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June 24, 2014


Video and Social Media

By Karen J. Bannan

Twitter this month acquired a small startup, SnappyTV, that lets people edit and share television clips. According to the social media giant’s blog, the move was important so that it is “… easy for TV broadcasters, businesses, and event producers to share high-quality videos.”

It makes sense because, as Mediabistro points out on its All Twitter site, we are visual beings. According to the site, 90 percent of information that gets transmitted to the brain is visual and we process images “60,000 times faster than plain text.” There are other reasons that video works on social media – and social business properties — too. According to Mediabistro’s recent infographic, videos are shared 12 times more than link and text posts combined. Even more compelling: A Wainhouse Research report found that there was more than 1.12 billion hours of live online video created for business last year.

And video is just as important in the b-to-b world as it is in the b-to-c realm. The trick is making sure you create compelling video assets and make them readily available for social sharing. Dow Water and Process Solutions, which manufactures and sells water filtration, purification and separation technology, used video in a variety of social campaigns to boost awareness of water use and needs. The company’s video, which was promoted on social media, led consumers to an interactive “water kitchen” that showed people why water filtration – and specific companies’ conservation efforts – are so important. For instance, what Chilean mines are doing and what electronics companies doing to conserve water.

By taking what could be a dry topic and creating human-centered video, the company was able to garner five times the number of impressions in around the 2013 United Nations World Water Day as it did the year before without the use of paid advertising.

1 Comment
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