The Medium Is The Message In Social Video Marketing – MediaPost Communications
Every year, Oxford Dictionary chooses a word or expression to reflect the mood and general interests of society. In 2015, a pictogram was chosen for the first time, the face with tears of joy emoji.
This past year, however, was not as lighthearted and the phrase post-truth was chosen, representing 2016 as the year in which objective facts were profoundly less influential in shaping public opinion than appeals to emotion and personal beliefs. What theyre really referring to is society questioning the definition of news and how to assess its credibility, or lack thereof, and it has broader implications. The way we interact as individuals and with businesses has changed.
As marketers, we have an opportunity to answer the call for trust, authenticity and emotionality. We have the chance to make 2017 the year of consumer confidence with marketing by using a voice that is socially contextualized and emotionally compelling.
In order to gain the credence of a wary audience, we have to stop selling and start communicating. Advertisements have become invisible to most and for those who still see them, skepticism has replaced intrigue. Legacy corporations are being exiled as millennials use digital media to build brands and increase sales using a familiar voice and rallying the support of their generation who holds the largest buying power and consumer voice of any age group, ever.
Millennials are ahead of the curve in this area because they can be. While big brands and legacy corporations are hamstrung by stringent brand standards and a legacy perspective on the tenure and tone of marketing, millennials are prioritizing the notion that people buy from people. By successfully using social content to introduce brands and create authentic stories, fostering emotional connection and personal touches through video, they are creating richer engagement, earning trust through transparency and driving sales.
In addition to engaging with people in a familiar manner, creating social conversation requires speaking to people where they live across a highly fragmented video landscape. In a way, social video marketing is a form of door-to-door sales that requires reach across a breadth of distribution points and a frequency that keeps the conversation flowing.
To be an effective social video marketer, one needs a virtual river of emotionally relevant content with unprecedented levels of consistency, customization and velocity. A central challenge that companies of all sizes face is that the unit economics of manually creating video severely impede scale and ROI. Manuel video production inherently lacks the economy of scale the market requires and is gating our needs as marketers.
However, just as big data and conversational artificial intelligence have become bionic tools for the marketer to find and segment target audiences, a new breed of experiential artificial intelligence is helping extend human creativity to speak to those audiences through video. The deployment of artificial intelligence can and is redefining the economics of video creation, making social video marketing attainable in terms of time and money.
Through the use of this technology, marketers can quickly create an endless stream of professional grade videos, which allows them to authentically address consumers as people rather than audiences. There will always be a need for master storytellers and expert video production in entertainment and marketing, but experiential AI is allowing us to extend our creative capacity and create video with production value and, more importantly, the social and emotional credibility that people expect.
Instead of ignoring the notion of crowd-sourced truth and continuing to deplete consumer trust, the newfound voice of social video will help us move past the white noise of traditional marketing and back to the future of door-to-door personal engagement. In 1964, Marshall McLuhan prophetically coined the phrase The medium is the message, referring to the notion that the medium itself shaped and controlled "the scale and form of human association and action. Social video marketing is not a strategy, its not a tactic, its the message, the medium and the new base for the marketing industry as a whole.
Read more from the original source:
The Medium Is The Message In Social Video Marketing - MediaPost Communications
- The viral Essex businesses finding fans on TikTok and Instagram - BBC - October 21st, 2025 [October 21st, 2025]
- I've built a seven-figure business through content creation, here's how you can make millions online too - Daily Mail - October 19th, 2025 [October 19th, 2025]
- 'Touch grass': Social media reshaped elections, but is it still the tool it once was? | CBC News - CBC - October 19th, 2025 [October 19th, 2025]
- Social media ads now the top brand discovery channel for 16-34-year-olds - Performance Marketing World - October 19th, 2025 [October 19th, 2025]
- Lysol taps Snooki for social campaign promoting the StinkCheck - Marketing Dive - October 17th, 2025 [October 17th, 2025]
- Exploring the relationship between after-hours work-related social media use and teacher job burnout - Nature - October 17th, 2025 [October 17th, 2025]
- EU MEPs agree on recommendation for Europe to 'make full use of its powers' to ban loot boxes for minors and social media for those under 16 - PC... - October 17th, 2025 [October 17th, 2025]
- Snapchat Shares Insight into Evolving Beauty Shopping Trends - Social Media Today - October 17th, 2025 [October 17th, 2025]
- Social Media Automation Tool Market Projected to Achieve USD - openPR.com - October 17th, 2025 [October 17th, 2025]
- Why Target is embracing social-first marketing for its Woolrich collab - Marketing Dive - October 15th, 2025 [October 15th, 2025]
- Pushback on governments social media ban with two months to go - AFR - October 15th, 2025 [October 15th, 2025]
- MIA explores the future of independent distribution and the role of festivals, platforms and social media - Cineuropa - October 15th, 2025 [October 15th, 2025]
- Creators Are Drawing Big Crowds With IRL Events [Infographic] - Social Media Today - October 13th, 2025 [October 13th, 2025]
- Navigating the Crypto Storm: Internal Risks and Social Media's Role - OneSafe - October 13th, 2025 [October 13th, 2025]
- 4chan unlikely to be included in Australias under-16s social media ban, eSafety commissioner says - The Guardian - October 11th, 2025 [October 11th, 2025]
- Social media is changing live events: Heres what the numbers say - Marketing Dive - October 11th, 2025 [October 11th, 2025]
- UK universities offered to monitor students social media for arms firms, emails show - The Guardian - October 11th, 2025 [October 11th, 2025]
- This small business made $1 million in a year with marketing and social media - Business Insider - October 9th, 2025 [October 9th, 2025]
- Californias AI Transparency Act (CAITA) May be Amended to Regulate Social Media Platforms - Crowell & Moring LLP - October 9th, 2025 [October 9th, 2025]
- A social media reminder to be cautious about sharing online - University of Nebraska Medical Center - October 9th, 2025 [October 9th, 2025]
- Google Expands Virtual Try On to Footwear - Social Media Today - October 9th, 2025 [October 9th, 2025]
- Social club The Nanson nabs ex-Hagen-Dazs Asia marketing head as CEO - Marketing-Interactive - October 9th, 2025 [October 9th, 2025]
- TikTok Announces Improvements to Its AI-Powered Smart+ Ad Campaigns - Social Media Today - October 9th, 2025 [October 9th, 2025]
- 100PLUS hands creative and social media remit to its media AOR - Marketing-Interactive - October 7th, 2025 [October 7th, 2025]
- Social Media Marketing Conference to Take Place on 16 October in Stellenbosch - Media Update - October 7th, 2025 [October 7th, 2025]
- The synthetic scroll has arrived with Meta's Vibes and OpenAI's Sora marketers are watching nervously - Digiday - October 7th, 2025 [October 7th, 2025]
- Snapchat Highlights the Opportunities of Sponsored Snaps - Social Media Today - October 7th, 2025 [October 7th, 2025]
- Inside CeraVes social-first partnership with the NBA - Marketing Dive - October 7th, 2025 [October 7th, 2025]
- Chef and entrepreneur Gemma Ogston on shrooms, social media and why adaptogens arent a trend - The Independent - October 7th, 2025 [October 7th, 2025]
- Meta Outlines Expanding AI Ad Tools, Including Chatbots for Websites - Social Media Today - October 4th, 2025 [October 4th, 2025]
- OpenAI wants to build a social-media business. Can its Sora app take on Meta and Google? - MarketWatch - October 2nd, 2025 [October 2nd, 2025]
- Need a Social Media Influencer for Your Brand? Theres an AI for That - Inc.com - October 2nd, 2025 [October 2nd, 2025]
- Xena and the future of social media: Finding growth in a saturated market - London Business News - September 30th, 2025 [September 30th, 2025]
- Snapchat Shares Data on the Effectiveness of its First Impression Ads - Social Media Today - September 30th, 2025 [September 30th, 2025]
- UN Security Council Vote and Its Impact on Irans Tether Market - WANA News Agency - September 28th, 2025 [September 28th, 2025]
- The Best Times To Post On Social Media In 2025 - Startups.co.uk - September 28th, 2025 [September 28th, 2025]
- Murad and Ricoh appoint social media agency, Thermos MY names brand and digital agency - Marketing-Interactive - September 28th, 2025 [September 28th, 2025]
- Countries Consider A.I.s Dangers and Benefits at U.N. - The New York Times - September 25th, 2025 [September 25th, 2025]
- Spending on AI Is at Epic Levels. Will It Ever Pay Off? - The Wall Street Journal - September 25th, 2025 [September 25th, 2025]
- Do You Use A.I. Chatbots for Health Advice? - The New York Times - September 25th, 2025 [September 25th, 2025]
- Practical Social Media Marketing Strategies for Wineries and Cideries Cool Climate Oenology and Viticulture Institute - Brock University - September 25th, 2025 [September 25th, 2025]
- Global ad spend to rise faster than expected amid digital boom: WARC - Marketing Dive - September 25th, 2025 [September 25th, 2025]
- Diamonds and drones: Pakistan tax unit scans social media for evasion - Reuters - September 25th, 2025 [September 25th, 2025]
- Ninth Circuit Upholds Addictive Social Media Feed Ban and Default Privacy Settings for Minors in Californias Protecting Our Kids from Social Media... - September 25th, 2025 [September 25th, 2025]
- China launches campaign to keep killjoys off the internet - BBC - September 25th, 2025 [September 25th, 2025]
- 38-Year Mining Veteran and Northern Miner's Person of the Year Joins Apollo Silver's Board - Stock Titan - September 25th, 2025 [September 25th, 2025]
- The Social Lights Transforms Agency Structure with Intelligence Focus - Marketing Communication News - September 25th, 2025 [September 25th, 2025]
- From inspiration to itineraries: Social search trends for China, Vietnam and Japan - webintravel.com - September 25th, 2025 [September 25th, 2025]
- Global ad spend upgraded to $1.17 trn in 2025 as social media platforms drive growth - Storyboard18 - September 25th, 2025 [September 25th, 2025]
- Not just 'big fish': eSafety reveals new platforms may be forced to ban teens - Australian Broadcasting Corporation - September 25th, 2025 [September 25th, 2025]
- 'Death by bullying': NSW mum wins standing ovation for speech at UN event - Australian Broadcasting Corporation - September 25th, 2025 [September 25th, 2025]
- The must-have social media tool for multi-location brands in 2026 - Search Engine Land - September 23rd, 2025 [September 23rd, 2025]
- Why 84% of Gen Z Are Trying Social Media Food Trends: And What That Means for Restaurant Marketing - fb101.com - September 23rd, 2025 [September 23rd, 2025]
- How Aldi revamped its social media strategy and why its working - Marketing Dive - September 23rd, 2025 [September 23rd, 2025]
- Influencer marketing in 2030how generative AI and creator entrepreneurship will redefine the industry - Ad Age - September 23rd, 2025 [September 23rd, 2025]
- Social Media Outlets Lose Bid to Exclude Expert Testimony on Harmful Impact - MarketScreener - September 23rd, 2025 [September 23rd, 2025]
- Prof Lilik Noor Yuliati: Nudging and Social Media Effectively Encourage Sustainable Consumption Behavior Among Gen Z - IPB University - September 23rd, 2025 [September 23rd, 2025]
- Opinion: Christianity is having a resurgence on social media - but what's driving it? - The Journal - September 23rd, 2025 [September 23rd, 2025]
- After years of trashing tech, Murdochs consider buying into TikTok USA - AFR - September 23rd, 2025 [September 23rd, 2025]
- Why Australia decided to move first and fast on social media ban - AFR - September 23rd, 2025 [September 23rd, 2025]
- Unilever's Social-First Marketing Is Fueled by AI, Real-Time Data - Consumer Goods Technology - September 19th, 2025 [September 19th, 2025]
- Strome College of Business to Host Social Media Hackathon Oct. 17-18 - Old Dominion University - September 19th, 2025 [September 19th, 2025]
- Influencers are expanding far beyond their social media channelsand brands are both a tool and a benefactor - Marketing Brew - September 19th, 2025 [September 19th, 2025]
- How Aldi revamped its social media strategy and why its working - Grocery Dive - September 19th, 2025 [September 19th, 2025]
- Reddit Is Becoming a Key Consideration for Marketers - Social Media Today - September 19th, 2025 [September 19th, 2025]
- Viral violent videos on social media are skewing young peoples sense of the world - UNSW Sydney - September 19th, 2025 [September 19th, 2025]
- Social Business Intelligence Market Anticipated to Hit USD 65.2 Billion by 2032 - openPR.com - September 19th, 2025 [September 19th, 2025]
- Robinhood Is Getting Into the Social Media Game. Should You Buy HOOD Stock Here? - Yahoo Finance - September 17th, 2025 [September 17th, 2025]
- Hold Tight expands marketing team with new social media management division - MusicWeek.com - September 17th, 2025 [September 17th, 2025]
- LinkedIn Expands Access to Company Page Verification - Social Media Today - September 17th, 2025 [September 17th, 2025]
- The government has outsourced the social media age problem to the platforms - unmade.media - September 17th, 2025 [September 17th, 2025]
- Meta Expands WhatsApp Status Ad Options - Social Media Today - September 17th, 2025 [September 17th, 2025]
- Videos of Charlie Kirks Shooting Spread Rapidly on Social Media - The New York Times - September 15th, 2025 [September 15th, 2025]
- TSE leads FEAS working group on social media oversight - Tehran Times - September 15th, 2025 [September 15th, 2025]
- Meta Introduces New Brand Tools for Its Social Media Platforms - ADWEEK - September 13th, 2025 [September 13th, 2025]
- Charlie Kirks social media accounts have gained millions of followers since his murder - CNN - September 13th, 2025 [September 13th, 2025]
- Iowa school board to vote whether to fire teacher who posted after Charlie Kirk's death - The Des Moines Register - September 13th, 2025 [September 13th, 2025]
- Meta Announces New Reels and Threads Ad Options - Social Media Today - September 13th, 2025 [September 13th, 2025]
- How Charlie Kirk changed conservative media and American politics - CNN - September 13th, 2025 [September 13th, 2025]
- Mary Kay combats brand myths with social media series targeting Gen Z - Marketing Dive - September 11th, 2025 [September 11th, 2025]