How does Social Video Marketing work?
Social Videoclip Marketing (SVM) are integrated advertising and marketing communications created around a given video, to boost audience engagement with social tasks. In an effective social videoclip advertising project, the content, distribution technique and customer self-expression devices combine, so an individual can include his voice to co-create value to a piece of material and propagate it in his social circles.
SVM draws on consumer-culture concept, economic concept, and social theory around the psychology of discussing. Social video advertising and marketing varies from social advertising, which has the intent of affecting behavior for a social good.
Social Video Marketing is also distinct from viral marketing which is more closely aligned with the self-replicating nature of both “memorable and sufficiently” interesting content. In contrast to viral video where success is typically measured solely on the pass-along rate or the number of impressions, social video hinges upon leveraging a deeper more contextual relationship between sharer and recipient.
Social videos tends to be passed along because of a shared interest or a sense of trust between sender and recipient(s). Social videos attract conversation in either a one-to-one or a one-many relationship, with the comments and interactions becoming cumulative, rather than moving in a one-way trajectory, as in the case of a viral video.
Social Video Marketing tools / software
Theories on Social Video and Sharing
Historical Context of Social Video Marketing
Conditions which have made the market conducive to the rise of social video marketing:
- Falling cost of technology
- Cameras’ ubiquity
- Increase of bandwidth and consumer access
- Computer speed/RAM
- Desktop publishing
- Rise of social networking sites
Usage of the term
ReelSEO mentions “social video marketing” frequently and has been using the term since at least 2010. “Social Video Marketing” as a term has also been championed by Internet entrepreneur Shawn Hopwood.
In a 2011 study published in Psychological Science, a journal of the Association for Psychological Science, Jonah Berger found that subjects the sharing of stories or information may be driven in part by arousal. When people are physiologically aroused, whether due to emotional stimuli or otherwise, the autonomic nervous is activated, which then boosts social transmission. Simply put, evoking certain emotions can help increase the chance a message is shared.
“In a prior paper, we found that emotion plays a big role in which New York Times articles make the most emailed list. But interestingly, we found that while articles evoking more positive emotions were generally more viral, some negative emotions like anxiety and anger actually increased transmission while others like sadness decreased it. In trying to understand why, it seemed like arousal might be a key factor,” says Berger, the Joseph G. Campbell Jr. Assistant Professor of Marketing at the University of Pennsylvania.
In the study, Berger suggests that feeling fearful, angry, or amused drives people to share news and information. These types of emotions are characterized by high arousal and action, as opposed to emotions like sadness or contentment, which are characterized by low arousal or inaction. “If something makes you angry as opposed to sad, for example, you’re more likely to share it with your family and friends because you’re fired up,” continues Berger.
Bibliography and References
“Why Do We Share Stories, News, and Information With Others?” – Psychological Science  
- “The Social Video Era”. Retrieved 23 August 2011.
- “Identity Signaling with Social Capital: A Model of Symbolic Consumption”.
- “Yes We Can”: How Online Viewership, Blog Discussion, Campaign Statements, and Mainstream Media Coverage Produced a Viral Video Phenomenon “Yes We Can: How Online Viewership, Blog Discussion, Campaign Statements, and Mainstream Media Coverage Produced a Viral Video Phenomenon”.
- “Why Do We Share Stories, News, and Information With Others?”.
This article uses material from the Wikipedia article Social Video Marketing, which is released under the Creative Commons Attribution-Share-Alike License 3.0.