The Better Social Business BlogSocial media & marketing technology storytelling by Mayra Ruiz-McPherson
On 29, Dec 2011
According to a December 29, 2011 post on Mashable about social video in 2012, organizations will seek to further immerse their social outreach via video in the coming year. The need for brands to create and distribute original video content online will continue and heighten in 2012. As this need increase, the belief is that the social video content creation and distribution effort will give rise to the need for a very specific “social video budget” distinctly separate from the digital marketing budget allocated for online marketing and communications.
Typically, social video advertising campaigns are or have been often lumped in with overarching digital advertising budgets that also include pre-roll or display advertising buys. As we enter the new year, the idea behind this social video-specific budget as a separate spend from the main marketing dollars will come to rise. The evolution of what the blog post states were once largely experimental (online video) programs will mature and become distinct programs with specific viewership and earned media goals. This maturity is what what Chris Schreiber, the posts author, believes will fuel the need for social video budgets in the future.
This is an interesting development in marketing budgets as a whole and I will be very curious how this rising trend will further progress in 2012.
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