Why videos could play important role in social media marketing

While businesses may already have created group pages on Facebook or a regular micro-blog on Twitter, they may also wish to consider using video in order to promote themselves.

Henry Cowling, creative director of the Viral Factory, said this is because great content will always find its audience and "go viral" - which could see firms boosting their online traffic flow.

He added the vast selection of social media channels has simply served to increase the number of platforms by which content can reach its audience.

Mr Cowling went on to note viral is similar to mobile advertising in that the content is the vehicle engine, meaning if it is not successful the advertising message will never "get off the forecourt".

"While no particular social network is crucial to the success of a viral campaign, Twitter is the big hitter of the day and certainly shouldn't be neglected," he explained.

Mr Cowling's comments come after frontman of the band OK Go Damian Kulash Jr - in an article for the New York Times - attributed the success of his band to the popularity of its viral video Here It Goes Again, which he noted had acted like free advertising.

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