How Online Video Content and Brand Advocacy Can Drive Meaningful Conversion
Marketing Video Marketing

How Online Video Content and Brand Advocacy Can Drive Meaningful Conversion

A recent study conducted by Social@Ogilvy, in addition to new research from Videology, shows that marketers who focus their efforts on building advocacy mentions have more successful marketing campaigns than those who don’t, and marketers who incorporate targeted online video content are more likely to see upticks in off-line sales.

Social@Ogilvy analyzed 7 million brand social mentions across Brazil, China, the UK, and the US, and 22 brands. Although social presents a wealth of opportunity for brands, the study found that there is still room for growth. Marketers must “help facilitate advocacy volume, reward passion, and amplify reach” if they want to leverage social platforms effectively and build sharing habits among consumers, says Irfan Kamal, global head of Data+Analytics and Products at Social@Ogilvy. “Our study suggests that the vast majority of satisfied customers are not publicly advocating for brands on social platforms. Brands have not provided the technology, incentives, or content that both inspire and enable customers to speak out positively.”

It is through this advocacy that Kamal sees marketers getting the most bang for their buck: Eighty percent of reach from content marketing campaigns is boosted through such earned media.

Recent research from Videology confirms that through digital video content, marketers can effectively garner positive feelings from consumers. The video-advertisement platform recently conducted a case study on three quick-serve restaurant chains (QSRs), questioning whether online video campaigns are able to improve off-line sales. The answer? Yes. By including digital video and targeting prime customers with optimal reach, QSRs saw increases in overall campaign reach, spend per account, and growth in the average transaction price.

One particular restaurant chain cited in the study hoped to attract more diners during lunchtime hours. The targeted video content drove 8.5% more diners to the restaurant during lunchtime. In addition, there was a 13.3% sales lift in consumers who saw the ads three or more times.

Video content is a hot topic today, with 95% of marketers incorporating video into their clients’ campaigns. But understanding the life and effectiveness of online video content in and out of social is still an opportunity for many companies. Video marketing investments like Twitter’s testing of promoted video ads or Facebook’s recent acquisition of LiveRail are indicative of increased interest in video content.

Now, Facebook users view an average of one billion videos per day, and the online video advertising market is expected to see a jump of more than $2 billion by 2016. Even Skyword, with the purchase of Vidaao—a video production and marketing company—is looking to bulk up its video content marketing capabilities.

Boosting offline sales and brand affinity is a process that, with video content and a focused strategy on advocacy, can now be achieved.

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