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“Leverage the Power of Video” – says Randi Zuckerberg – (former) Facebook Marketing Director

“Leverage the Power of Video” is a statement that  Zuckerberg has been making for the last couple of years, most recently, here in New Zealand at the Social Media Breakfast hosted by Air New Zealand where she was the guest speaker to a 900 strong crowd.

The increasing use social media as a successful brand builder for all types of businesses  is undeniable and Zuckerberg has been urging companies to now harness online video as a part of this trend.  She believes video is another critical pathway for companies to really connect with and grow their communities.  I believe Zuckerberg is completely right, and she walks her talk.  Followingher own advice she nhas poured her entrepreneurial energies into her new company R to Z Studios where online video is a core focus.

The future for marketing or more particularly the way we communicate to customers is making a full circle back to a more personal & social style. Modern communities globally are shifting away from the Donald Trump mantra “It’s not personal it’s business” to a far more personal approach to business.  With over 500 million people worldwide signed up to Facebook not only is business becoming more inseparable from personal it is becoming formally ‘social’.  In fact social is the ‘word of mouth’ of the modern economy. Forbes Magazine says this well with articles outlining why:  “It’s Time Brands starting acting more like people”.

This is just where online video comes in – what better way to show the true personality of a brand or company than sharing regular high quality online video content?

It seems to me that New Zealand businesses (especially the SME’s who make up over 90% of NZ businesses) are very well positioned to do just as Zuckerberg, Forbes Magazine and many others suggest, to use social tools and online video as part of integrated marketing plan that deliver results.

There is an abundance of evidence on the net supporting the effectiveness and high engagement levels of video, so the only question is what are the reasons holding New Zealand businesses of all sizes back from harnessing this powerful and personable tool?

A recent BizReport article provides research data “that about 70% of people are engaging with video content outside traditional television sets” And the Web Video Marketing Council notes that even just video ads on YouTube drive a 20% increase in traffic to a businesses website.

Producing high quality online video content is more affordable now than ever. With the demise of traditional directories like the YELLOW Pages, business can now spend their advertising dollar in online strategies like video for great results.


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