It’s official in the marketing world; video is the new black. Old Spice, an aging brand, arguably on its last legs, came out with a trailblazing viral video this summer. “I’m on a Horse” prompted 19.2 million people to voluntarily watch a commercial. How? To comprehend its draw, one has to explore the current world of viral video.
Unlike traditional TV advertising, video marketing is unique in that there is an added element of consumer choice. One isn’t forced into watching commercials every 15 minutes but rather has the option of what to watch and when to watch it. TV commercial time slots are blatant attempts to market products; there’s an allotted time of when the advertising starts and ends. Even though audiences are still being marketed to throughout the scheduled programming, the advertising is less invasive because it’s concealed in entertainment. With good marketing, you forget you’re being advertised to.
It’s not just about entertaining your customers there are actual SEO benefits to video marketing. Search engines take note every time a video is played on a website. And since visitors spend more time watching videos than reading text, search engines assign the embedded video pages a higher stickiness rating. This boosts part of the overall ranking factor that search engines assign to a website, positively influencing the site’s placement in the hierarchy of search results which ultimately wins customers.
And that’s the true brilliance of viral video, if done right your audience won’t even realize they’re being marketed to. And when they do realize, they won’t care. A good video enhances your brand, expands your audience and displays your company’s range.
Looking to expand your range? Ask us how we can help enhance your brand with video marketing.