With the fragmentation of media choices, DVR-forwarding through commercial breaks, and decreasing time-shifted TV viewing, marketers are finding it increasingly difficult to rely on traditional media communication to reach their target consumers. Leading brand managers are already testing the communication power of customer referrals via social media, but these are largely limited to simple content such as “Likes”, Tweets and shares on Facebook, Twitter and Google+. The richness of video has largely been absent from these campaigns.
There is a new “Social Video Engagement” solution on the market that enables marketers and brand managers to harness their consumers’ creativity through the power of video; www.wevideo.com. This new platform is designed to give marketers a powerful new tool to energize audiences and turn customers into advocates for their brands through consumer-generated videos, such as highlight reels, short films, entertaining spots, testimonials and movie trailers.
As a recent use case, K-1, the world’s premier kickboxing promoters, recently powered its K-1 Rising 2012 Contest in Los Angeles with WeVideo’s Social Video Engagement solution. K-1 fans entered an online contest by editing video clips of previous K-1 fights. The best videos won ringside seats to an upcoming fight. K-1 promoted the event at www.k-1.tv. Fans edited contest videos can be seen on K1 Team’s YouTube Channel.
The new Social Video Engagement solution allows marketers to offer an embedded video editor on their own Web properties, inviting people to create videos using video clips, soundtracks and graphics that are company-provided, consumer-generated or both. Consumers readily share their edited videos with friends, spreading the reach of the brand through social media sites.
Large brands have already used the innovative video solutions to power and augment their social media engagement, but the service is easy and affordable for marketing campaigns of any size.