What Good Social Video Marketing is Made of

The Age of Technology has brought changes throughout every aspect of human life. We do not sleep, eat, drink, or spend time in the same ways as our ancestors. Even if you go back just a couple decades, the advances in information technology have drastically changed how people spend their free time. The change in leisure activities has also marked a change in how companies advertise. When the market was the meeting place for societies, vendors simply called out their wares and prices. As print came into the world, advertisements were placed on fliers and in newspapers. Broadcast media put advertising jingles into the air and eventually led to the television commercials that dominated marketing before the dawn of the Internet era. Now, we are in the time of Social Video.

What Is Social Video?

“Social Video” can be thought of as the concept  ofcreating video content or other marketing tools specifically with the goal of interacting with and drawing in people through social media. It is a strategy that takes advantage of the behavioral patterns people exhibit in order to gain maximum advertising impact. It took the combination of high speed networking, the development of small electronics platforms, and the creation of both social and video hosting sites to create the environment in which social video evolved.

Social video is distinct from viral videos in that, while the latter is usually intended to just garner enough attention to warrant being sent from a person to their peers, social video is meant to foster discussion and activity concerning the topic. The best case scenario of a successful Social Video advertising campaign is one where a feedback loop is created wherein a group of peers continually discusses the video, prompting their connections to take an interest in it and contribute as well. This creates a more persistent social advertisement when compared to a simple viral video that may flourish briefly then die out.

Why Is Social Video Useful for Marketing?

Advertisements are generally seen as an interruption in the content a user wants to view. Even an entertaining video can become a bother and lose effectiveness quickly. An advertisement adhering to the principles of Social Video engages the viewer and turns the experience from one of annoyance to one that they are interested in viewing and discussing. Creating a Social Video has the twofold effect of increasing the impact on the original viewer and the amount of sharing the video receives.

Who Is Watching?

New trends in technology are more rapidly adopted by younger users, Social Video being no exception. The primary audience engaging in Social Video falls into the 13-17 and 18-25 demographics, namely young adults and teenagers. There is a rise in some older age groups due to the pervasiveness of technology and the aging of those who grew up when having a computer and Internet access became common, but it is still markedly slanted towards the younger demographics.

What Makes for Good Social Video Marketing?

While there is no hard and fast rule as to what videos will make good Social Video, there are certain trends that can be analyzed and put to use. For example, the most viewed videos are steadily decreasing in length, with many videos lasting under 15 seconds or half of a traditional commercial. Social videos are also likely to be viewed on the smaller screens of smartphones and tablets, so content that retains coherency on these screens may end up more enjoyable for some viewers.

The content should be more involving and robust than a typical advertisement, which can be a difficult task when also trying to keep video lengths short. Include the viewer through methods such as encouraging those who view the ad to respond on a social media site to vote for how the story progresses. If the video does not encourage social media discussion, then it is no different than a traditional advertisement.

Evoking an emotional response is also important. Regardless of the emotion the video causes, a heightened emotional state will reach the viewer more deeply. Of course, take care if you are trying to incite anger.

Get Social

Social Video is a concept that is simple to explain but hard to master, and it is one that is worth the effort. Taking the time to incorporate its principles into your advertisement or ensuring that your advertising company is utilizing it is well worth the effort.

Source: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=1&ved=0CC0QFjAA&url=http%3A%2F%2Fwww.businessinsider.com%2Fdocument%2F51c0754569bedd2467000031%2Fbii_socialvideo_2013.pdf&ei=bMfZUbOOBaPgiALcyoCoAw&usg=AFQjCNEjuZ2SaioNkXJjzV9PhJ7eQvGVfw&sig2=2qkSINtFC1uxEzWKHotJqw&bvm=bv.48705608,d.cGE

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