We've all heard about the Old Spice campaign - but I believe it's only the tip of the iceberg that is social video.
There is more that marketeers can do with social videos. And it's not just about 'seeding' videos in YouTube and other video platforms hoping that the audience - your audience - will share them.
Social video, was defined by ReelSEO as follows:
Social video advertising involves a push to intentionally draw attention to a video or video campaign (and its 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).
via www.reelseo.com
I beg to slightly differ though - because I think that there is more to social video than just drawing attention.
I think social video involves drawing attention to a certain video, engaging and enchanting audiences to share them - and more importantly, to participate in a dialogue with the brand behind the video. The brand can then choose to respond to these in videos or other platforms of social media.
The success of the Old Spice campaign is not just because the first video was funny and was (probably, likely) seeded and promoted properly. The key to its success was how it used the social video platform to create a conversation with its target audiences.
I am sure it was difficult - you have got to have your ear on the ground, weed through the comments (and the likes and the dislikes), and respond quickly via a video. But hey, that's the price of success. ":D
In case you've never heard of it, here's the Old Spice Guy.
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