Social Media Promotion Videos

Social video marketing is part of an integrated marketing communications strategy that aims to increase audience engagement through social activity surrounding a specific video.

A successful social video marketing campaign combines content, distribution strategy, and consumer self-expression tools to allow an individual to “add their voice” or co-create value to a piece of content, which is then distributed to their social acquaintances. The “influencers” of a given social grouping typically cast a halo effect on social video. The psychology of sharing is used in social video marketing, which draws on consumer-culture theory, economic theory, and social theory. Social video marketing is distinct from social marketing, which aims to influence behaviour for a social good. Social video marketing is distinct as well, as it 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 by the pass-along rate or the number of impressions, the success of social video is dependent on leveraging a deeper, more contextual relationship between sharer and recipient.

Social videos are typically shared because of a shared interest or a sense of trust between the sender and the recipients. Social videos elicit conversation in either a one-to-one or a one-to-many relationship, with comments and interactions becoming cumulative rather than moving in a one-way trajectory, as with non-viral videos.