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- Title
Online Video Marketing Strategies. Typology by Business Sector.
- Authors
Costa-Sánchez, Carmen
- Abstract
Web 2.0 represents audiovisual success. Online video consumption is rising in a tendency that is expected to continue in the short and medium term. Mobile devices have increased that consumption. The brands can use videos to create communities, generate affection, inform, explain, show their products or services, and capture customers. This study assessed the main content in YouTube videos of Spanish brands that were included in the 2015 Interbrand ranking. The literature review allowed generating a proposal for content classification that was tested and updated by the present study. We assessed 900 videos posted by 30 Spanish brands which belonged to different business sectors. It was possible to detect patterns of audiovisual production according to the sectors and observe the birth of a new type of content: the "branded factual", a term proposed to refer to those true stories told by their protagonists and produced by the brands. The two main strategies applied to videos were marketing and public relations according to the sectors. In addition, we concluded there was a tendency to hybridise the two strategies, a fact that should be further assessed.
- Publication
Communication & Society, 2017, Vol 30, Issue 1, p17
- ISSN
2386-7876
- Publication type
Academic Journal
- DOI
10.15581/003.30.1.17-38