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The Power of Video

The Power of Video

Preview Networks are a video distribution network in the entertainment and social sector. We couldn't help but borrow a really useful blogpost from them as it makes a great case for why companies should invest in video....

Recently I have been asked for several sources that document why video is such a good marketing tool, so I thought I would dedicate a blog to documenting this trend. By gathering all the good tid-bits of information from the past year, here is an online video roundup. It includes links to previous posts in addition to external sources that sum up the power of video.

Online Video Trending Up: This sums up 2010′s online video numbers by including links to 3 different reports. Here’s a blog-bite: “Consumers favor short form content over full 30-60 minute programs, as 42% of video is consumed at the workplace in “snackable,” shortform clips” (YuMe Online Video Attitudes Whitepaper).

The Growth of Branded Content: The beginning of 2011 showed investor confidence in online video as $477 million was raised in Q1 alone, to support businesses focusing in this area (VideoNuze Blog post). Consumers are watching more video, and the industry is acknowledging the trend.

Leveraging the ROI of Video: Video increases conversion rates, encourages sharing, and creates a more engaging experience for the consumer, and a blog post by video-commerce.org tells you how to leverage that ROI.

Product Videos Improve Consumer Decision Accuracy: In case you need a little academic theory to back up the trend, read this blog to find out how consumers, as cognitive misers, are drawn to video versus text heavy sites.

Brands that Embrace Video Improve Sales: This post links to case studies of brands like Zappos and Lands’ End who are capitalizing on their e-commerce strategies by incorporate video into their online marketing strategies.

Online Video is Content Marketing of the Future: A data-packed post with sources from comScore, Forrester, and Business2Community.com supporting the power of video. “The combination of moving images, still pictures, graphics, sound, and text – with interactivity and mobile devices – appeals simultaneously to multiple senses making online marketing video the ultimate way to communicate, engage, and capture consumer attention” (Rick Dearborn, B2C).

The Secret Ingredient for Engaging Content: Check out a recent case study done by Getty that captures how to create powerful and engaging communications with video, and get introduced to the concept of The Content Graph which is the base for many future blog posts, and where we see this trend going.

The Role of Brands as Media Companies: Brands like Burberry and Ralph Lauren are leading the content marketing trend and utilizing their video assets to become more like media companies than designers.

I hope you enjoyed this review of past posts. Stay tuned for more future posts documenting this trend.

About Preview Networks

Preview Networks is Europe’s largest preview distribution network. We serve websites, social networks, mobile apps and internet TV. Our content is available on MSN, MTV, iTunes, The Times, MySpace, The Guardian, El Pais, El Mundo, Le Monde and more than 2,300 other online media. We work with more than 300 brand and entertainment companies. Learn more on previewnetworks.com