A Comprehensive Report on Business Digital Media: Facebook and YouTube

This report provides an in-depth analysis of video marketing strategies on Facebook and YouTube. It examines the importance of video marketing, highlighting its ability to reach target audiences globally and its effectiveness in converting potential consumers into loyal customers. The report explores consumer behavior in relation to video marketing, emphasizing the increasing consumption of online videos and the role of platforms like Facebook and YouTube in facilitating this trend. It also details the benefits of video marketing, including its ability to engage viewers, build brand awareness, and generate leads. The report concludes that video marketing is a powerful tool for businesses to achieve their marketing goals, offering a high return on investment and fostering trust among consumers. The study also includes references to support the arguments and findings.

Running Head: BUSINESS DIGITAL MEDIA: FACEBOOK AND YOUTUBE
Business Digital Media: Facebook and YouTube
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1BUSINESS DIGITAL MEDIA: FACEBOOK AND YOUTUBE
Executive Summary
The study mainly focus on the video marketing through different platform such as Facebook and
YouTube. The study will give clear idea importance, benefits of digital media and who are
consumers who consume such video which ultimately increase the earning of the organization in
the long-run. Lastly, the study concludes the usage and benefits of the video marketing in to
promote the product in the market. It also provide authenticity to the product. It can be said that in
the near future the scope of video marketing as a marketing tool is quite high.

2BUSINESS DIGITAL MEDIA: FACEBOOK AND YOUTUBE
Table of Contents
Introduction..........................................................................................................................................3
Discussion............................................................................................................................................3
Importance of Video Marketing......................................................................................................3
Consumers of Video Marketing.......................................................................................................4
Benefits of Video Marketing...........................................................................................................4
Conclusion...........................................................................................................................................6
References............................................................................................................................................7

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Introduction
According to Fowdar and Fowdar (2013), the main focus of visual marketing depends on
the images and uniqueness of the image. The visual marketing enhances the brand image and make
the people aware of the product or services provided by the business firm. In a research it has been
noted that the consumer retain only 20% of the information what they usually read but in case of a
visuals they can retain up to 80% of the information which is pushed in their way. The number of
days of retaining an information is much higher in visual marketing. So, there is growth in the
marketing structure of Facebook as well as YouTube in the market today as most of the consumers
are on Facebook and they also know how to surf YouTube (Fedorov, 2014).
Discussion
Importance of Video Marketing
Video marketing is treated to be new marketing techniques as it helps to reach the target
audience in a less time possible and across the globe at the same time. Marketers are aware of the
fact that video marketing has some effective and long retaining capabilities (Tiago & Veríssimo,
2014). The importance of video marketing are:
 Video marketing helps in the conversion of potential consumer into a loyal one by 80%.
This is because the video of a particular product or service is more likely to be treated as
relevant to the product which boosts the consumer engagement.
 The video build trust towards the product or service which is provided by the
organization. Consumer are more likely to trust the video of the product than the
description written as it displays the features in the moving image (Nelson-Field, Riebe
& Newstead, 2013).
 Video marketing provides good return on investment in the long-run. In recent times,
each and every person use smartphone and have access to the internet so people are

4BUSINESS DIGITAL MEDIA: FACEBOOK AND YOUTUBE
more into online videos. The quality of the video does not matter really as the visual
marketing automatically attract the consumers which increase the sale of the product
and organization get to earn more profit.
 Video engages even those buyers who are lazy as the video can be reached to the
consumer with the help of the smartphone. So, the organization can target almost each
and every individuals as their consumer which increase the success of the product or
service in the market (Nelson-Field, Riebe & Newstead, 2013).
Consumers of Video Marketing
The consumer of video or visual marketing is increasing gradually with every passing days
as the user of smartphones are increasing drastically. The marketer are aware of the fact that video
are being consumed regularly by the people so they are target each consumer who have access to
the internet as well as smartphones (Wearegrow, 2019). This increase the sale figure of the
organization and with the introduction of social media like Facebook it has become easier to target
the audience. The video is also target the business executive so it also encourages the B2B along
with B2C marketing.
Benefits of Video Marketing
The video marketing helps the organization to attract consumers and also to earn large
amount of profit. There are certain benefits which can be looked into as a parameter and they are as
follows:
 The video marketing engage the viewers which create a strong bonding with them. The
videos are more appealing than a simple text. As the video engages more sense so there
is high chance of retention of the message conveyed (Business.qld.gov.au, 2019).
 There is a large audience base in the video marketing as consumers from the age group
of 18 – 34 years of age are likely to watch more videos compared to the aged ones.

5BUSINESS DIGITAL MEDIA: FACEBOOK AND YOUTUBE
Marketers mainly target the “follow the eyeballs” concept which automatically attract
the consumer demographically to a large number of audience (Fedorov, 2014).
 It helps to build a strong brand awareness of the product or service. The video make the
consumer aware of the product as well as provide knowledge about the product to the
consumers (Business.qld.gov.au, 2019).
 Sometimes how to use the product also attract the consumers towards the product or
service. Almost 60% of the sales is being recorded by this type of products. The review
of the product also helps to attract consumers (Wearegrow, 2019). This type of videos
are mainly viewed in YouTube videos where YouTuber are paid to do so.
 It helps to generate lead for the company as they can keep track of the number of users
viewed there videos. They can also generate lead according to the geographical location
and age group (Business.qld.gov.au, 2019).
 Marketers post their video in the popular platform such as YouTube or Facebook so that
there is a high chance of customer attention which will lead to the growth in the sales of
the product or service (Fedorov, 2014).
Conclusion
It can be noted from the study that the video marketing strategy helps the company to
achieve target as the information are transmitted at a shorter period of time across the globe. The
video marketing engages the audience which turn the potential consumers into the loyal ones. The
retention of the video marketing is much higher than that of the simple and plain text advertising.
So, it can be said that the video have greater impact over the consumers and helps to build trust
among them. This makes the product or service much more authentic in nature. The retention
power of the video lasts for days which is absent in the normal text advertisement so the video
marketing is much more effective and impactful upon the consumers.

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References
Business.qld.gov.au (2019). Benefits of Facebook for business: Business Queensland. [White
Paper] Retrieved 28 July 2019, from
https://www.business.qld.gov.au/running-business/marketing-sales/marketing-promotion/
online-marketing/facebook/benefits
Fedorov, P. (2014). Video Promotion and Advertising: YouTube Channels and Their Role in
Promotion of Education [Ebook]. South Karelia, Finland: Semanticscholar. Retrieved from
https://pdfs.semanticscholar.org/cbaf/1580ef15e0a77db7d9d6581a5a0365ae0d9c.pdf
Fowdar, R., & Fowdar, S. (2013). [Ebook]. Central Queensland, Australia: CMR Journal. Retrieved
from https://www.cmr-journal.org/article/view/9710/pdf
Nelson-Field, K., Riebe, E., & Newstead, K. (2013). The emotions that drive viral
video. Australasian Marketing Journal (AMJ), 21(4), 205-211.
Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014). Digital marketing and social media: Why
bother?. Business horizons, 57(6), 703-708.
Wearegrow (2019). 8 Massive Benefits of Using YouTube For Business. [White Paper] Retrieved
28 July 2019, from https://wearegrow.com/8-massive-benefits-of-using-youtube-for-
business/