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What is a Video Marketing Platform?

October 26th, 2017

With 82% of marketers planning to increase their video marketing spend in 2018 according to our State of Video Marketing 2017 Report, video marketing has quickly become one of the most important aspects of digital marketing. And video marketing platforms bring video into the tech stack, allowing marketers to manage, analyze, and optimize their video campaigns.

Why a Video Marketing Platform?

Visual communication is a core characteristic of the traditional marketplace, and video has become a means of reestablishing a truly human marketing experience. Today, video is everywhere, featured on all platforms, and used by marketers across the entire funnel. Video marketing platforms allow brands to distribute videos from a single platform, generate leads, improve inbound marketing efforts, integrate with existing automation software, and properly measure results of all their content and video marketing campaigns.

The Evolution of Video Marketing

Just like with the evolution of email, inbound, or social, video marketing has reached a point where it’s necessary for marketers to properly measure their results. Video has moved beyond views and impressions to who, when, and where a user is viewing video content. Video marketing platforms allow marketers to track all of this activity inside of their existing tech stack, making it easier to report and prove ROI.

By hosting video on a website (where you ultimately want a user, instead of say, YouTube or Facebook) marketers can create a user experience and tailor the content viewed. Just like a landing page or lead capture campaign, video marketing platforms let marketers see detailed viewing activity. They also enable marketers to improve lead generation through collectors or gates on their videos, all while syncing this data to HubSpot, Marketo, Eloqua, Pardot, and more. Marketers can use this data to lead score and build workflows around video viewing activities.

By 2019, it’s estimated that 80% of all internet traffic will come from video, making it more necessary than ever for marketers to harness this power of video, to properly track how it’s performing, and test based on these results.

Video marketing platforms have also evolved how marketers create inbound landing pages for their video content and live video. In our State of Online Video 2017, we found that users watch an average of 3 minutes and 56 seconds on owned website videos, compared to an average of: 20 seconds on Facebook and: 58 seconds on YouTube. With TwentyThree, marketers get a set of tools to easily set up these native inbound landing pages, that ultimately improve lead gen and engagement for brands:

Video marketing platforms have also evolved how marketers create inbound landing pages

Video Marketing Channels, Distribution, & Analytics

Video marketing platforms also allow marketers to natively distribute video content to channels like Facebook, YouTube, and Twitter, because these channels still matter greatly for top-of-the-funnel campaigns. With a few clicks, marketers can trim clips for each channel and share them across each channel:

TwentyThree Video Marketing Channels, Distribution

This makes it seamless for marketers to manage all of their video content in place, running video everywhere that can impact campaigns.

Additionally, with the native website videos, marketers can see all of their analytics in one place -  for all video channels -  making it easier to report on success:

analytics in one place -  for all video channels

Just like the evolution of other marketing verticals, video marketing is being changed by video marketing platforms. These platforms allow for insight never before seen and let companies gain valuable insight into how videos campaigns are
actually performing. While it’s important to continue sharing video to aforementioned channels like YouTube and Facebook, going beyond views will change the way a marketer executes on their video marketing strategy.

Want to learn more about TwentyThree - The Video Marketing Platform? Get a free trial here.