Misconceptions and Benefits

Digital Marketing - Study Notes:

Defining social video marketing

Social video marketing is primarily used to increase audience engagement through social activity around a given video.

Common misconceptions

Here are four common misconceptions about social video:

• It’s expensive. Video content doesn’t have to be expensive to work well. Online viewers are used to seeing content that is made off-the-cuff, and that isn’t over-produced.
• It’s all about the views. Views are one of many factors that are important for social video. Engagement and having repeat viewers is also important.
• Only YouTube is important. Although YouTube is a major player, over the last couple of years Facebook, Twitter, and Snapchat have all come into play when it comes to social video.
• Once your video is published, you’re done. Not really. You need to keep your audience coming back. That means more content needs to be uploaded on a regular basis. You need to keep engaging with your audience, to keep them entertained and informed.

The benefits

Social video marketing offers a number of benefits:

• YouTube is the second largest search engine on the internet. Google prioritizes YouTube results in its search results.
• YouTube helps with your email marketing. Videos are much more engaging than text, and help you stand out from the crowd.
• Videos are much more engaging than banner ads and have higher click-flow rates.
• Customer retention on video is higher.
• Videos rank higher in social algorithms and now appear in 70% of top 100 search results listings.
• Video has high customer reach and is prioritized by most platforms for engagement.
• Video helps you connect with your audience.