The History of Video Marketing
Video marketing falls under the umbrella of digital marketing, along with several other niche areas of marketing (social media marketing, editorial marketing, etc). If we’re getting technical, we could say that video marketing began almost 80 years ago, thanks to a watch company by the name of Bulova.
Bulova made a big decision to run a video commercial on a New York TV station … during a Yankees game. It was a bold move that revolutionized the way video played into the marketing sphere. At the time, the company spent $4 in total to air the commercial. In today’s world, that $4 would be more like $4 million.
Fast forward 40 years and we land on MTV’s big impact when it launched “Video Killed the Radio Star.” Call it foreshadowing or trusty foresight—either way, MTV really hit the mark with this one. From there, several other companies (Apple, Fox, and Nike) jumped on the video bandwagon.
The video biz has experienced many twists and turns. Think about it. 10 years ago no one was coming up with 5-second videos for an Instagram story, right? But one thing remains the same: Video undoubtedly has made its way into the marketing industry, and by the looks of it, it’s here to stay.
Marketing, Meet Video
It’s hard to peg the exact origin of video marketing, but one moment stands out among the rest. In 2006, Google saw a potential in video marketing and made the decision to buy YouTube for $1.65 billion. Some would argue this is what bridged the intersection of video and marketing.
Everyone began to use videos as a way to document life experiences. By everyone, we mean… everyone. Tech companies sending out clips of their newest product and families documenting their baby’s first steps. Marketing professionals coming up with new, fresh video commercials and freelancers uploading their greatest work on film. Video became the quickest way to disseminate useful information in real-time.
Behind the scenes, Google capitalized on this discovery by investing more and more into YouTube—rolling out new ads and paying particular attention to brands that were thriving on the video front.
Why Video? Why Now?
Video is useful, but as you probably know, it comes at a great cost. Video takes your message and uses words, visuals, and audio to execute it. Marketing agencies are dedicated to this craft, so it’s integral to the success of your business that you’re utilizing the latest and greatest tools to hone in on your niche. In today’s world, that’s video.
In the spirit of “show, don’t tell,” we’ll lay out a few video marketing stats to back up this claim.
It’s safe to say that the numbers (and the content) back up the notion that video is a must-have for your marketing plan. It’s not enough to just send a message out to the public and call it a day. You need to actively work toward reaching a target audience, converting viewers into users, and establishing trust with your following. By putting a video out into the public, you’re making an effort to bridge this connection, and the payoff is huge.
Ways to Utilize Video for Your Marketing Strategy
So you’re ready to join the video movement. How do you do it? The good news is you have several options. Here are a few of those:
That’s a wrap! Looking ahead toward 2020, we can see all sorts of trends beginning to surface. While digital marketing trends come and go, video is one that is bound to stick around. How do you plan to incorporate video into your digital marketing strategy this year?