience, craving attention and acceptance.
Since then YouTube has become of the big players in the eyes of marketers and has earned the respect of business. However, video itself has become far more attainable with cheaper equipment, higher broadband speeds, more mobile access, greater share-ability and the ability to interweave with so many of the digital online platforms.
Nowadays video, often hand in hand with YouTube, are used by brands such as Old Spice, Will It Blend, Volkswagen, Geico, T-Mobile and so many others to reach new consumers, educate existing customers and engage in massive brand building experiences. For smaller brands and organisations, video is vital to populate digital spaces, especially the website to connect with visitors and ultimately to sell or build brand loyalty. Video can be used in so many ways, in so many different locations and in pursuit of very different objectives.
Let us know your thoughts on how your business uses video marketing, or visit the site for more information on using video to market your business or products!
Back around 2006 YouTube was still a bit of an unknown quantity in the online world, as with many new platforms and technologies it wasn't entirely trusted or understood by businesses and for a long time YouTube was the home of very amateur content and pirated commercial material such as music videos. Internet speeds and other web technologies weren't refined enough for YouTube to be a household platform but its raw and desirable content did mean that it started to generate an audience and a user base. As the user base continued to grow then of course marketers started to take notice - you go where the people are, but even then very few brands managed to capatalise on the platform. One of the earliest success stories however was Samsung, who created one of the first examples - in my mind - of genuine, viral content.
Samsung created 'It's Flicky' a parody music video to promote its latest mobile device, the X380. Based on the tune, 'It's Tricky' by Run DMC, the video put the phone front and centre and promoted its novelty feature - a screen that flicks up. A simple concept, but expertly executed. It was not slick, the production values were terrible and with a seemingly cavalier attitude to the song's copyright - the young YouTube audience lapped it up. The video received positive comments, as well as many that expressed a strong intention to buy and more importantly, it also secured a sort of viral status - even before brands understood what that meant.
Nowadays video marketing is an integral part of many a company's marketing plan and the idea behind it has evolved from simple guerilla-style content. Advertising is now being considered entertainment, the web is forcing brands to realise that people don't have to watch their messages and they certainly don't have to buy from them. To this end, the advertising now panders to the audience, craving attention and acceptance.
Since then YouTube has become of the big players in the eyes of marketers and has earned the respect of business. However, video itself has become far more attainable with cheaper equipment, higher broadband speeds, more mobile access, greater share-ability and the ability to interweave with so many of the digital online platforms.
Nowadays video, often hand in hand with YouTube, are used by brands such as Old Spice, Will It Blend, Volkswagen, Geico, T-Mobile and so many others to reach new consumers, educate existing customers and engage in massive brand building experiences. For smaller brands and organisations, video is vital to populate digital spaces, especially the website to connect with visitors and ultimately to sell or build brand loyalty. Video can be used in so many ways, in so many different locations and in pursuit of very different objectives.
Let us know your thoughts on how your business uses video marketing, or visit the site for more information on using video to market your business or products!
About the Author:
Ryan Stone is Creative Director of Lambda Films, a Video Production Norwich company. If you're interested then learn more about the benefits of online video from the Lambda Films video blog series.
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