Marketing Student Views

Perspectives by GMU Internet Marketing Students


Leave a comment

Micro video and embedded video email trends in marketing

Blogger: Katja Swann

Videos are the best way to grab consumers’ attention; micro videos are even better for consumers with short attention spans.  In this blog post I will summarize why micro videos have become the new trend for businesses to promote their products.  I will also bring up another emerging trend in video marketing; the ability to embed video in emails.  These two trends, while as of now are not wildly used by companies, will possibly become the norm in 2014.

By now everyone has heard of Instagram and Vine’s quick video features.  Consumers often use these micro video capabilities to make funny six second or fifteen second videos to share with their friends.  Recently businesses have joined the micro video trend.  Businesses use these micro videos either to promote a product or inspire viewers.  Nonprofit businesses have especially taken to the use of micro videos to spread information.  Beth’s Blog provides seven examples of nonprofits that have used Instagram and Vine to show their cause.  Of the seven, two examples stood out.  These examples were Charity Water’s Instagram Video and Diabetes UK’s Vine video (Kanter, Beth).

Charity Water installed water taps in the homes of the villagers in Engereda.  Previously, women had to walk four hours to a stream just to retrieve water.  Charity Water provides an Instagram video that shows one of the women smiling as she carries her water from one building to her home.  While the video is short and simple it also helps to inspire the viewer.  Viewers are able actually see a few minutes into her life as her previously four hour walk for water suddenly becomes only ten steps.

The other video by Diabetes UK used colorful fridge magnets.  The vine video, though short, is extremely informative for parents who may not realize their children have diabetes.  Titled “#the4Ts” the six second video lists out “toilet, thirsty, tired, thinner” as symptoms noticed in diabetic children.  These videos provide viewers with an emotional link that static photographs and plain text could not convey in the same way.

Future consumers can expect to see more micro videos as we start to move into 2014.  Typically the way consumers notice these videos meant they were either subscribed to the businesses social networks, have a website they visit mention these videos, or a friend provide the link to the video.  This problem will be lessened in the future as a new trend of embedded video email emerges.

Businesses send several emails to consumers with pictures and text of their products, yet video has not been used as extensively.  Currently, very few marketers use video at all in their email promotions.  According to information from Email Monks, videos embedded in email will become the new trend.  MarketingProf recently posted the infographic from Email Monks further explaining how the new trend can benefit future marketers. 

As of now only a quarter of marketers use embedded email.  After surveying marketers who do not use video in their email it was found that 25% were “very likely” and 55% were “somewhat likely” to join the video email trend.  Only 20% were unlikely to join the new trend (Nanji, Ayaz). The types of content in these videos that have been most effective when used were found to be training courses and product demos. Training courses, I assume, are videos that explain how to use a product while product demos are self explanatory.

The article and infographics do not specify what type of videos would be used.  I would expect that these videos would either be linked from the products official YouTube channel for longer videos and Vine or Instgram for shorter videos.  Email Monks provide great infographics as to why marketers should use video marketing (Video Email Arsenal).

While embedded videos in email can be seen as annoying by consumer, video also provide self serving information and radical transparency.  For example, Product demos show the consumer how to use the product.  This gives the consumer content they need to answer the question “how does this work” (self serving information).  The product demo video would also show the consumer an easy way to understand the products function (radical transparency).  This trend will more than likely be more noticeable in 2014 as more companies join the embedded video trend.

I believe that micro videos and the video email trend will be very useful for consumers and marketers alike.  Nonprofit businesses have already shown how successful the trend is; now name brand companies should follow their lead.  There is no reason I can think of as to why businesses should not use video to provide product information.  After what I have learned about video email I would be surprised if name brand companies did not follow suit. Most consumers shop with their smartphones in hand with access to their email.  What better reason do companies need then this to join the video email trend?  I am excited to see which company will embrace this trend first and find out how successful video emails will be in the future.

Articles cited:

Kanter, Beth. “7 Fabulous Nonprofit Videos on Vine and Instagram.” Beth’s Blog. N.p., 20 Aug. 2013.       Web. 12 Nov. 2013. <http://www.bethkanter.org/7-np-videos-vine-insta/&gt;.

Nanji, Ayaz. “Video in Marketing Emails: Trends and Benchmarks [infographic].”MarketingProfs. N.p., 4 Nov. 2013. Web. 12 Nov. 2013. <http://www.marketingprofs.com/charts/2013/11989/video-in-marketing-emails-trends-and-benchmarks-infographic&gt;.

“Video Email Arsenal.” Video Email Marketing Infographic and Sample Video Email. N.p., n.d.      Web. 12 Nov. 2013. <http://www.emailmonks.com/videoemail/video-email.html&gt;.


Leave a comment

Tips to make your video worth watching

Blogger: Chris Saunders

Video marketing has never been easier to do. With the recent emergence and boom of easy to use platforms like YouTube, video marketing can be both a successful and profitable tactic for any business. Getting the video out to the public is simple, but getting the right video out still has its difficulties. Getting the right message and properly voicing it to your audience can be quite a tough task. Every business is different, and each business can benefit from following these few simple tips, which will ultimately improve the success of your business’ video marketing.

Tip 1 – Your targeting audience will respond much better to a video with more personality. Now by personality, I mean a video that is both captivating visually and audibly, and still informative enough to get the point across. A bland video with words on a white background or a salesperson reading to you is less likely to have a positive effect on you than a casual, more intriguing video taking place in a real-life environment. Compare these two videos and see the difference for yourself.

  • Example 1 (Bad) – Not only is the ad fairly boring to watch and monotone, it could also be considered quite offensive. Additionally, you don’t find out what brand the ad is for until the last five seconds.  http://www.youtube.com/watch?v=MmYeFLLHmS0
  • Example 2 (Good) – The ad is mildly humorous, keeps your attention, and puts a strong, positive focus on the brand throughout the entire ad.  http://www.youtube.com/watch?v=yeDOcYOurUs

Tip 2 – Another important piece of advice is to maintain consistency. Be consistent in displaying and releasing new ads. Don’t release new ads too often, but don’t make them too sparse. A weekly or monthly set schedule can significantly improve your targeted audience’s response. Also, be consistent in releasing ads based around the same subject. A good example would be Geico, the car insurance company; they always feature the gecko and a similar type of scenario which consumers can recognize and build a minor, but important, relationship with.

Tip 3 – Following the same advice from the last tip, a relevant video is a good video. Keep your video short, concise, and focused on your brand, while still retaining audience attention and being informing and entertaining. Now this is easier said than done, but also hard to mess up at the same time. Say what you need to say about your brand, and nothing more. Provide enough information to entice consumers, and allow them to further research your product or service, which if they are interested they will surely do.

Tip 4 – Last but not least, testimonials can go a long way. Providing truthful and convincing testimonials can further instill consumer’s trust in your brand and give them the push they need to look into/purchase your product or service. The one caveat to this tip, is that if done wrong, it can do exactly the opposite of what you want which is push consumers farther away and lose their trust. For instance, have you ever seen those hair growth or weight loss commercials? If so, then you most likely always question whether the person in the before picture is the same person in the after picture. Situations like this can substantially damage your brand’s image, so keep your testimonials short, simple, and most of all truthful and believable.

Video marketing is readily accessible for the smallest to the biggest companies and can provide a large boost in not only your brand’s image but also to the amount of potential consumers you reach. Follow these tips and your video ads will have a much higher rate of success, and possibly make you more money too!