ReelPop Q&A is a weekly query and answer series created possible by Poptent. Each week we will select to answer one particular query from a reader relating to finest practices and tactics for online video marketing and advertising. If you would like us to answer your question for an upcoming post, please click here or comment below.
Today’s reader question is:
What are the differences in between earned, owned and paid media and how do they work together in a video marketing campaign?
Answer: Earned, Owned & Paid Media Views Defined
This is the crucial query behind what most individuals refer to as viral videos. A lot of brands are below the frequently mistaken impression that they can take their branded content material, post it to their social media properties (YouTube channels, Facebook pages, Twitter, Pinterest boards, and so on.), cross their fingers, and wait for their videos to go viral. Not only are the odds greater that Facebook and Google will hold hands and sing Kumbaya, but usually speaking, this is not the way video marketing works.
Owned Media Views:
So let’s break it down. The video views your content receives when you post it to your brand’s social media properties are what is referred to as owned views. As the name suggests, these are the views that you personal by the nature of them happening organically on your personal properties.
Earned Media Views:
In contrast to owned views are what is referred to as earned views. Earned views are the Holy Grail of views. These are the views that come about because of social sharing. In essence, an individual that you presumably share either some relationship with or some mutual interests is telling you to watch this video. Videos that are shared are three instances much more likely to be watched and are watched 3 occasions longer than a video that a user finds himself. They also have higher levels of brand lift and are a lot much more likely to be shared again.
Sadly, even the most “social” of brands rarely have enough eyeballs to encourage sufficient social sharing to achieve any meaningful ROI. Video production isn’t cheap. Particularly when done well.
Paid Video Views
Enter the paid view. Paid views are, in essence, on the internet video advertising. These include pre-roll, wealthy media banner advertisements and native placements. The most successful of these to encourage social sharing are native placements. Native placements are integrated into the user expertise, are non-interruptive, are contextually relevant, and are based on user-initiated views. These are paid placements next to contextually relevant content material that is normally in the form of thumbnails served up to the user as added content that they may be interested in. These are normally priced on a CPV (cost per view) basis and offer larger engagement rates, higher completion rates and typically have social sharing functionality built in.
Paid & Earned Perform With each other for Successful Video Campaigns
Not all views are developed equal. The most powerful video marketing campaigns will use paid views to drive social sharing and earned views in order to generate ROI. The far more spent in paid views, the much more opportunity to garner earned views and larger levels of engagement. Don’t forget, you can’t share what you didn’t see.