Video Marketing - Session 5

• Research on YouTube or Vimeo - a video on video marketing

The most important point of this video is to understand what the purpose of video marketing is today. Instagram, Youtube, or other video distribution channels are essential players in business marketing. The purpose of these videos is to attract their customers and potential customers who may be attracted more by a video that will touch them rather than a press article for example. All for the purpose of creating to attract and convert the potential customer into a customer who will consume what the company sells. It also allows you to create a feed on your website and therefore at the same time have a better reputation on different search sites (Google, Yahoo etc.)

• Find a hotel or business that is actively using video as a part of their digital landscape

• Is it entertaining, engaging - how can your measure their effectiveness?

The video here is pretty fun, and plays with the codes of potential young clientele. They use all the codes that young people use today such as GIFs, SMS language etc. This video is engaging because it also allows potential customers to project themselves in this establishment, to feel concerned and to say to themselves that it is a place for us and / or our friends.

One can notice the effectiveness of this video by its number of seen, 11K for this one, which shows for a first establishment of this mark a very good popularity. Moreover, the videos made by the hotels on Youtube are rarely seen more than 5K times, so for this one it is very good. You should know that JO & JOE belongs to AccorHotels but that their strategy is to create the new youth hostel. Their videos are very well produced and targeted as needed.

• How does their video effort fit into their social media efforts?
• Example - are they using snippets in Facebook, Twitter or other 

JO & JOE also uses videos on different distribution channels like Facebook, Instagram (stories and publications) and Youtube as I mentioned earlier.

They post videos on their social networks in different ways. On Facebook, you will find videos rather short and quite funny (I advise you to go watch them). On Instagram, you'll find stories about the hotel's daily activities and the lives of guests at the hotel. Finally on Youtube the videos are more promotional, "Who are we?", "Come live the experience".

The video is therefore used on all social networks but in a different way with different client targets. Each of the videos is for the purpose of attracting potential customers. They play a lot on the duration of the videos, story of a few seconds on Instagram, 30 seconds on Facebook or 3 minutes on Youtube which is dedicated to the video. All social networks are therefore intelligently used according to the need to promote society and to whom it wants to "talk" and attract.

• Which hotel brands are using video effectively?
• Are the videos professionally produced or more 'social'?

I find that the Moxy brand that is part of the Marriott group uses the videos very well. Their videos are effective because they are targeted, they show what we can do in their hotels and open a field of freedom to customers who are very big. Their videos are produced, I think, professionally because the videos are very well produced and very good image and sound quality.
But, these videos have a social purpose since they have the purpose of attracting potential customers within hotels and bringing customers together, put them together to share a moment.

• Research - find an event that incorporates video, as a distribution method
• Pre-event
• During event
• Post event
• What other social media supports the video marketing?

The Coachella event is a musical event that takes place in Los Angeles every year and uses video a lot in their promotion on all social networks like Youtube, Facebook or Instagram. 

To launch their event, they often publish teasers with the artists who will be part of the event, which provides an overview of the event and the artists we will see if we go to that event.

During the event, Coachella offers live videos to bring the concerts and the festival atmosphere to all those who cannot attend.

Finally, they always make a video thanking all the participants by posting a video that shows the best moments of the festival in its entirety and to make them want to come back next year to the new edition. 

With a presence on all social networks in video and especially live, the event Coachella uses video in all its means and even with the VR for an even more exciting experience for consumers who can see the festival in a new way.