Video Marketing Definition

Video Marketing Definition

The world of Internet marketing is filled with an ever increasing number of options. Out of all of the current possibilities, there are none that that match the available range of creativity, fun, and excitement as video marketing. To understand this dynamic marketing medium, I will provide a video marketing definition and build upon my answer to the question of what is video marketing.

“Video Marketing involves the optimization, distribution, and promotion of video content across platforms including but not limited to YouTube, Instagram, and Vine.” –  Andrew Bart, Founder & EVP of Digital Strategy at Pop Results

Video Marketing Means Entertain and Educate

Video marketing means you need to entertain and educate a potential customer.  On the Internet, this can be accomplished using things like humor, creative character development, or incorporating animals into the video production process.  For example, take the Dollar Shave Club Our Blades Are F**king Great commercial.  This video marketing campaign was conducted in a brilliant manner.  It includes shock value in the form of its title.  It has sarcasm and humor and even a man randomly dancing in a bear outfit.  As of today, this video marketing campaign has garnered nearly 12 million unique views on YouTube alone.  Through the power of video marketing, a little known company became a nationally recognizable brand of disposable razors.

By this point, I think it is fair to say that the Geico Happier Than A Camel On Wednesday commercial is a quintessential example of crossover television to viral online video marketing success.  Initially, Geico’s commercial launched on television and it immediately became a hit.  Naturally, the commercial was repurposed and distributed through online video marketing channels like YouTube where it currently boasts over 15 million unique views.  Again, consider the elements of note.  The video includes witty sarcasm and humor and an animal.  The fact that Geico chose to distribute this commercial through YouTube and other video marketing channels has not only extended the success and life of the commercial but, it is has become a sensation that is reposted and shared by millions on a weekly basis.  The lesson learned from this campaign is that if you have success with a video offline, repurpose it for online video marketing and give it additional life.

Video Marketing A Less Cluttered Playing Field

One of the greatest advantages of video marketing is that compared to most other forms of online marketing, the competition for gaining a position of visibility is comparatively light.  The SERPs in Google and Bing are filled with over 4 billion web pages containing all forms of content including articles, SlideShare presentations, images, videos, and more.  On the other hand, YouTube, Vimeo, other video marketing distribution channels that feature videos contain far less content.  As a result, the competition for video search engine optimization (VSEO) are far less competitive for key search terms.  In addition to serving as web pages that are available in Google and Bing search results for that keyword phrase, the more than 1 billion unique visitors to YouTube alone have an opportunity to find your video content via a direct visit to the video distribution site.  As you can imagine, these facts make online video marketing a very powerful campaign option.

Video Marketing Have Fun And See Results

At the end of the day, if you are seeking to have video marketing defined, I believe it comes down to a simple principle, have fun and you will end up seeing results.  Video marketing is an opportunity to get wild, present a bit of shock and awe, and from a production standpoint, do something that will make others giggle and want to share with their friends.  Even established brands like Geico, Allstate, and others are experiencing the results of the injection of humor in their online videos.  Once you have created that compelling video content, use VSEO tactics for optimization, and distribute into multiple video marketing channels.  From there, use your social media platforms to share and the results can turn into that viral video marketing campaign you were hoping to achieve.