What is social video advertising? How does it differ from traditional online video advertising? An article from ReelSEO came up with the best definition: 'Social video advertising involves a push to intentionally draw attention to a video or video campaign (and it’s product, service, solution, event, etc.) in a public medium in order to promote one or more conversion goals (views, shares, leads, sales, attendance, or some other form of engagement)'.
A report on Social Video Advertising: 2010 in Review shows that social video advertising had a 180 percent year-on-year increase in 2010 and a 3.3 times increase in the number of social video advertising views. Brand advertisers have noticed the significant impact from social video advertising and are incorporating it into their marketing strategy. Consequently, the social video space is becoming very competitive.
- Sharing emotions – viewers will share a video when it captures emotions. Sharing feelings is a basic human need.
- Sharing identity and self-expression - when viewers share a video, they are expressing their interests, their values or their personalities to their friends.
- Sharing information – video is the most effective and creative ways to store and share information.
- Sharing = Socialization – by sharing video or sharing information, you are interacting or socializing with your friends. Therefore, sharing in its nature is social.
Below are two great examples of social video campaign. (Check out 2011's Best Social Media Campaigns here):
Brand: Doritos
Campaign: Crash the Super Bowl 2011
True Reach views: 35,453,399
Doritos's "Crash the Super Bowl" campaign generated millions of views, months before the Super Bowl, and still got a massive response after the big game. Doritos held a contest for its fans to create a Super Bowl ad, and promoted the best of the best. After the game, it continued to drive views as fans start posting new videos for next year's Super Bowl. "Crash the Super Bowl 2011" has more than 350 clips and 48 million views.
Campaign: Live Young
True Reach views: 49,318,708
Evian launched the "Live Young" campaign in 2009 with more than 1,500 placements on the web. The campaign generated around 1 million views each week and the number of viewings have been increasing ever since the launch in 2009. It just tells how much people love this video!
Social video advertising is all about sharing. It creates an opportunity for advertisers to engage with viewers in an innovative and social way, and it emphasizes on video content to make the video worth sharing and part of your social lives.
Interested in creating your own social video advertising? Visit Moonlight Marketing HK to find out how to get started!
If you enjoyed this article, you will also like: 2011’s Best Social Media Campaigns and What We Can Learn
If you enjoyed this article, you will also like: 2011’s Best Social Media Campaigns and What We Can Learn
Sources:
http://www.imediaconnection.com/content/30621.asp
http://www.imediaconnection.com/content/30483.asp
http://www.reelseo.com/social-video-advertising/
http://corp.visiblemeasures.com/news-and-events/blog/bid/32969/Social-Video-Advertising-2010-in-Review
The Evian Live Young campaign totally caught my attention. Not only is it entertaining and cute, but it also tells you somehow that drinking water will make you feel young and alive. It’s not surprising that it got a million views.
ReplyDelete(Rose Ector)