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BizReport : Viral Marketing : June 10, 2016

Brands: How to integrate video this Father's Day

Video has been gaining more ground in the digital ad space over the past five years, but still, some video ads are missing the mark. One expert explains how brands can use video to engage for Father's Day.

by Kristina Knight

Kristina: What makes video a desirable marketing format for Father's Day?

Cyndi Knapic, Head of Animoto for Business: Simply put, there's no other medium that can elicit emotions as well as video. Father's Day is a time when families celebrate and tell stories about the great dads in their lives. Video is the best way to capture these types of stories and be part of the holiday conversation online.

Kristina: What are key traits of a Father's Day video that brands should include in their creation process?

Cyndi: Brands should consider shareability every time they create video content. For Father's Day especially, branded videos that are both relatable and trigger our emotions will get the most reach and engagement. So, whether it's laughter or tears, reflecting the emotions that are universally being shared around this particular holiday is key to connecting authentically with your audiences.

Kristina: Why do brands use social media to leverage their videos - especially during holidays?

Cyndi: Video is one of the most preferred ways for people to consume content. Facebook recently announced that more than 100 million hours of video are being consumed on its platform per day. Additionally, according to a survey we conducted last year, businesses with video marketing strategies have an elevated brand perception:

•Four times as many consumers would rather watch videos about products than read about them
•Nine out of ten consumers watch at least one online video per week
•One quarter of consumers lose interest in a company if it doesn't use video

It's the adoption of easy, drag-and-drop video creation tools, coupled with the affordability of low/no-cost distribution through social media, that is empowering small business owners with great ideas to find video marketing success and keep up with the brands who spend millions for a TV spot. Add in the buzz of social media activity around holidays when people are more apt to share personal stories - and it's primetime for running a video marketing campaign.

Tags: Animoto, branded video, online video, video advertising, viral marketing

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