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Q&A with Social Media Thought Leader Jeff DavisWhy has video become such an effective marketing tool forbusinesses?The second most popular search engine after Google isn’tBing or Yahoo – it’s YouTube. Beyond the potential of reachingbillions of people, YouTube is also a marketer’s dream becauseit encompasses practically every demographic, making iteasy to find and connect with your target audience. In thecase of <strong>Orabrush</strong> and other CPG companies, video is also aneasier way to show how the product works than explaining itthrough words.What types of brand videos are some of the most watched orshared?The most recent example that comes to mind is “Crest’sHalloween Treats Gone Wrong.” It got shared because it washilarious – which is a huge help in fueling that social wildfire– but easier said than done. A combination of great contentdesigned for the medium and natural tie-in to the brand is anecessity in helping a video go viral. Other great brand videoexamples are Dove Evolution, Old Spice, Red Bull, Go Proand Kmart.“Don’t underestimate the value of PR in getting yourvideo out there – it can expose your video to a largeaudience and accelerate the sharing process.”www.socialmediastrategiessummit.com
Q&A with Social Media Thought Leader Jeff DavisWhat about short-video platforms like Instagram and Vine. How canbrands create effective content in six or 15 seconds?In this era of short attention spans, our strategy on YouTube hasalways been to keep our videos under three minutes. While Vineand Instagram put hard limits on time, that doesn’t mean you shouldlimit your production values. On YouTube, we aim to produce adsthat look professionally done so the viewer enjoys watching it,and the same can be true on these emerging platforms.How can brands effectively disseminate video content and make sureit gets seen and shared?To reference the Crest example again, that ad really took off whenit was selected as Adweek’s Ad of the Day. Don’t underestimatethe value of PR in getting your video out there – it can expose yourvideo to a large audience and accelerate the sharing process. Inaddition, when we see that a video has high engagement valuewith consumers, we are not shy to promote that video to even morepeople to accelerate the viewership, engagement and conversion.“I am struck by how few people leverage YouTube asa social platform for engagement and conversion”www.socialmediastrategiessummit.com
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