Corporate Video Production, 2nd Edition

16Marketing and Social Media

Introduction

Video has been an essential tool for corporate marketing for decades. From TV commercials to sales support clips, video helps to show products and demonstrate the importance of services. However, with the advent of streaming and the explosion of social media over recent years, the use of corporate video has increased dramatically. A 2014 survey from Cloud provider Brightcove found that 76 percent of consumers cite video as their preferred content source for consuming brand information, while 44 percent said video is the most “appealing” form of media, with such terms as “engaging,” “sharing,” “authentic,” and “shareable” listed as reasons for choosing video content over other forms of brand communication. ...