As marketing campaigns attempt to reach new audiences, companies are turning to new media channels - such as online video. The success of YouTube has made the video medium more accessible, with many people choosing YouTube over traditional television. Consumers now have the power to watch “WHAT they want - WHEN they want!”

But how are corporate brands using online video to infiltrate new audiences?

1. Adding Video to Corporate Websites - Companies are turning to instructional video, commercials and pure entertainment video to hold consumer interest. Most people will dedicate 3 minutes to a video as long as it is entertaining. The marketing message is then added to the end of the video footage.
2. Holding a Video Contest - Much like to rise of reality TV, brands are encouraging users to submit their own video and create a buzz about a contest. This buzz will grow and drive traffic to their website and their brand.
3. Emailing Video Content Directly to Key Users - Some companies are also trying to create a synthetic buzz, by pushing their videos out to people that use the online video medium regularly. If the content is entertaining it will grow in popularity, but this approach is much harder to implement as internet savvy users will quickly see past hidden marketing tactics.

By surfing the web, you can find many companies that have already embraced video to promote their products and/or services. With the cost of online video production decreasing, I am sure that we will see this medium integrated into more websites.