Viral Video Marketing refers to online video marketing techniques that use pre-existing social media networks to produce increase in brand awareness or to achieve other marketing objectives such as product sales through video social media channels (such as YouTube and Vimeo).
Use of Videos Produced for Viral Marketing and Release (e.g. YouTube, Vimeo) by Industry
Source: MarketingProfs Fall 2009 Survey
Viral videos appear to be favored by the technologically sophisticated and those with video already on hand to use. Arts and entertainment and media publishing are obvious verticals for video use considering that they’re more likely than any other vertical to have a library of videos on hand.
| Arts and Entertainment | 27.00% |
| Biotechnology | 26.70% |
| Technology—Hardware, Software and Services | 25.70% |
| Media Publishing and Broadcasting | 25.40% |
| Consumer Goods | 21.40% |
| Advertising | 20.20% |
| Educational Services | 19.80% |
| Manufacturing | 19.20% |
| Food and Beverage | 18.90% |
| Real Estate, Rental and Leasing | 18.60% |
| Other | 18.60% |
| Health Care | 18.50% |
| Travel, Leisure and Hospitality | 18.10% |
| Government | 17.90% |
| Automotive | 17.50% |
| Professional Services | 16.20% |
| Marketing Services | 15.30% |
| Telecommunications | 12.70% |
| Retail | 9.60% |
| Banking and Financial Services | 8.60% |
| Pharmaceuticals | 7.80% |
| Insurance | 6.50% |
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