Video Sharing And Marketing For Your Business

Social Video Sharing And Marketing For Your Business

October 23, 2013 by Martin Jones

Whether you’re looking to spark a viral marketing campaign or simply provide your customers with information on your site, video can help. In fact, Cisco’s Visual Networking Index report found that video accounted for 57 percent of all consumer internet traffic in 2012, and it expected that proportion to go up to 69 percent in 2017. In order for your videos to do well, however, you first need an audience.

One way to help your videos make an impact is through social video sharing. Every business wants its content, including video, to go viral and earn its brand widespread popular exposure, but that means knowing how to make the most of video. Here a couple of quick tips.


The Globe and Mail recently reported that not only are consumers who watch product videos upwards of 64 percent more likely to make a purchase, they also tend to be more confident about their purchases. Why does video work so well? It may have something to do with our response to faces. If your video features someone with an appealing, trustworthy face, viewers may be more likely to trust your products or services as well. The human element simply provides more appeal than plain text, simulating face-to-face interaction even though the video can’t actually respond to the viewer.

With or without faces, consumers may simply find video more entertaining than text, as Social Media Today suggested. Some people may also find it easier to understand information when they have a video to visually and audibly illustrate it for them. Trying to understand the explanation in textual format, with no supplementary visuals, could be difficult in comparison.


As social media becomes increasingly important in the spread of videos, it’s also changing how the content itself is designed. For example, the length of video is shrinking. Just as Twitter and Instagram give users bite-sized pieces of text or images they can rapidly consume and quickly share, audiences seem to prefer short videos. The National Federation of Independent Business recommends that you keep all of your clips under three minutes at the most. If you absolutely need more time to get your message across, split it up into multiple videos labeled Part 1 and Part 2, and so on.

Vine is one social video platform that actually forces users to keep their clips short, with a time limit of six seconds per clip. The creators of YouTube recently introduced a competitor, however, called MixBit. The app limits clips to 16 seconds long – however, that’s just the limit for each individual clip, according to the Washington Post. Users can then edit together up to 256 clips to create a remixed video that’s potentially over an hour long. Further, it’s a collaborative process. As long as the user who uploaded a clip has shared that video publicly, other users can edit and remix it as well.

MixBit, currently available for the Apple iOS and forthcoming on Android, also takes into account another big change in video: mobility. According to BI, mobile devices are an increasingly popular platform for both watching and sharing clips. When considering mobile marketing strategies, keep in mind that videos will need to still look good on small screens.


Video is a versatile medium when it comes to conveying information, well-suited to a variety of content. The NFIB suggests creating clips in which an employee answers some of your customers’ most frequently asked questions, or demonstrates how to install or use a product. You can also include interviews with and testimonials from some of your best customers, which can be even more powerful than written recommendations by those same people, because viewers can hear your customers’ tone and see their body language. You can even ask customers to send in their own videos, which can be unique, creative, and shareable.

Further, video tends to be a good investment in the sense that clips tend to stay relevant for a long time. Evergreen FAQs, demonstrations and testimonials all give your customers information that will probably last for years without needing to be changed or updated. Always ask yourself whether your video contains information that viewers will want to share.

To help your videos take off, Social Media Today recommends adding clips to your email marketing campaigns as well as posting them on as many social media sites as possible. You can even take video offline by including QR codes in your physical materials. With so much inexpensive video equipment and online editing software available, any business can take advantage of visual media.

When will you make your next video?

Martin Jones is Social Media Marketing Manager with the corporate Cox Communications social media team where he assists in leading strategy, campaign ideation and marketing execution across each of the company’s social media platforms. Today, over 500k fans engage with Cox Communications content, campaigns and Customer Care on Facebook, Twitter, LinkedIn, You Tube and Google+. His career has been characterized by his ability to work with groups, individuals and businesses to uncover, optimize and implement digital marketing strategies and tactics that propel them past their competition. Thoughts expressed here are his own.

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