Social video marketing

Social video marketing is a component of an integrated marketing communications plan designed to

increase audience engagement through social activity around a given video. In a successful social video
marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow
an individual to “add their voice” or co-create value to a piece of content - then further disseminate it out to
their social acquaintances. Social video typically benefits from a halo effect cast by the "influencers” of a
given social grouping. Social video marketing draws on consumer-culture theory, economic theory, and
social theory around the psychology of sharing. Social video marketing differs from social marketing,
which has the intent of influencing behavior for a social good.

Media publishers and content rights holders create social videos from TV, live video feeds and pre-recorded
content in order to generate engagement on social platforms and drive media distribution.[1] They use real-
time video editing software to instantly create and share social videos in native formats such as vertical
video for Snapchat and square video for Instagram. YouTube stands out as a paramount marketing tool for
brands across diverse industries. A Wyzowl survey from 2021 revealed that 87% of video marketers
endorsed YouTube for its effectiveness, solidifying its status as the preferred platform among video
marketers.[2]

Distinguished from viral video marketing

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 on leveraging a deeper more contextual relationship between sharer and recipient.

Social videos tend to be passed along because of a shared interest or a sense of trust between the 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 not a viral video.

Theories on social video and sharing

Historical context
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

Bibliography and References

“Why Do We Share Stories, News, and Information With Others?” - Psychological Science [3] [3]

Notes
1. Farber, Alex (February 18, 2014). "Twitter to offer near-live Brits clips" (http://www.broadcastn
ow.co.uk/news/multiplatform/twitter-to-offer-near-live-brits-clips/5067831.article). Broadcast.
Retrieved May 9, 2014.
2. Chen, Gong; Li, Yi; Sun, Ya (January 2023). "How YouTubers Make Popular Marketing
Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer
Marketing Videos" (http://journals.sagepub.com/doi/10.1177/21582440231152227). SAGE
Open. 13 (1): 215824402311522. doi:10.1177/21582440231152227 (https://doi.org/10.117
7%2F21582440231152227). ISSN 2158-2440 (https://www.worldcat.org/issn/2158-2440).
3. "Why Do We Share Stories, News, and Information With Others?" (http://www.psychologicals
cience.org/index.php/news/releases/why-do-we-share-our-feelings-with-others.html).

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