Far too many brands are still sending their audience to YouTube, or Vimeo, or some other third party page to watch their content. You can either own the entire multimedia experience that your audience is about to embark on, or you can send them to a page to watch your video and inevitably get distracted by the latest cat video recommended to them. Optimizing your videos is about more than just the video – it’s about the entire user experience.
Promotional videos can foster trust as well. Some consumers are still skeptical about buying products and services on the internet because they fear fraud and cheating. But effective marketing videos present your products in a conversational form. That creates a sense of individual approach which is why 57% of consumers say that videos gave them more confidence to purchase online.
When Instagram first introduced video in 2013, more than 5 million videos were shared within the first 24 hours. We’re seeing a similar trend with Instagram Stories as marketers look to find what works on the new medium. What we do know is that the introduction of this new feature has opened up tons of new video marketing opportunities on Instagram.

Instagram, also owned by Facebook, may use similar algorithms to determine the types of trending content appearing in a user’s news feed or Explore tab in the Instagram app. Smaller businesses appear to have a better ability to trend on Instagram using viral content compared to Facebook, although publishers and individuals may begin to take the lead there as well.


This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
Make a short film. While feature-length movies are typically beyond the time and budget constraints of most viral video producers, shorts offer a more attainable target. There are no rules here. You can go for a dramatic narrative, a simple comedy setup, or even take an experimental approach by stringing together images and textures without a traditional storyline — it's all up to your vision as director.
It’s ideal to break your month down into categories. You want to execute 1 branding video per week that shows off your business to every customer and can be run as an acquisition or re-marketing asset. Then you’ll add in any special sales or promotions. This category can include a teaser video, a video for the sale itself and a final “last call” video right before your promotion is over. Next, you can add any special campaigns and/or offline event videos into your monthly plan. And finally, sprinkle in at least 1 video a week that is playful and is created specifically for the goal of engagement.
Did you know that 65% of your audience are visual learners? One of the most powerful methods you can use for video marketing is to educate your audience. And the great thing is that education comes in many forms. For example, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it. Or you can create a webinar to showcase your industry knowledge, position your brand as a thought leader, add value to your consumers’ lives and collect leads in the process.
Make sure to track your reach, clicks and sales for each ad and consider A/B testing one element of your video or caption and then run it again. Needls Co-Founder Michael Koral points out that, “by testing two videos against each other, you can isolate what messaging does the best for you (and at a larger scale because more eyes will be on your content) to see what provides the best engagement and ROI from their advertising.” As you create more and more videos you will be able to track your business trends and what wins your audience over.

The buyer persona will also determine your brand’s tone, which is very important when recording your videos. Will you be fun and entertaining, or does your ideal buyer prefer a serious, more professional approach? Ultimately, nothing is set in stone, and you’ll be able to adapt the message and tone in your video marketing strategy as you start publishing.
Rapid response to hot topics: Print is the easiest medium to produce and manage – once a statement is approved and locked down, everything else is copy and paste. But what’s the hidden cost of leaving the reader “unsupervised”? Video lets you marry tone and words, control the pace at which viewers move through a piece of content, and direct their eyes and ears to points of emphasis.
What is your marketing goal for this campaign? 1) Awareness, 2) Consideration or 3) Conversion? Each one makes up where your audience is in your funnel. Awareness means they’ve just learned about your brand so they’re not ready to buy anything but that doesn’t mean they won’t do so in the future. Consideration is when someone is already well-acquainted with your brand and are considering whether or not you’re the right choice for them to buy from you. Conversion is where your audience converts. They know and like you so they decide to take the leap and hand you their hard-earned cash. Depending on which stage you’re targeting, you should tweak your approach in your video content to better appeal to that specific audience.

By creating information-dense, accessible, easy-to-interact-with video content, brands can develop a substantial online following and promote customer recall. For an example of a company that’s done this particularly well, consider Headspace, a meditation app that became a $250 million business. The app offers multiple levels of meditation, employing gamification to increase engagement. Users must complete and master each meditation level before advancing. Most sessions are in video format, beautifully crafted with illustrations and layouts true to the brand. It is elegant, consistent and engaging, heavily relying on video.
Second place went to Turkish Airlines, with The Selfie Shootout, which depicted sports stars Kobe Bryant and Lionel Messi sending each other self-portraits from a variety of exotic locations to which the airline flies. Third and fourth places, meanwhile, went to Volvo Trucks (with the Epic Split ad, featuring Jean-Claude van Damme) and Google (with its Chrome For campaign).
Viral content doesn’t just generate traffic from the top social networks. It can give you a leg up in SERPs – Search Engine Results Pages. In Google search results, for example, if you can’t rank for a high-competition keyword, you may be able to get your product featured in content from a publisher that can do so through Google News. Google News’ algorithm focuses on the content’s diversity, freshness, textual relevance to the search, and originality.
Can’t find viral content for your products? Then create it! Use the notes from your research in the first step to determine what network(s) you want to go viral on and the type of content that will help you achieve that result. Then publish that content, or get the content published on a source that can help you go viral. Again, refer to your research to see what elements create the best viral content for your target audience.
Viral content reaches people in different ways, depending on the platform they are using. YouTube users, for example, can browse trending videos. According to YouTube Help, YouTube evaluates signals such as the video’s view count, rate of growth in views, where the views originate from (i.e., YouTube search results vs. an embedded video in a blog post), and when the video was published.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.
What you need are deep insights into your audience. To find them you'll need to run surveys, conduct interviews and sift through data. Start by gathering basic information like demographics, then move onto more detailed considerations of personality and preferences. Be sure to get to the root of what your audience need, what they want, and which problems you can help them with. 

The next step in viral marketing is to discover or create a piece/pieces of content that has the potential to be viral. It must feature a product you sell and be of high quality. For content to be inviting enough for people to share it you must spend time and money on the creating top quality content. Conduct keyword research to optimize for search engines and make sure to include a strong call to action close to the top of the content so people know what to do with this information. Use the notes from your research in the first step to determine what network(s) you want to go viral on and the type of content that will help you achieve that result. Then publish that content, or get the content published on a source that can help you go viral. Refer to your research to see what elements create the best viral content for your target audience.
Currently, the online market is buzzing excitedly about upbeat trends in video email marketing that is drawing a lot of attention from viewers as well as marketers. For better email marketing results, salespeople should study the web analytics and user engagement behavior affected by video email marketing. And, if you follow the points discussed in this post, you definitely can plan things well for your business.
Animated gifs are increasingly being classified as videos. Though they are radically stripped down from a true video, it only takes a couple of frames to make an image appear to move. This is one of the tricks to keeping animated gifs both small and engaging – they shouldn’t be much more than six or seven frames. Often three or four frames is the sweet spot. It’s just enough motion to be engaging.
Topicality: Staying current can be important with viral videos, although it's not essential. If not with current trends, news, politics, music, films or gaming, then at least current with the viral videos that are trending high. Many of the viral videos seen when Rebecca Black's Friday was doing the rounds related to it in some way. Most recently, viral content around President Trump, or Russia, has proven to get views. These are the current topics to parody, make fun of, defend or blatantly attack. Who knows how long it will last, but SNL will no doubt want it to continue. Melissa McCarthy's Sean Spicer sketches were huge successes.

More than one small business owner who appeared on Oprah met with overwhelming and instant success. But this is not always a good thing. Some business owners reported that their websites went down due to high traffic, others said they could not keep up with phone calls and the demand for their products. Oprah is not to blame. These business owners were simply not prepared for the successful outcome of publicity that they sought.

Hunker down and get to work learning the 101 of running an ad. Starting with Facebook is your best bet, and there you’ll be using the conversion optimization feature. Conversion Optimization guarantees that your videos are seen by a target audience who are likely to be interested in your business and will complete the lead of sales funnel you are hoping for.
Show off an amazing talent. Can you turn your eyelids inside out? Can you shred like Hendrix on guitar? Everyone's good at something, so take the time to sharpen up with a little practice and show the world what you've got! Musical performances can make for amazing viral videos, but there's no limit here — for instance, videos of incredible sports moves, martial arts skills, Rubik's cube-solving, and much more can all achieve viral success.
Hey Liis, Great post with a lot is stats that speak the modern scenario. Video marketing can be leveraged even better when it is a startup company. Given that startups have a limited budget and it is also very necessary for them to be noticed, animated videos are a great option. I recently wrote a blog post on why every startup company should use video marketing http://www.pixelgenio.com/video-marketing/6-reasons-every-startup-company-use-video-marketing I would appreciate your comments on my writing. Cheers!
Patagonia’s video above also demonstrates the importance of setting up your video. Don’t just throw a video into your email without any explanation. You’ve got to let your subscribers know why they should watch the video and what it’s all about. If they know exactly what they’re getting, they’ll be more likely to watch. So, set up your video in the email. 
Create a content plan that outlines how many videos you’ll make, what type of videos, and where you’ll share them. This plan should include a wide variety of video types from case studies to interviews, testimonials, educational videos, etc. According to the Nonprofit Marketing Guide, “the most popular video for nonprofits is storytelling about participants or supporters with 60% of nonprofits creating them.” The second most popular videos are fundraising appeals, which one-third of nonprofits produce.
The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.
The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.
Provocation: From thought-provoking, to just downright inflammatory, viral videos go viral because they say or do something that gets the public's attention in some way. "OMG, you won't believe what I just saw" is a common reaction to viral videos. And people want to share that feeling with friends and family. That's why bad driving, store hold-ups, racial rants, sex tapes, politics, and numerous other provocative themes, are often doing the viral video rounds. Sometimes, it can be too provocative and end up being removed from YouTube and other channels, so it's a fine line to walk. You want to get people fired up enough to share it, without being so fired up that they complain to the people who can remove it.
Thanks to its viral nature, simple accessibility and built-in value, video marketing stands out as a smart way to approach content marketing in 2017 and beyond. Video marketing is an incredible way to create content that is personal and has a real impact on your audience. It has an incomparable ability to create emotion driven sales – and sales are always personal on some level. Buyers want to feel good about their choice, and video marketing, when done correctly, is the best way to create this feeling.
The best way to leverage the power of video in your email campaigns is to use animated GIFs to drive attention to the most seductive of internet activity: moving images. Your audience has become accustomed to short snippets of video previewing the content they are about to watch, including previews on major streaming platforms like YouTube and Netflix.

Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He's also writing on a personal growth website FixWillPower.com. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.
Priit is the founder and CEO of DreamGrow Digital, an internet marketing and social media company. With his 20+ years internet marketing experience he is Helping companies to understand and use the digital marketing to reach their target audiences. He's also writing on a personal growth website FixWillPower.com. He has spoken at hundreds of seminars and conferences on different aspects of internet marketing. Priit is also the organizer of Digital Elite Camp, a leading traffic and conversion event.
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