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.
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.
YouTube stands out as a paramount marketing tool for brands across diverse industries.
In contrast to viral video where success is typically measured solely on the pass-along rate or the number of impressions, social video hinges on leveraging a deeper more contextual relationship between sharer and recipient.
Social videos tend to be passed along because of a shared interest or a sense of trust between the sender and recipient(s).