video marketing

Are you making these six video marketing mistakes?

Video marketing is so prevalent that by 2016, 74% of all internet traffic will be in the form of a video.  

The reason videos are so popular is because it’s far easier to consume content by watching an engaging video rather than trying to read about it.

But what do your video marketing efforts look like? Have you dabbled in a bit of video creation but failed to get any results? 

Why embedded videos in email marketing don’t work

If the vertiginous rise of video-sharing and streaming platforms such as YouTube, which receives more than 6bn video views from 1bn unique users every month, has taught us anything it’s that people have a voracious appetite for video.

It should be no surprise then that more than four out of every five marketers plans to use video in their email campaigns in the future.

A look inside GoPro’s dazzling YouTube strategy

GoPro is the fifth biggest brand on YouTube according to The Touchstorm Video Index and as only 2% of the top 5,000 YouTube channels are from brands, this is a considerable achievement.

With 1.7m subscribers to GoPro’s YouTube channel, how does this California-based digital camera manufacturer keep its audience entertained and engaged, on a social video platform notoriously difficult for brands to achieve success on? 

If your answer is “because GoPro makes the kind of exhilarating, extreme sports videos that make you lose control of your bodily functions while sat at your desk” you’ll be half right.

Here I’ll be taking a look at GoPro’s YouTube strategy, using the best practice tips I laid out in my article from last year: YouTube strategy for brands.

Why it’s vital to add video to your marketing mix

It’s no secret that video is quickly becoming an essential part of any content strategy, and the 2013 video marketing trends report only serves to concretise this.

This year has been fantastic for video, with the emergence of new, social video platforms like Vine and Instagram video soaring in popularity amongst consumers, making it easy for anyone to create a video and share it.

Building your brand with content marketing

Today’s changing digital landscape is forcing organisations to re-evaluate their media strategy as the lines between paid, earned, and owned media become blurred.

It’s crucial for marketers to find more cost-effective and coherent means of engaging with consumers, and that’s why content marketing has quickly become a key part of any organisation’s marketing mix, today used by nine out of ten marketers.

AOL’s move to content curation and distribution

Though we are hearing over and over again that content is the way forward, video content has been moving in different directions, from creators making content for specific platforms and others pushing for agnostic distribution. The fight is on for distribution and need the content is greater than ever. But what does this mean for advertisers?

AOL have started branding themselves as the new content distributor and syndicator and they currently have the largest curated library in the US. This includes 420,000 total videos with 50,000 AOL originals and they are in the hunt for more content. As we shift to viewing content online, the core of the viewing experience is real time content with news oriented videos being the most watched. The push seems to be toward news and factual programming with shows on home, food, DIY, and tech and business news.

Hosting videos: YouTube or third-party provider?

YouTube is a popular choice for hosting e-commerce videos, but it has its drawbacks. It’s hugely popular and it’s free – but sophisticated e-commerce capabilities are limited.

YouTube does offer some obvious pluses when it comes to video hosting, and the site provides a fast and easy way to get videos in front of the required eyeballs.

It’s free, it’s user-friendly, and being that it’s the second-largest search engine in the world, it attracts the necessary traffic you need for product videos.