VIDEO MARKETING

VIDEO MARKETING

FIRST, SOME EXAMPLES:
Youtube Channel: Here is the example of the Ritz Carlton company.

Live Stream: Mark Zuckerberg's testimony in front of House reps, 11th of April 2018.

Instagram Story: An example of an Instagram Story was posted on Youtube.

I think that Snapchat is also great for video marketing because it is easy to get information about what is happening around you. Also, hoteliers are using it more and more to promote their hotels, cities, etc.

A VIDEO ON VIDEO MARKETING

I would say that the most important in this video is about the brand awareness. If a brand regularly produces and post useful content that is relevant and that will be of the interest of the customers, the brand awareness will easily be raised. By having a video marketing strategy, the brand establishes a kind of trust and loyalty and allows it to be present online. In the video, it is explained that the key to real success is to have a strategy that includes a variety of videos such as stories, product demos, staff profiles and customer testimonials. No matter what the business is, people love videos and animations. They will feel more attracted if there are videos on the website rather than having tons of sentences and two-three pictures. Two important steps are mentioned: attraction and conversion. Being attracted by something will usually lead to being converted to it. Last but not least, people find it easier to click on a button and share the video so a video is spread easily and the brand will be more and more attractive and increase traffic (through the SEO engine).

RESEARCH ONLINE
I decided to talk about Marriott because it is the first luxury hotel brands in digital. The brand is well-known for its strong marketing strategy and I wanted to see if there were as good with video marketing. Well... I was not disappointed. This brand has understood how to reach its customers and the potential ones. It has its own Snapchat TV Show, shares videos with influencers in it (here in Montreal). They have perfectly understood how to throw some entertainment, to appeal emotions and to educate while promoting. If you take a look at this video below, you will understand what I am talking about.

I think that the brand has understood how to engage with its customers. We can measure it by checking the number of followers on different social networks (290k followers on Twitter, 280k on Instagram, over 2.5 million on Facebook, around 12k on Youtube). Truly, the brand has been working on its brand to meet the demands of a digital world. Apart from the main account of the brand, each Marriott hotel has its own way of promoting the hotel no matter what the country is.

I believe that the videos of Marriott fit into their social media efforts because they are reaching so many people from so many countries with it. The brand truly is developing its digital presence to meet expectations and keeps on encouraging its guests to share their experiences online.
They are using snippets mainly on Facebook and YouTube.

Still about Marriott, the videos the brand shares are more social because the videos are not trying to be too formal or too boring. You don't want to be too serious when it comes to videos because people usually watch it on their phones. If it does not catch their attention, they will not watch more than 30 seconds of the video. Marriott is trying to create videos that will be unique and that will be remembered.

Regarding the events, I could think of any festival that is organized (Coachella, Rock in Rio, NOS Alive, etc.). It is indeed very common to use videos as a distribution method. Indeed, these events happen every year and to promote it before, they share tons of videos of the artists that will be present, of the location, videos of the previous years, etc. This way, it catches the attention of the potential participants.

During these events, there are so many videos posted on social media (whether it is through the event company or through the participants) about the shows, the reaction of the public, what is happening during the day. They can also promote the brands, restaurants, radios that are at these events. It is a win-win for everyone.

Last but not least, videos post-event is primordial because the participants will be able to share their experiences and people who did not go might feel tempted to participate.
The video marketing for these events is definitely supported by the many social media accounts such as Facebook and Youtube but also on Instagram. Participants can find tips to come to the place (transportation, weather, etc) and also the schedules etc. But the most important way of communication of these events is definitely the videos that are posted daily.

"Video and marketing go together like peanut butter and jelly."
This sentence sums it all up. I would say that the video has a huge impact on the consumers and potential customers. Video marketing can be used in so many different ways (webinars, websites, Instagram, etc). The most efficient way of doing video marketing is definitely by using social media: more than 500 million hours of video are watched daily on Youtube, and over 80% of users watch videos on Twitter. Videos help get to the point in a quicker and this is important because users don't pay attention to content as much as they used to. I think that a brand should rely on video marketing mainly because there are so many tools to make it fun, attractive and creative.

Find the article I used to write my answer here!