Social video marketing is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content - then further disseminate it out to their social acquaintances. Social video typically benefits from a halo effect cast by the "influencers” of a given social grouping. Social video marketing draws on consumer-culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.
Media publishers and content rights holders create social videos from TV, live video feeds and pre-recorded content in order to generate engagement on social platforms and drive media distribution.[1] They use real-time video editing software to instantly create and share social videos in native formats such as vertical video for Snapchat and square video for Instagram. YouTube stands out as a paramount marketing tool for brands across diverse industries. A Wyzowl survey from 2021 revealed that 87% of video marketers endorsed YouTube for its effectiveness, solidifying its status as the preferred platform among video marketers.[2]
^Farber, Alex (February 18, 2014). "Twitter to offer near-live Brits clips". Broadcast. Retrieved May 9, 2014.
^Chen, Gong; Li, Yi; Sun, Ya (January 2023). "How YouTubers Make Popular Marketing Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer Marketing Videos". SAGE Open. 13 (1): 215824402311522. doi:10.1177/21582440231152227. ISSN 2158-2440.
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