the new economy of

Viral Video     And why engagement matters




                                        COMPANY


     ...
social media                    has changed the way brands and
                                            consumers inter...
engagement capital
                           is the means by which a marketer
                          exchanges compell...
You can spend your video's engagement capital
on branding, a call-to-action, or on reach and
engagement goals.

   It’s be...
The level of engagement capital available
      to spend with your viewer is affected by
                  the type of vid...
Lightly branded video content is shared 4x as often as heavily
branded content, and 10x as often as videos with a call-to-...
Viewers engage (e.g., comment, rate) with lightly branded video
content 2X as often as videos with a heavy brand or call-t...
Lightly branded social videos produce more engagement
capital to spend with social media influencers.

Influencers are in ...
Certainly branding and call-to-action have a role
in social video marketing but at a cost - reduced
reach and engagement f...
want to know more?

Please contact Josh Warner
President, Feed Company
 josh@feedcompany.com
323-469-3052

               ...
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The New Economy of Viral Video

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According to insight from Feed Company, marketers that want to reap the organic pass-along potential of viral video must be willing to build engagement capital with audiences.

About Feed Company

Feed Company is the video seeding company social brands rely on to get video exposed to users on top blogs, video sites, mobile platforms, and social networks. Our ability to guarantee millions of user-initiated views and social engagements make us the first choice for Fortune 500 companies and their ad and media agencies.

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The New Economy of Viral Video

  1. 1. the new economy of Viral Video And why engagement matters COMPANY INSIGHTS
  2. 2. social media has changed the way brands and consumers interact. Social video, often called viral video, is an evolving form of social marketing available to brands. Brand marketers must understand the concept of engagement capital to be successful with social video. COMPANY INSIGHTS
  3. 3. engagement capital is the means by which a marketer exchanges compelling content for support or action by a user. Each brand video creates a limited amount of engagement capital to spend with a viewer. COMPANY INSIGHTS
  4. 4. You can spend your video's engagement capital on branding, a call-to-action, or on reach and engagement goals. It’s best to pick one goal and stick to it. Otherwise you’ll overtax your viewer and reduce interaction with your video. COMPANY INSIGHTS
  5. 5. The level of engagement capital available to spend with your viewer is affected by the type of video you create. LIGHT BRANDING Brand is visible but does not impede entertainment value of content. HEAVY BRANDING Clearly commercial content, title or end slide and voiceover interrupts content. CALL-TO-ACTION Clearly commercial content, user is asked to take action with promise of reward COMPANY INSIGHTS
  6. 6. Lightly branded video content is shared 4x as often as heavily branded content, and 10x as often as videos with a call-to-action component. 100% 75 50 25 0 Lightly Branded Heavily Branded Call-to-action COMPANY Source: Feed Company INSIGHTS
  7. 7. Viewers engage (e.g., comment, rate) with lightly branded video content 2X as often as videos with a heavy brand or call-to- action component. 4 3 2 1 0 Lightly Branded Heavily Branded Call-to-action COMPANY Source: Feed Company INSIGHTS
  8. 8. Lightly branded social videos produce more engagement capital to spend with social media influencers. Influencers are in position to syndicate your brand video across the social web. 1 out of 10 YouTube users* manage a blog or website. 4 out of 10 YouTube users are active on other social media platforms. COMPANY *YouTube users 35 and under. Source: Entertainment Media Research © YouTube Insight Report 2009. INSIGHTS
  9. 9. Certainly branding and call-to-action have a role in social video marketing but at a cost - reduced reach and engagement for your brand video. The big takeaway for video marketers: create engagement capital and spend it wisely. COMPANY INSIGHTS
  10. 10. want to know more? Please contact Josh Warner President, Feed Company josh@feedcompany.com 323-469-3052 COMPANY INSIGHTS

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