The Powerful Influence of Web Video

At the South Florida Interactive Marketing Association Summit last Friday, May 14th, online marketing experts and social media strategists shared their insights and experiences in the interactive marketing realm. One common topic that came up among several speakers was the growing influence of video in social media.

Of the many companies that engage in social media campaigns, 80% use Twitter and 76% use Facebook, but only 42% use video. That seems like a miss – considering YouTube is the number 2 search engine and the number 3 website on the web. Video is a great way to capitalize on the 75% of internet users who watch online video at least once a week.

Chris Thornton, CMO of Definition 6, shared a Coca-Cola case study to show how video can help your brand. His company created the “Happiness Machine” video shown below.

[youtube /v/lqT_dPApj9U&hl=en_US&fs=1&rel=0″>]

After posting this video to YouTube and with just one Twitter mention, the “Happiness Machine” video received over 2 million views and over 1,300 comments and retweets since January.

This campaign is 100% viral with no media support. It goes to show you just how powerful video can be.

Of course, you cannot expect every YouTube video to reach such astounding numbers so quickly. Video is meant to support your main social media platforms, but can have a strong influence if used effectively.

Murry Izenwasser, Senior Interactive Strategist for Biztegra, shared some tips on how to make your videos more effective from an SEO standpoint:

  • Start by giving your video a title that accurately sums up what it’s about, so people who are searching for that topic will find it easily.
  • Go ahead and include the word “video” right in the title since many people will Google “video” if that’s the medium they’re looking for.
  • It is important to have a good description filled with keywords. You should always keep a list of keywords close by – it’s an SEO imperative!
  • Be sure to include tags of the keywords.
  • Once you’ve posted your video on YouTube, syndicate it to multiple sites such as Tube Mogul and Pixel Pipe.
  • For videos with lots of spoken content, it may be a good idea to have your video transcribed.

Lastly, know your statistics. Track visits and conversions to sales. Dig deep into the web analytics to measure your success.

Good luck and have fun with it!