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It’s Time – Get Online Video Marketing Right

In a 2012 report released by comScore, it should come to no surprise to marketers that Canadians still top the list for the number of videos viewed per user – 271 videos/month is the latest tally. Total online video viewership is up 58% in the Canadian market year-over-year. Clearly, Canadians love online video. With these kind of statistics perennially flowing in from research sources, marketers focused on Canadian audiences must improve their online video strategies and tactics. It All Begins With Content: So where to start? It all begins with content. That is, decide what type of video you want to create. The fact is, most videos watched on the Internet falls into the category of entertainment, which can often be summed up with titles like “Funny Pet Tricks” and the like created by amateur videographers. Even so, there can be a large audience eager to view your business-oriented videos if you approach the medium with authenticity and engaging content. Marketing Objectives: Consider that branding and awareness is your prime marketing objective with online video, with content falling into one of the following categories: education, humour, and/or information/news. In my experience, humour usually wins out online, and if it works for your audience, could be the approach you are looking for. But unless you are a beer company or trying to appeal to a youth market, it may not be feasible to go this route. The Host Approach: comScore cites a 185% increase in Canadians seeking out news/information type video content in 2012. Education/information based-videos can work for many organizations. The trick is to avoid boring and dry videos. This can be...