Walmart’s Successful Holiday Campaign and Best Practices for Video Marketing

comparisonWalmart has recently stacked 39 Million views with Videos during Thanksgiving, Black Friday and Cyber Monday. The video success for Walmart points towards effective video media buying with a content strategy that built on the video formats that are available linking it to relevant video content and social media sharing. Walmart has gone with advertising mix that is largely Video of different lengths which implies Video buying and Content Type is the key factor accounting for the “39 Million Views”.

Walmart has over 25000 subscribers for the Holiday Hub launched one month ago which gives you the best deals through the holiday season. This is important for Branding while Savings Catcher brings you the best deals.

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According to a study published by Pixability, “Black Friday/Cyber Monday YouTube Review” the engagement strategy followed by Walmart has components that engaged audiences beyond online conversions within a context with successful social media sharing  bringing in new subscribers.

Key Reasons For Walmart’s Success

Walmart stacked a total of 39 Million Views from Nov 19- Dec 2, 3 times more views than the nearest competitor and 13,000 Facebook shares and 11,000 new subscribers.

The Content strategy followed was mostly Walmart Centric with How-to videos, gift buying advice coupled with in-depth product discussions and demos.

Media distribution was the versatile video units available on YouTube with varied lengths, Social Media and Flyouts to customers and Target Audience to successfully reach the Target Audience. In addition to Video Ads Walmart successfully used Banners for increasing Subscriptions and effectively pushed subscribe button.

Long Format Ads used by Walmart capitalized on Pay per view pricing and effectively linked to Walmart.com

Effective use of Flyouts directing traffic to Walmart.com

Rich metadata with links to brand’s home page.

 

Programmatic Video Buying  can help Brands optimize the Video Advertising and increase the Video views in the most cost-effective manner.

According to Pixability, the ways in which brands could optimize the Video Ad Buying with their Programmatic software:

  1. Use Keyword Analysis Tool to improve the search results by identifying the highest impact keywords.
  2. Test campaigns within a simulated software to understand which campaigns performs better.

  3. Use Predictive Analytics to determine the campaigns and the video ad mix that is likely to perform better.

  4. Use Pre-determined Workflows to increase efficiency and efficacy of campaigns.

Guide for Advertising on YouTube

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Best Practices for YouTube Marketing Success From Top 100 Global Brands Study
Be a well-oiled, consistent, video content machine. The most successful brands have 50 percent more videos per channel compared to the least successful ones. The best-performing brands publish high volumes of content on a regular schedule. Top aggregate brands publish approximately 78 videos per month. Leading media brands produce even more: close to 500 videos per month.

Take video optimization and YouTube channel architecture seriously YouTube is the 2nd largest search engine, so discoverability is key.YouTube SEO follows very different rules than traditional SEO. Within traditional SEO—Google prioritizes web pages with YouTube video embeds.
The best performing 25 percent of Top 100 Global Brands took more care in optimizing their videos and channels, maintaining twice the number of playlists and video tags than the bottom 25 percent.

Don’t get caught in the overproduction trap; lesser quality video works well, too The best YouTube marketers produce a broader range of video content.Videos do not need to be prime-time quality because those with lower production value can be just as effective.

 

Apply an “Always On” strategy to video marketing The most successful brand marketers on YouTube integrate their online video   strategies with their traditional, offline marketing strategies. Successful video marketers don’t hesitate to produce video series for very limited, but highly engaged audiences, such as event participants.  Continued advertising results in sustainable channel growth and subscribers.

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Apply branding consistently, intelligently and methodically The top performers consistently brand their videos in both the video content itself as well as in metadata, which includes titles, tags, and descriptions.
An appropriate level of branding within videos is essential because successful YouTube videos are often used outside of the context of a branded YouTube channel, such as website embedding. Over-branding may limit sharing within independent communities of interest

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Adding more content is more important than adding more channels 37 percent of all channels have not been updated with fresh content for over 120 days. Successful marketers have YouTube channels that clearly focus on specific target audiences.

 Engage your community with social media
Facebook and Twitter are among the most important sources of traffic on YouTube within the Top 100 Global Brands. Users frequently share videos on social networks, and video content is attractive for sharing.  The top 25 percent of brands had significantly higher social sharing of video than the bottom 25 percent.Viewer sentiment is starting to show distinct trends by industry. Home and luxury segments have the highest sentiment, while financial services and consumer goods
have the lowest.

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While planning your Christmas Campaigns, remember Unboxing Videos is a Growing Trend

Unboxing video views have grown 57 percent over the past year, and uploads have grown more than 50 percent.  And the unboxing videos have more than a billion views in this year alone.

 

Source: Pixability, YouTube Insights

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