Nguyen Duc Thanh - FA2012 B 25

Huynh Minh Tri FA2012 B 34

Contemporary Marketing Strategies 2016, Vietnamese-German University

Video Marketing: Introduction to Real World

Summary
This paper provide knowledge on a new marketing trend, which is video marketing. In this paper, we will
examine the benefit and challenges to success in using video. We also learn what type of content to produce
that is the most effective and channel to distribute them.

Contents
4.8.1 Introduction ....................................................................................................................... 3
4.8.2 The Potential of Video Marketing ..................................................................................... 3
4.8.3 Creating Video Strategy .................................................................................................... 4
4.8.4 Video Marketing Benefit ................................................................................................... 7
4.8.5 Challenge for a Success Video Marketing ........................................................................ 8
4.8.6 Type of Video Production ............................................................................................... 10
4.8.6.1 Live-Action Video .................................................................................................... 10
4.8.6.2 Animation Video ...................................................................................................... 11
4.8.6.3 360-Degree Video..................................................................................................... 11
4.8.7 Content for Video Marketing .......................................................................................... 11
4.8.8 Marketing our video ........................................................................................................ 13
4.8.9 SEO for Video ................................................................................................................. 15
4.8.10 Conclusion ..................................................................................................................... 15

4.8.1 Introduction
The expansion of the internet since the late 90s has dramatically adjusted consumer
behavior. Nowadays, information is made available for internet users to access freely at a very
reasonable cost. Instead of passively watching programs or commercials on TV at home,
people can actively go online and search for their interest. For this reason, a massive amount
of content is creating every day to serve internet user. According to YouTube, the largest
video-sharing site in the world, people watch 46000 years of video every day1 It is also
predicted that video will account for 70% of internet bandwidth in 2017. Video are becoming
the new trend of modern marketing.

4.8.2 The Potential of Video Marketing

Twenty years ago, despite the massive cost of producing and publishing videos, the
idea of video marketing was only about creating TV commercial for large enterprises who can
afford all the payment. Nowadays, we are living is the internet era with about 40% of the
worlds population are using the internet and 70% of them are online2. Moreover, with the
innovation of technology, making a video is just nearly a piece of cake and even an amateur
using a smartphone can do it well. YouTubes statistic has also indicated that a billion of their
users spend hundreds of millions of hours each day watching the videos3. Due to the
development of online videos, 74% of internet traffic is predicted to be video in 2017, and as
a result, non-video content will become obsolete. Because of being focused by more and more
people, the video is becoming an ultimate tool for companies, from big to small, to market
their products. Lets take a look at the reasons why video is so attractive.

Stronger buying encouragement: About 52% of customers finally make up their

mind to purchase a product online after watching the product video, and shoppers
who view videos are 1.81 times more likely to buy than non-viewers4.
Ease of approach: Watching a video is far more comfortable than reading a whole
text which contains the same amount of information. Hence, people can save more
time and brain energy for their own work. By the way, the customer is likely to
gain more stimulating experience for the brand from videos due to the incentives
to their visual and auditory senses5.
The video is more memorable: The Human brain can process and save a more
massive amount of pictorial information in comparison to what it can learn from
texts and letters contain. For this reason, after 72 hours, people can only remember
10% of what theyve read while about two-third of what theyve watched can be
easily recalled. According to the Online Publishers Association, 80% of Internet

Brouwer, Bree (2015), YouTube Sees 11 Times More Viewing Hours Per Day Than Facebook (accessed April
2, 2016), [available at http://www.tubefilter.com]
2
Internet User, (Accessed Mar 20, 2016), [available at http://www.internetlivestats.com]
3
Statistic, (Accessed Mar 20, 2016), [available at https://www.youtube.com/yt/press/statistics.html]
4
Invodo, Video Statistics: The Marketers Summary by (2014), Page 3
5
Swati Joshi, Why Video Marketing is the New Darling of the Marketing World, (Accessed Mar 20, 2016),
[available at http://www.huffingtonpost.com]

users recalled watching a video ad on a website they visited in the past 30 days,
and 46% of them took some action after watching the ad6.
Accomplishing more in less time: Video is an ideal platform to convey more
complex, intricate and multidimensional messages with just about some minutes.
According to Dr. James McQuivey of Forrester Research, a minute of watching the
video can transfer the same amount of information of about 1.8 million words7.
Clearness: Video packages up the whole company messages in the most logical
and remarkable way. In other words, video helps customers to cut through all the
noise and clutter to go straight to what they need.
SEO advantage: Video has higher priority to appear on the first page of search
results than traditional web pages on account of the search engine algorithms8.
Sharing: Internet users rarely hesitate to click on the video link on the internet,
while non-video contents usually make them feel too lazy to open. Therefore,
videos result in more shares, tweets, and likes than plain text.
Extremely mobile friendly: Of course, watching a video on a handy device is far
more entertaining than reading a small text on a mobile-friendly website.

Some of the key reasons why video is becoming more and more attractive have been
listed. However, not every company who publishes videos gain success since they dont have
good preparations for their video campaign.

4.8.3 Creating Video Strategy

Making a video for marketing purpose is just like entering a battlefield. We will have
to face many competitors whose videos are so attractive, so amazing, so gorgeous that easily
turn our video into kind of crap, and establishing clear, rational and effective video strategy is
a must. So what a video strategy should be? Just like the other marketing concept, in order to
get the best result, a video marketing strategy should address those five factors: the purpose of
creating a video, the message we want to say, our target audience, what kind of video we
make, and finally, our abilities.
Identifying what we want to achieve from creating a video is the first and the most
important step which affects directly to every step we have to do next. It may be finding new
customers, including increasing product awareness and converting viewers to the customers;
or its priority could be strengthening the customer relationship. Once we know what our
purpose is, we can easily choose what type of our video should be as well as modify the way
to approach our customer flexibly. For instance, listing the problem that many people is
facing, and then presenting how our products solve those problems is a very common type of
finding new customer video while making a video about promotion campaign mainly focus on
customers who already know about our products and through that increasing their loyalty.

Andrew Follett, 18 Big Video Marketing Statistics and What They Mean for Your Business, (Accessed Mar 20,
2016), [available at http://www.videobrewery.com]
7
Andrew Follett, 18 Big Video Marketing Statistics and What They Mean for Your Business, (Accessed Mar 20,
2016), [available at http://www.videobrewery.com]
8
Swati Joshi, Why Video Marketing is the New Darling of the Marketing World, (Accessed Mar 20, 2016),
[available at http://www.huffingtonpost.com]

However, in video marketing, the video is a tool to communicate the right message at the
right time through the right channels to the right people, then it must have the right purpose.
The key to having the right and rational purpose is understanding our customer, knowing what
they need as well as fully examining the market.
The next step in planning a marketing video is to design the message we want to
deliver. After having a clear purpose, our message should be created based on what we want
to achieve and which kind of customer we are focusing on. Lets first consider about our
potential customers whom we have not yet interacted with. When our target customers are at
the beginning of the buying circle, it means that they may have their own problem, but dont
know how to fix it yet while our products could be the solutions, helping them to answer their
key question, and developing further information which they may need should be the
objectives of our business message. When we are concentrating on more prospective
customers who already know what they are looking for but not really sure about which option
to choose, our business messages at this time need to provide more in-depth answers and
examples of how the products and services have helped others. Targeting customers who not
only know what they want but also realize which options are available is a great deal too. This
time, the customers usually havent desired which company to transact with yet, so our
message should encourage them to have a choice on us by deeply express about what
outcomes and experience would be after they purchase our products and services. Overall,
sharing and guiding is the key message when dealing with our potential customers, then what
should we say to our current customers? As a result of having experienced our product and
service, what they want is ensuring that we deliver on what we have promised and if we can
satisfy them, usually they will refer our product and service to their friends, family, and
colleagues. Therefore, it is essential that we keep the communication with our customers
continual and our business message should be about maintenance and commitment, so they
continue to carry out and remain loyal to our company. Now the question may be why our
message has to be diversified with different customers, and the answer is simple: video is
about the interaction, the more likely we write our message on customers language, the much
more received our message is.
The video is still a marketing tool that requires interactions with the real customer
rather than a generic customer come from imaging, so we need to identify exactly who is our
audience instead of creating a strategy for a fictional client based on real ones that we know.
Strong knowledge about our audience will increase the effectiveness of our video. The better
acquaintance we have with our target audience; the more powerful message we create. As a
result, our video would be more attractive and we could convert more viewers into buyers. So
how can we gain comprehension about our target audience? Building a buyer persona may be
one of the most practical solutions. A buyer persona is a simple table that contents some basic
information about the group of our prospective customer, include their current role in the
buying process, what they are concerning about or even their income condition. The data for
establishing buyer persona can be collected through online blogs, forum or social network, by
the way, we can easily achieve that information by performing public opinion surveys. Once
we have this information we can choose the type and style of video production that will work
best for us and our business.
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After examining the market, having a clear purpose, choosing an inspirable message
for the appropriate customers, we start considering about what kind of video we should create.
Making a video is just like doing art. Its the work of imagination and creativity, and thats
what make videos become various, amazing and interesting. Despite being so versatile, the
video is always presented in three types: live action, animation and the combination of both9
10
and the factor that make video variable is its style. Style of video can be varied from the
tone, art design to the lighting and camera angles. As we are mentioning about video strategy,
instead of videography, we will dive a little deeper about how efficiently the message can be
transferred by using different types of video. As mentioned above, the video type can be real
footage, digital graphics or mixed. Real footage is the most formal way to present our ideas to
our prospect customer. Due to using the real material, real actor in real time, live action video
humanizes our business and create a strong personal connection with our viewers, as well as
showing them who we are and what we stand for. To top it up, real footage is the best when
you must demonstrate genuine intent. Nevertheless, in this kind of video, the actor is required
to build the connection through gestures, emotions, and responds, while our production team
has to be very professional to make sure the video have a good plot and the style of the video
is totally inspirable because even a little mistake could make the whole video look amateurish
and destroy our brand. On the other hand, motion graphics, digital graphics or animation
video may not be as formal and old-school as the real footage, but using moving image helps
us to share our ideas without any border. The advantage of the animation videos is that we
dont even need to mind about location, time, equipment or other unexpected circumstances.
A massive amount of information can be delivered through both audio and visual in an
extremely entertaining and engaging way. Then again, if the whole idea of the video is not
tight and rational as well as the benefit of our customer has not been well maintained, it must
be a disaster and our brand will be damaged. Both the real footage and animation video have
their own advantage and disadvantage, so choosing which one best suited our need is what we
need to carefully plan. Besides that, in advance of desiring which type, researching on
YouTube and another social network to check out what kind of video others has created and
how people react to is highly recommended. By the way, we also need to consider about our
condition, our time and cash budget before we move to the production stage.
How much time we should spend producing the video and how much it will cost are
the two important questions that we should take into account. In anticipation of setting the
deadlines and budgets, we should divide the production process into stages as well as assign
each stage to a specific group of people within a sufficient time and budget. Normally, a live
action video would take less time to produce than an animation clip, but the cost for creating
live action videos is usually higher. In addition, occasionally extra time and budget in each
stage are needed and we will have to prepare for it to make the flexible adaptation.
Furthermore, in order to not only get fully satisfied of our video but also avoiding unexpected
circumstance, after finishing each sequel in the production stages, internal review and

Mav Social, Video Marketing Tips & Strategy for Success in 2015, (accessed Mar 22,2016), [available at
http://mavsocial.com]
10
Live Action Vs Animation: Whats Best for Your Business?, (Accessed Mar 22, 2016), [available at
http://blog.veed.me]

evaluation should be performed to eliminate deflection in time and therefore, reduce the
overall cost.
What we mainly need to do in creating a video strategy have been discussed
thoroughly from planning to pre-production. Now its time for getting in on the further steps.

4.8.4 Video Marketing Benefit

Since 2014, the video marketing has risen dramatically. As can see from figure 4.8.1
11

Figure 4.8 1 The Rise of Mobile in Q2 2015

The report conducted by Ooyala on Global Video Index in Q2 2015. The figure demonstrates
the rise in mobile video plays from august 2011 to June 2015, from less than 5% to over 40%.
It also indicates to continue to surpass the number of 40 percentages in the future.

A video is a powerful tool that brought many benefits including:

Transmit a large amount of information12. The internet outburst devoted to

people the ability to access an unlimited data resources. New contents are creating
and sharing among the network every day. For that reason, quality and quantity of
information are no longer a concern but how it is delivered. A two to three
minutes video delivering the same message captivate more spotlight than a fifteen
to twenty minutes text.
Shareable. This is one of the best features of the video. Social sites such as
Facebook or video-sharing sites such as YouTube grant users the ability to share

11

Anthony Green, Animation vs film. Which one is right for your business?, (Accessed Mar 22, 2016), [available
at https://www.movingimagecreations.com]
12
Douglas, Karr (2014), 10 Benefits of Video Marketing, Marketing Tech Blog, (accessed April 2, 2016),
[available at https://www.marketingtechblog.com]

their videos with others. A successful viral video could easily reach out to millions
of users in a short time.
Measurable. Distinct from other content such as text or images, the video is an
efficient channel to measure. As long as users select playing the video or not and
how much time to spend on the video, marketers can collect the data through
analytical tools. These data are a useful source to plan the next marketing
campaign.
Enhance Brand Identity. A good video spawns good emotion to the audience. A
picture can represent a thousand words though video can do further by created
customers trust. A good video content exhibits respect from brand to the audience
and demonstrates that brand attempt to satisfy the audiences expectation.
Furthermore, sound effect compact with video is also a fascinate gadget to enhance
audience sense. Texts or images are used to be a great tool for marketing, however,
the future of content marketing is online video.
Create Revenue. Video keep people stay longer on the page though encouraging
the customer to examine the website. Presenting product and service by this way
will capture consumer attention better than any other method. When a trust is
established, it will directly lead to revenue. Amazon, Dell, and other online retailer
have publicly share statistics showing that a posted video can increase the odds of
a customer purchasing an item as much as 35%13
Long Life-Cycle. Video can stay on the internet for a long time without being
twisted. Text content will be changed after re-posted many times. Contradictory,
video will be reposted without changing its original. The brand appeared in the
video will always be cited and marketed whenever sharing activities occurred.
This is a valuable move to reduce the cost of marketing in the long-term.

4.8.5 Challenge for a Success Video Marketing

The video is undeniably an essential element of marketing strategy. A proper use of
video marketing will generate customer and upswing brand identity. However, there are
challenges that marketer must overcome in order to develop a successful strategy. Figure
4.8.2 is the research conducted by Vidyard and Ascend2 on What are the MOST
CHALLENGING OBSTACLES to video marketing success? 14 The top four include:

13

Douglas, Karr (2014), 10 Benefits of Video Marketing, Marketing Tech Blog, (accessed April 2, 2016),
[available at https://www.marketingtechblog.com]
14
Video Marketing Strategy (2015), Video Marketing Strategy, rep., Ascend2.

Figure 4.8 2 Most Challenging obstacle to video marketing success

The figure points out 8 difficulties that prevents marketers from achieving video marketing
success. The most challenge, as can be seen, is the lack of an effective strategy and the least
challenge is inadequate SEO strategy.

1. Effective Strategy
Accounting for forty-four percent of participants, short of an effective strategy
influence them most to obtain a good result. Shooting video without strategy will
usually end up to mismatch goal and target customer. For example, a revenue
generating target for a marketing campaign that adopts products tutorial on the
sale page is considered to be inappropriate. Sale pages objective is manifesting
products and services to make purchases from the audience. For that reason,
testimonials or corporate production videos are a better choice. In other words,
launching a marketing campaign without strategy is a creative way of throwing
money out of the window.
2. Budget
Inadequate budget is the second challenge to obtain video marketing success.
Technology evolution initiates movements for low-price video production.
Smartphone on the hand of professionals can release high-quality videos for
commercial purpose. However, most of the video campaigns require more than
just a video shooting at home with basic editing. Outdoor shooting and costly
advanced editing are necessary. With an inadequate budget, the production team
has to confront many obstacles when launching the operation.
3. Content
The third challenge in making success video is content. The rapid development
of social network suck as Facebook, Twister, etc. overwhelm the internet with
an enormous number of videos. Statistics show that viewers skip advertises in
under ten seconds. As mention above, the advantage of the video is that audience
select content to engage. Therefore, good content is not enough, it must be
9

impressive. Figure 4.8.3 show us the interest of people on the length of the video.
The longer the video, the lower engagement of people on the video.

Figure 4.8 3 Audience Engagement by Video Length15

Figure reveal the reduction of engagement by video length. The accelerated reduction in the
video from under one to over 60 minutes is approximately the same. However, the different
line in the first part of the video. Video with short length gains better engagement from the
audience. Under one minute video possess over 60 percent of audience while this number is
roughly 10 percent in over 60 minutes video

4.8.6 Type of Video Production

As video marketing become universal, audience perception standard is also upsurge.
To satisfy customers sense, companies have come up with new contents consecutively and
immediately deploy new technology. After the live-action video, the animation is the new
form of video marketing that is preferred. In 2015, YouTube and Facebook support 360degree video on their platform, pave the way for a new trend of video marketing.

4.8.6.1 Live-Action Video

This is the most traditional and simplest form of a video that is used until now. There
are some advantages that make it is still a popular method to make a video:

With a smartphone or low budget camera, marketers can create an inexpensive and
high-quality videos. This is due to the fast growth of technology, a 6-inchs length
smartphone can film at 4K resolution compare to thousands of dollars for the same
quality production years ago.
Filming in real time also possess better emotional expression for video, which
gains more sympathize with the audience. To stimulate emotion using animation

15

Ruedlinger, Ben (2012), Does Video Length Matter?, (accessed April 2, 2016), Wistia Blog [available at
http://www.wistia.com]

10

will cost production effort and very time-consuming. Moreover, shooting schedule
is short, usually take two to three days for couple minutes film.
However, there are some disadvantages to consider when to decide to make a liveaction video. Smartphone or low-budget camera is a cheap filming method while a
professional video such as TV commercials for the advertising campaign is quite opposite, it
is very expensive. There are additional costs such as actors, location, professional filming
equipment, experienced production team and editing cost. The shooting schedule is short but
makes it difficult to change at post-production since it is expensive to re-shooting.

4.8.6.2 Animation Video

Animation has been used for a long time for entertainment purpose. This type of video
is a creative way to create friendly emotion. Most of people childhood stick to fictional
characters such as Tom and Jerry, Mickey Mouse and Donald Duck, etc. Animation is the
perfect tool to recall those good emotional memories. Another advantage of animation is the
offline-action since every movement is designed on computer. Producer can achieve any
sophisticated action that is impossible to do in live-action video although the price for this
superiority is also higher.

4.8.6.3 360-Degree Video

In 2015, YouTube put on trial a high-tech video that increases audience interaction.
With a new type of video, the audience can use their mouse to swivel around, giving them a
better perception of the video. This evolution type of video has brought an opportunity for
many companies. Samsung immediately launches new product call the Gear VR, to support
360-degree video.
The 360-degree video is basically an advanced form of live-action video hence it
consists of all the advantages and disadvantages of traditional video. The video transmits a
much better emotion to the audience and the shooting schedule also very short. In return, it is
very expensive since this is a new technology and the equipment is hard for rental nor
purchasing. Editing process also consumes extra time and cost producer extra payment.

4.8.7 Content for Video Marketing

Internet popularity has created an information marathon all over the world.
Companies, marketer, and users are scrambling to upload new content on social network sites
every day. YouTube report in 2015 indicates one billion users verify that people are ravenous
of information. As a business provider, there are three types of video content to focus in order
to capture audience attention.
1. Tutorial Video
The tutorial video is considered to be one of the most effective ways to the
marketing business. In the era of the internet, people gain unlimited access to the
world knowledge without paying any fee. In the past, it was challenging to obtain a
new skill or learn something because all the knowledge is usually in the book or
taught by someone. Nowadays, people search everything they want to learn on the
11

internet. As a statistic show, the phrase How to on Google return more than
seven billion results and can see in the figure 4.8.4. 16

Figure 4.8 4 The phrase How to Search Result

This is the search result conduct in Google Trends analytic tool. According to the graph, the
phrase How to search tend to increase since 2007. In 2016, the total search has double the
number in 2007.

A quality tutorial is a bridge connecting audience and brand since brand

delivers audiences need. In addition, tutorial video usage diminishes the effort to
reach audiences since audiences are searching for the brand.
2. Demonstration Video
This type of video is used to demonstrate business and how the product is
made. Marketer ranks this type of video high on the effective scale. Presenting
business operation gives the audience a better understanding of business, what and
how they are doing. A good corporate video production can tell the story, explain
the benefits of product and opportunity for Call-to-Action.
Corporate video production should be made using the in-house resource in
order to generate the greatest effect. Filming staff from outside companies or
infrastructure belong to others will affect the credibility of the video. The audience
expects to watch and hear from the business themselves. Therefore, the business
provider must present genuine information on demonstration video.
3. Testimonial Video
Testimonial video gathers consumer experience with the product or service,
then use them as certification of product or service. According to Ascend2 report,
figure 4.8.5, testimonial is the most effective video type to reach customer

16

Analytic result in Google Trend on the phrase How To

12

Figure 4.8 5 Comparative Analysis of Effectiveness and Difficulty

The figure shows the level of effective and difficulty to produce of three type of video.
Demonstration videos if the easiest video type while customer testimonials are the
hardest one to produce. However, this type of content is the most effective video.

With 52 percent of respondents choice, testimonial video is the most effective

video content. This is due to the psychological fact that people feel persuasive
when other customers have used the product and reported to them. With the help of
the internet, the customer can find other products testimonial video on a particular
product and decide which one suitable for them. For this reason, investing in a
good testimonial video is a brilliant way to gain customer trustworthy on the
product. Another strategy that companies can use when producing a testimonial
video that is sending the product to power purchaser, such as celebrities,
professional product review expert on YouTube, etc. These people have already
owned a large amount of follower. Approaching customer through these
purchasers cost business nothing but some products.
Nevertheless, a testimonial video is also the most difficult type of video to
produce among three. Synthesis and analysis process cost time and money.
Consequently, testimonial videos are a good content to account in marketing
strategy while demonstration and tutorial videos are a less difficult choice
achieving the same effect.

4.8.8 Publishing Video

Video marketing can be divided into three main stages: strategy planning, video
producing & publishing and finally, marketing our videos. In general, we should concentrate
on that three stage sufficiently. Whereas, too much focus on creating strategy and production
process while inattention in marketing videos is the most common mistake businesses make.
There are many instruments we can use to market our videos, from the social network,
especially Facebook, to web page or even email. The key point is: video should be share in
the most approachable and enjoyable way. Initially, lets consider about the largest video
sharing network called YouTube.

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YouTube, with more than 1 billion users, is a wonderland for video marketing
purpose. Every day people spend hours on internet killing time, finding useful information as
well as learning new skills, and YouTube is one of the most common websites they usually
think about first. Therefore, if we can use our YouTube channel effectively and efficiently, it
will be a big win. How can we know if we use our YouTube channel well or not? On
YouTube, the number of views is the most importance. The more views we have, the more
chances our video will appear on the first page the search result, and people usually intend to
click on what come out first. In favor of gaining more view, encouraging people to like, share
and subscribe is highly essential. We should remind them to do that, literally, since most
people dont really give much thought to such things. Moreover, combining our YouTube
channel with another social network is also a smart move. By sharing our videos on the social
network, its a higher chance that some of our customers will re-share our post. As the result,
the number of views and shares increases and we get our purpose. By the way, producing new
content regularly is needed to ensure a sound and continuous development to our YouTube
channel17. However, communication between businesses and customer is not at ease on
YouTube, as a result, using social network should be taken into account.
The social network provides a perfect online environment with no worry about the
lack of interaction and communication. About 56% of internet users using Facebook, while
Twitter and Instagram, each one has about 300 thousand users18, and it must be silly if we
dont take advantage of the social network in marketing our video19. First of all, lets talk
about the top dog: Facebook. Market video on Facebook is very simple because it allows us to
create rich content without any limitation. Basically, we need a business page of our own,
which has a profile picture that well reflect who we are, as well as contain some background
information about our business. Next, we should be consistent and creative in posting our
videos with interesting captions that make our fan engage and finally, using Facebook ads to
boost up our video posts is highly essential. Facebook is a strong platform for marketing
purpose, the more properly we use, the brighter result we will get. On the other hand, twitter
is also very potential for video advertisements, although the rich content is not approved on
this platform because we only have 140 characters for each tweet. By using hashtags, which is
the hash symbol followed by a relevant keyword, our tweet can rapidly reach many users
whore interested in a specific topic. In addition, twitter also has the support of a strong
community, a lot of celebrities and politician only use twitter to communicate with their fans
and supporters. Therefore, using twitter to capture more customer should be taken into
consideration. The last potential social network for marketing purpose that should be
mentioned is Instagram. Dissimilar to Facebook and Twitter, Instagram only focuses on
pictures and short videos sharing. Amazingly, thats what makes Instagram gaining enormous
popularity. Just like Twitter, the hashtag has a significant role in attracting the attention to
every post, and on top of that, due to no character restriction, a post on Instagram can contain
17

Rob Ciampa, Video Content Marketing: 4 Elements of an Effective Strategy, (Accessed Mar 26, 2016),
[available at http://contentmarketinginstitute.com]
18
Browser Media, Socialnomics, MacWorld, Social Networking Static, (accessed Mar 27, 2016), [available at
http://www.statisticbrain.com]
19
Adam Greenbaum, 5 Marketing Tools You Probably Arent Utilizing, (accessed Mar 27, 2016), [available at
tech.co]

14

as many hashtags as we want. The only disadvantage of Instagram is the lack of private
communication, however, we can easily fix it by mentioning our Facebook, YouTube channel
and website in the profile description or even below each of our post.

4.8.9 SEO for Video

SEO-Search Engine Optimization is the simple activity of ensuring a website can be
found in search engines for words and phrases relevant to what the site is offering20. Google is
currently the largest search engine in the world. In 2006, Google buys YouTube for 1.65
Billion Dollar21. Since then, Google SEOs algorithm has started accounting video in the
search results. Video development kickoff from this point of time as marketer ready to adopt
any method to optimize their website to top three search result. SEO for video is a necessary
act to go ahead competitors. When the customer find particular brand is useful and decides to
be loyal, it will be a challenge to take them back.

4.8.10 Conclusion
The video has become an essential element in every marketing campaign nowadays.
The new type of videos from live-action to animation, new content from tutorial to product
review are produced. When there are so many competitors on the market, an effective video
marketing strategy is also a requirement. Although the benefit of video is boundless, there are
many challenges to overwhelm to success in video marketing. However, it is undeniable that
the video will become the new weapon for marketer and business provider to reach the
customer.

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21
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List of figure
Figure 4.8 1 The Rise of Mobile in Q2 2015 ............................................................................................ 7
Figure 4.8 2 Most Challenging obstacle to video marketing success ...................................................... 9
Figure 4.8 3 Audience Engagement by Video Length .......................................................................... 10
Figure 4.8 4 The phrase How to Search Result .................................................................................. 12
Figure 4.8 5 Comparative Analysis of Effectiveness and Difficulty ..................................................... 13

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