The Evolution Of Video Marketing

They say a picture paints a thousand words, and video is worth a great deal more. Video has become an important part of our every day life and the power of video only continues to grow as millions watch, share and create them. The roots of this industry stretch back much further than we realize and many great steps have been made to get us to where we are now in an age of technology and video.

The creation of YouTube in 2005 was arguably the biggest development for video marketing to date. This began the online video revolution and encouraged millions to watch and share viral videos as well as advertise their own videos with YouTube overlay and display ads. Many people saw the effect video marketing had on audiences, with success stories like “Blendtec” influencing others to utilize the medium and create videos for the purpose of marketing.

In 2006, Google also realized the importance of video marketing and bought YouTube for $1.65 billion.  Company’s such as “Dove”, “Old Spice” and “Evian” harnessed the power of video and created memorable and engaging video marketing campaigns that swept the nation. These videos were not just watched but were shared around the world, sparking global discussion and increasing brand awareness.

But it was not just brands that were profiting from viral video. In 2007, the well-known “Charlie Bit My Finger” video went viral and the family earned a whopping $150,000 from the charming 56 second video.

By 2011 there was a 20% increase in the use of video marketing and this only continued to grow with video accounting for a very large proportion of all internet traffic by 2014. Here, YouTube was creating its own stars, with vloggers like “Zoella” becoming an internet hit due to her viral contribution.

In the past few years, however, video has matured and it isn’t necessarily about going viral anymore. The key to success with a video marketing campaign is to understand the needs and behaviours of the target audience and how to best communicate with customers to build trust and interest while increasing sales.