- Video marketing is a powerful tool that allows businesses to connect with audiences through emotional content like funny, shocking, or inspirational videos. - Successful online videos require identifying the audience, planning concepts, producing quality video content, optimizing the video for platforms like YouTube, and promoting through owned, earned, and paid channels. - A case study shows how Woolworths partnered with an agency to create "Cook Like a MasterChef" videos promoting Woolworths products through their sponsorship of MasterChef South Africa, driving over 18 million impressions and a low cost per view.

1. 215115001 – VEDANT KHANDELWAL
215115002 – TANUJ BAHETI

2. You will learn:
• Why video marketing is such a powerful, versatile and effective
marketing channel online
• How successful online videos are produced, step by step
• Paid, earned and owned methods of promoting your online video

3. Key terms and concepts

4. Key terms and concepts

5. Infographics

7. “Interestingly, the second largest search engine was in fact YouTube,
the popular video-sharing website. This indicates that people are
turning to YouTube with precise, intent-driven behaviour: they’re not
just browsing randomly or waiting for a link to land in their inbox.
YouTube boasts over 1 billion unique users per month (YouTube,
2013)”
“According to YouTube, there are more than four billion hours of video
viewed each month on its website, while every minute, 100 hours of
video are uploaded (YouTube, 2013).”

8. Why Video??
Video content helps you
connect with your audience,
creating an experience and
encouraging engagement.

9. Video Marketing Strategy
 Videos are powerful because they can have a strong
emotional effect on viewers – it’s no secret that funny,
shocking, amazing and inspirational videos do particularly
well online.
 Its cheap and easy.
 To get started with making video marketing content, you
will need:
 A camera.
 A microphone
 Video editing software

10. Video content vs Video ads
 Video content include:
 How-to guides and tutorials
 Conference talks
 ideo presentations
 Valuable industry updates
 Educational lectures
 Product reviews and advice
 Entertainment
 Video ads:
These are simply adverts that are filmed and formatted for online
use. These can be existing TV commercials that are shared online, or
custom ads made specifically for the web.

11. Going viral
This means that the
content spreads from
person to person through
the web at a very high
rate, attracting an
exponentially growing
audience as it gains
popularity. The key to this
viral effect is social
media, where each user is
connected to a wide
network of others and
can easily share content
with their friends.

12. How to go viral?
No body knows the exact recipe, but we’ll try our best :
 Address a currently trending topic.
 Make it enticing.
 Make it remarkable.
 Make it unique.
 Make it shareable.
 Make it short.

13. 13.4 Video production step by step
13.4.1 Identifying your audience
13.4.2 Planning and concept
13.4.3 Producing the video
13.4.4 Choosing and uploading to platform
13.4.5 Optimising
 Video title is very important.
 Use informative, long descriptions.
 Use the tags to input several keywords.
 Encourage comments, subscriptions, ratings, embedding and sharing.
 Optimise the thumbnail.
 Use annotations
 Upload videos regularly

14. 13.4.6 PROMOTING
There are three ways you can promote your video – using owned, earned and paid media channels.
13.4.7 ENGAGING THE COMMUNITY
Respond in a timely manner to any comments or questions, and take feedback on your content into
when planning new videos. There are millions of new videos being added every day, so ensure that you
engage with them to create a sense of community and genuine interest.
13.4.8 REPORTING
It’s essential to track and analyse data about your activities, and then optimise your strategy accordingly.
YOUTUBE ANALYTICS is a free tool that enables you to see how often videos are viewed in different
geographic regions, how popular they are relative to all videos in that market over a given period of time.
Using these metrics, you can increase your videos’ view counts and improve popularity on the site.

15. 13.5 Video promotion
13.5.1 EARNED VIDEO PROMOTION (apply to all video-sharing sites)
Firstly, the following components are evaluated to define relevance in accordance with the popularity of a
given video as well as the interaction taking place around it
• titles • descriptions • tags • video views • channel views • ratings • comments • shares
• subscribers • age of video
social sharing:
initiate and encourage social sharing – ask viewers to post your video on social networks, aggregators,
social bookmarking sites and other channels. the more people share, the wider an audience you can
potentially reach.
13.5.2 PAID VIDEO PROMOTION
For instream, you pay only when a user watches 30 seconds or more of your video, or, if your video is
shorter than 30 seconds, you’ll pay only if they finish watching the entire clip. for insearch and indisplay, you
pay per click on your video.

16. • TRUEVIEW IN-SEARCH: these video ads appear to the right of the search results on the youtube search
pages. these ads are triggered by keywords, so it’s important to know what users are searching for and
ensure your ads contain the right keywords.
• TRUEVIEW IN-DISPLAY: these ads appear to the right of the youtube video the user is currently
watching.
• TRUEVIEW IN-STREAM: these ads appear at the start of regular youtube videos. Viewers have the
option of skipping these ads after five seconds. The video you use for these ads doesn’t have to be an
advert in itself – you could choose to promote some of your regular video content too.
13.5.3 OWNED VIDEO PROMOTION
if you are hosting your video content yourself, make sure that your page title is descriptive, as well as the
video title and the video file name. you can also use speech-to-text software such as blinkx or spinvox to
transcribe the video. The text can then be used in the video meta data.

17. 13.6 TOOLS OF THE TRADE
AdWords for Video is a feature of Google’s AdWords PPC tool that allows you to link your existing
Google paid advertising account to your YouTube channel, and manage all your YouTube advertising
a single interface.
TubeMogul is a video advertising tool that lets you buy paid video placements across the web. This
simplifies the process of placing and paying for video adverts.
Feed is a video seeding tool – a very handy thing to have if you host your videos on a variety of video
platforms. Video seeders allow you to upload the video once, and then automatically upload that video
all of your chosen profiles and platforms for you.

18. 13.7 Advantages and challenges
• Videos are great for engaging viewers and growing your social media community.
• By studying analytics, platform insights and comments, you can see which videoson your
channel are providing users with what they’re looking for. you can then choose to advertise
your best videos with the various formats youtube and google have on offer.
• Starting out with video production can be a bit challenging as you learn the ropes of what
makes a viewable, entertaining video. it can also be difficult to come up with constantly new
and interesting ideas.
• Optimising video can also take a while to show results (as with normal seo).

19. 13.8 Case study – Woolworths: ‘Cook like a MasterChef’
for MasterChef South Africa
THE PROBLEM –
Woolworths is a premium national retailer that stocks apparel, food and homeware. As a masterchef south
Africa sponsor, woolworths wanted to maximise this association for brand benefit. Their goal was to increase
brand awareness for woolworths through customer engagement, and highlight associations between their
products and masterchef south africa. To meet these goals, woolworths partnered with quirk, a marketing
agency specialising in creative, results-orientated digital marketing.
THE SOLUTION -
quirk leveraged masterchef-themed video content to launch masterchef south Africa at scale on various digital
platforms. The videos showed gourmet cooking of various cuisines to inspirefood enthusiasts. The video
marketing strategy utilised the masterchef brand to achieve its goals, which included:
• producing great video content –
the team ensured that the first five seconds held the viewer’s attention and clearly stated the benefits of
watching the full video. they uploaded videos according to a consistent schedule to maintain audience
interestand set expectations. video titles were crafted to incite users to click, and formed part of a larger playlist,
ensuring the viewer always knew where to click next.

20. • effective targeting to drive traffic -
Google Search and display advertising, youtube ads and facebook advertising were used to drive paid
traffic directly to the videos. videos were also shared on the existing woolworths blog, facebook page
and twitter feed. quirk negotiated with google to allow woolworths to use youtube functionality that
allowed users to click out to the woolworths site) from within videos. externally linking directly to the
woolworths website from youtube in this way was a first in africa. during the video, annotations
directed viewers to bespoke recipe pages on the woolworths online store, or subtly encouraged them
to subscribe and share the videos easily with their connections.
• engaging with users on platforms with video content –
engaging with users directly drives better engagement. strategies to encourage this included asking
viewers about their video experience and requesting suggestions for future improvements to be
incorporated.

21. THE RESULTS -
The aim was to get a view rate of at least 10% and a cost per view of under $0.20. the most
costeffective engagement and awareness driver was adwords for video. between 20 march and
31july 2012, it generated:
• over 18.2 million impressions
• over 1,09,000 views
• 17332 clicks
• a cost per view (cpv) of $0.16.
Overall, the video content was well utilised to meet the brand goals, maximised reach and
engagement of the video assets on relevant cost-effective platforms.