Category Archives: Blog

The Proof is in the Selling

If you are involved in marketing and sales at any level, then you know that the bottom line is all that matters. Are your content, ads, and letters driving traffic to your websites? Are people buying the goods and services you’re promoting? Are your sales increasing? Remember, at the end of the day, the reason you are selling online is to make more money.

Internet sales pitches have long been dominated by text ads and banners. But the science and statistics are proving that the future, and indeed the present, belong to video. It’s easy to understand why. When you watch a video, you instantly connect with the content, automatically assigning the people in the video a layer of credibility that is absent in print. Videos are more influential to consumers. According to Digital Sherpa, videos help increase your customers’ understanding of your product or service by 74%.

Video is a versatile way to present your product or service. You can film a testimonial explaining why you liked a product. But you can also demonstrate the product, review the product or create a memorable commercial. Video also invites you to be social, and be as creative as any movie producer. That is much harder to accomplish with text.

Still not convinced? Consider the following statistics:

  • A third of online time is spent watching videos, and YouTube is the second-largest search engine in the world
  • 50% of users watch business-related videos on YouTube at least once a week
  • 75% of consumers visit the video’s website after watching an online video

So how can you participate in this new video-driven economy? is a video commerce company offering huge benefits for people who want to make money in online affiliate marketing.

How It Works

It starts when an advertiser publishes a video. Then a affiliate, who is a member of, receives the video code from Modulates and makes it available on their websites and social media accounts. Consumers then watch the videos. Many viewers click-through to an advertiser website, where they purchase a product from the advertiser. The final step is Modulates paying the affiliate commissions on behalf of the advertiser.

The Best Video Recorder in the Business

Modulates provides a video recorder which can be embedded on any webpage as well as a record button that may be embedded in emails, social media posts and pages. With our flash uploader, your videos are uploaded at lighting speed. They are also played at optimum speed, regardless of the viewers’ location. You can even record from your smartphone and upload the video to our servers instantly.

Videos Which are Social Media Ready

Your videos will be distributed quickly and efficiently across multiple channels. Social media integration is in the body of the video, making it easy for videos to be uploaded to Twitter, Facebook, Pinterest right away. That means every video you post has the potential to go viral. With a unique referral code in each video, affiliates are incentivized to share your video ad on their social networks. Affiliates will earn commissions for video activity, including activity occurring through social platforms.

Branding and Calls-to-Action

Your videos will be branded. let’s you customize your videos with logos, links, and even scrolling text marquee. By enabling text on videos, you get an additional call-to-action, which gets attention and increases the click-through rate.

Click-to-Buy Button

You can directly monetize your videos by pointing consumers from the video to any webpage of your choice, where they can purchase the product or service. This patent-pending video commerce technology makes it possible for you to make direct sales through a button on Modulates HTML5 video Player.

Full Suite of Analytical Data

When you join you have access to a comprehensive dashboard where all your videos can be stored. You will be able to track the performance of your videos, measuring the level of engagement and success of each one. You can analyze the behavior of your viewing audience, so that you learn from every video interaction.

Become an Affiliate

If you want to make more money from your website, then consider signing up as a Modulates video affiliate for free. You will earn income from your website traffic by partnering with some of the most widely recognized brands in the world via video. You could be earning money from videos right now, so don’t waste another minute. Start earning today!

In Advertising Measurement, Facebook Emphasizes Viewed Impressions Rather Than Served Ads

SANTA MONICA, CA–(Marketwired – Mar 11, 2015) – Facebook has announced that advertisers should measure advertisement effectiveness not by ads served, but through the number of ads viewed. In the company’s blog post, Facebook said it already focuses on viewed advertisements and urged other businesses to adopt the same standard.

Online advertisers have long been guided by served impressions. This means that impressions are measured by the number of times an ad is served, not by whether the ad has actually been viewed. This format has been marked by inefficiency, as advertisers lack data on how effective their ads are at achieving views and conversions. Facebook, along with the Media Rating Council (MRC) and the Interactive Advertising Bureau (IAB), are teaming up to advocate for a new industry standard for online ads. Their metric counts an impression only when an ad enters the screen on a desktop browser or mobile app. If no part of the ad enters the screen, it is not counted as an impression, and the advertisers are not billed.

Nouriel Gino Yazdinian, the founder of video platform company, understands the importance of viewed impressions for advertisers. “On a gut level, advertisers know that advertisements don’t have any value if no one sees them. Yet for years, the web has only given them pricing based on the number of ads served. This creates a frustrating dynamic for brands, who need to know their ads are resulting in real value.” This dynamic is one of the reasons Yazdinian created, a video commerce platform that brings together advertisers, brands and publishers to create and promote video advertisements.

Like Facebook, Modulates has been an industry leader in providing maximum value to advertisers. Studies have proven that the future of internet advertising is video. Video increases click-throughs, leads and conversions. Forrester Research found that one minute of video is worth 1.8 million words. “This makes video advertisements the single most important online advertising a company should invest in,” said Yazdinian. “When it comes to video ads, the old adage about working smarter rather than harder applies.” Modulates’ technology allows advertisers to promote their products and services to more than 100,000 publishers and affiliates. Modulates also utilizes a suite of tools to analyze the how the videos perform, so advertisers can measure how their audience responds and which publishers are helping to drive traffic to their website. Modulates and Facebook both agree that technology should be geared toward providing their partners with the highest return on investment.

Pinterest Bans Affiliate Links

Pinterest has more than 80 million users. The social media bulletin board is so huge that almost 50 percent of American women use the site. This presents a nearly unprecedented opportunity for advertisers to reach a broad section of society. Pinterest is especially strong for gaining conversions, since the entire purpose of Pinterst is to save links to things that users like, i.e., things people want to buy.

Pinterest had two affiliate programs, Hello Society and Reward Style, which rewarded pinners who posted pins with affiliate links, where followers could click through the affiliate links and buy the product. This gave top participants in the affiliate programs great ability to earn extra income by affiliate marketing. However, Pinterest has now announced that it has ended both affiliate programs and banned all affiliate links. Although the marketers’ pins will still be visible, they will no longer link to third party sites where the products can be purchased. In other words, Pinterest has decided to destroy a key market for affiliate marketers.

Pinterest explained itself by claiming that it removed affiliate links to improve its users’ experience of the website, pointing to broken or irrelevant pins and links. However, Pinterest’s announcement came at the same time it has decided to go all-in on promoted posts. The company is allowing some brands to pay for promoted pins that will display everywhere. It is also upping its own moneytization efforts by creating a buy button which will let buyers purchase goods directly from a third party, with Pinterest of course getting a cut.

Increase Your Conversions With Video

This is yet another blow to income potential of affiliate marketers, who have already seen their earning potential diminished due to the declining returns from display ads and banners. So what’s a blogger or affiliate marketer to do? Join the video marketing revolution! Video Affiliate marketing can greatly increase your profits, outpacing what you were earning on Pinterest. This is how it works.

  1. Brands connect with video affiliate marketers to create and promote video content. Modulates makes these connections possible by connecting advertisers and affiliates via video.
  2. Advertisers will give you the video content for you to promote on your social media channels and websites. They will pay you for clicks and conversions via Modulates.
  3. You use the Modulates dashboard to distribute the videos on the internet. Post to your own website, social media accounts. Modulates makes this easy and you can manage your earnings all from the same dashboard.
  4. Affiliate marketers get paid in a similar fashion as they would on Pinterest. Modulates facilitates these transactions.
  5. Modulates provides you with a detailed analysis about your campaigns. Measuring their effectiveness will enhance your ability to earn more money.

Losing Pinterest is a blow to affiliate marketers, but you can use it to open up a new and potentially more lucrative channel. Sign up for Modulates and test out our product today.

13 Steps to Effective Emails That Don’t Suck

Three things that make an entrepreneur anxious: one, managing cash flow; two, finding the right partners/hiring the right team; and three, pressing the “send” button on an email campaign.

On the surface, email seems straightforward, not least because the people on your list have asked to receive your messages. (You are using an opt-in list, right? I hope so.) That’s an advantage: You have the privilege of interacting with a person by invitation, in the relatively intimate setting of the recipient’s inbox. All you need to do is create a compelling message, and boom—you’re done.

But email is the Rube Goldberg machine of online marketing: There are multiple moving parts in what has become a complicated process. Get one wrong, and you might jam up the whole apparatus. Here’s a checklist to follow to make sure your email machine performs flawlessly.

1. Spend as much time on the subject line as on the body of the email … 

The subject line is to the email what the headline is to an article or blog post. The most compelling prose or the most enticing offer in the galaxy isn’t going to do you a smidge of good if no one opens the email. The few words in the subject line are the most important words in the message, so they deserve extra love.

“The best subject lines use a mix of clear value to the recipient—concise language that’s not too dull or too clever, and an impetus to act,” says Hunter Boyle, senior business development manager for AWeber, an email marketing software company in Chalfont, Pa. “Picture your busy reader saying ‘So what?’ while skimming a full inbox,” he adds. “What can you say that grabs their interest in mere seconds?”

It helps to think of a specific problem that your offer or email resolves, then craft the subject line around that. For example, a message about a business coaching service might tap into the frustration mid-career people feel in their jobs. So your subject line might tease “5 signals you’ve dead-ended at your career” or “carve a new path while keeping your day job.”

The key to any good content, in a subject line or elsewhere, is this: Make it specific enough to be relevant, but universal enough to be relatable.

2. … but keep it brief.

Emails with subject lines of six to 10 words have the highest open rates, yet most of those sent by marketers have subject lines of 11 to 15 words, according to a report from Santa Monica, Calif.-based Retention Science that analyzed 260 million delivered emails and 540 campaigns.

“All of us need to challenge ourselves to be brief and pack more power into fewer words,” Boyle says. “That’s why Twitter and blog-post headlines can be a great way to pretest subject-line verbiage.”

3. Make it smartphone-friendly.

Don’t do anything that might render in a strange way on a small screen. The key here is that whatever email provider you use should rely on responsive design.

4. Use subheadlines.

The seven to 10 words in a preview pane at the top of an HTML email are what the recipient will likely see first. Make sure you tailor the language of this subhead to expand on the subject line or explain it a bit further. Many of us squander this valuable spot by using template messaging such as “Having trouble reading this? View as webpage.”

“Don’t waste this space!” Boyle says. “Think of it like a meta description tag in search-engine results, and use copy here to support your compelling subject line.”

5. Be a real person.

Write with a point of view—from an actual person to an actual person. I don’t mean this literally: The “from” line might still be your company’s name, but the content should feel as if it comes from a human being, speaking in the first person (using “I” or “we” and addressing the recipient as “you”), with natural-sounding language.

6. Specify a call to action.

Make it as specific as you can—and say it twice within the email body. So instead of a generic “Get in touch,” try “Get a free 15-minute consult” or “Grab your own copy.”

I like how Joanna Wiebe of Victoria, British Columbia-based Copy Hackers described this approach during the Authority Intensive event last year in Denver: “Don’t amplify the act of proceeding, amplify the value of it. Not ‘Start free trial’ but ‘End scheduling hassles.’”

7. Use compelling images …

Avoid boring, impersonal stock images in favor of unique ones that don’t look like they could appear anywhere else—including a competitor’s newsletter. Sources for stock images that don’t suck include Mountain View, Calif.-based Creative Commons, a nonprofit organization that enables digital sharing through free (and legal!) tools. Its search function is like the Costco of photos, with content from numerous free sources—including Flickr, Google Images and Pixabay—all in one place.

Other image sources: Compfight, Dreamstime, Photo Pin, freeimages, Public Domain Pictures, Fotolia, Ancestry Images (old and antique prints, maps and portraits) and morgueFile (gratis if you give credit to the photographer).

In all cases, make sure you read the fine print, because there are some restrictions on commercial use.

8. … or use animated images or a thumbnail/video link.

If a picture is worth a thousand words, animated images or videos are even more valuable. You can embed a static thumbnail video image in an email that links to a video on a landing page, or you could create an animated GIF and embed it directly into the email.

Various tools allow you to create GIFs—,—while GifDeck allows you to turn a SlideShare into a cool, embeddable GIF that’s more compelling than a static image.

9. Include a P.S.

A postscript after the main body can restate an offer, create a sense of urgency or add a bonus. Additionally, a P.S. is a chance to underscore your human, personal approach.

“There’s a reason we still see these in personal emails, sales emails and even direct mail—they still work,” Boyle says. “Since the P.S. is the end of the line, use it as a call to action that supports your primary offer rather than introducing an entirely new one. This way, people who skim and scroll right to the bottom still know what the big deal is—and they can act on it.”

10. Include feedback and forward mechanisms.

Give your subscribers a way to share the email as well as get in touch—via share, forward-to-a-friend, blog comments or simple reply.

11. Grade your email copy to be sure you aren’t talking above your audience.

Some email providers include a grading or an assessment option. You could also use a service such as The Readability Test Tool (, an alternative to the Flesch-Kincaid tool that’s built into Microsoft Word, which provides document-readability statistics, such as the grade level at which it’s written and how many passive sentences it contains.

12. Verify your links.

Click them to be sure they work and go where you want them to.

13. Before pulling the trigger, send the email to yourself.

The marketing cliché “Always be testing” isn’t just for conversion optimization—“it’s a must for your email process,” Boyle says. “We all make mistakes, but having an experienced set of eyes proofreading every send makes a huge difference. Minimizing typos and, even worse, those dreaded ‘oops’ emails, builds confidence in your brand, so make the time!”

Written By : Entrepreneur

Google Reports That Half of Online Ads are Never Seen

Brands are slowly learning that advertising online is a different beast than advertising in television and print. As we at Modulates have extensively documented, online viewers are suspicious of direct pitches and years of seemingly endless internet banners, while linked ads have made many viewers resistant to ads. Now Google is reporting that half of online advertisements are never even seen: The tech giant this week released an infographic, “Five Factors of Viewability,” showing that “many display ads that are served never actually have the opportunity to be seen by a user.” The exact figure: 56.1 percent of all ads Google and DoubleClick display ad platforms served. Since DoubleClick’s can manage other ad networks, the finding relates to all online ads. Google uses the Media Rating Council’s definition that an ad is viewable “when 50 percent of an ad’s pixels are in view on the screen for a minimum of one second.” With so many ads only on screen for less than one second, advertisers are pushing to move from an impressions-based payment system to one based on actual views.

Focus on Measureables

Online marketing has never been more important. Brands need to carefully assess whether they are getting value for every dollar they spend. The Modulates video affiliate network is a sophisticated yet simple way to do just that. Our dashboard allows users to measure the effectiveness of every campaign and make adjustments as needed. Modulates also makes diversifying easy, by including a feature which lets users send the videos to multiple social media sites, which increases the advertisement’s reach.

Don’t Forget Word of Mouth Marketing

Our advice to brands is to focus more energy on social media marketing and videos. Video marketing is dominating online precisely because of the disadvantages of traditional banner ads and links identified by Google. It is also important to engage viewers with what works today, which is social engagement rather than direct pitches. Word of mouth marketing is a tried and true form of marketing. Personal recommendations carry significant weight because people trust peers more than businesses or marketing companies.

Modulates has re-calibrated word of mouth marketing for the online world by creating a ecosystem allowing people to make or upload a video about products and services. When the videos are posted online to social media networks, they go viral, creating the increased engagement businesses are looking for. The key is to create authentic videos that get consumers to stop and listen. With each video, a company can track their analytics to find out how the videos are engaging the audience. Modulates is an ideal option for brands who want fresh content relevant to their target audience.

Is YouTube The Yahoo Of 2015?

Editor’s note: Jess Kimball Leslie is a writer based in New York. She is working on a collection of essays about life after the Internet.

The great story of Silicon Valley: A company, once ahead of its time, ceases to innovate for almost a decade while continuing to make billions off its legacy business model — ad sales. Then that once-great company dies.

In the proud American tradition of AOL, Yahoo, and GeoCities, I present YouTube. Ever notice how its homepage looks almost the same as it did in 2008? No, really:

For the first time in a decade, YouTube’s dominance as the destination for video content is being challenged by rivals like Facebook. While the press admires the success of Bethany Mota and tours the lush new coastal YouTube studios, Facebook has spotted the company’s many weaknesses and is going on the attack.

There’s still plenty of hope for YouTube, however. Here’s how the company could shore things up in 2015.

Worry Less About Replacing Traditional Television

In the past year, YouTube spent a fortune on its two new production studios, intended as well-equipped playgrounds for its most valued and viewed performers. The idea is cool, sure, but I don’t think it should have taken precedent over re-thinking the YouTube experience (more on that in a bit).

The best YouTubers don’t emerge from high-tech studios, they emerge from out of nowhere.Smosh, PewDiePie — just some of the talent YouTube loves to trot out for its press pieces — succeeded despite the YouTube system, not because of it. They built audiences in a cluttered, ugly, ad-soaked swamp, where 100 new hours of competitive video are uploaded every minute.

Unlike at a movie studio, YouTube did not rescue PewDiePie from obscurity. Instead YouTube got on board in the 11th hour, when the success had already happened and the risk of failing was so low that only an idiot could have lost money.

Unlike the great studio mavericks of past and present, YouTube’s executives are not gamblers, nor are they artists. YouTube’s approach to talent is more actuarial that artistic, and that’s fine (I guess, sigh), but the company shouldn’t pretend to be something it’s not.

Realize That You’re Sitting on the Next Coursera — Hollywood Edition

I once got to witness a Seinfeld writer sharing YouTube clips with fellow Hollywood writers, and it was a totally miraculous event. Working artists use YouTube’s bank of content as a movable feast; they get together on Friday nights and share clips ranging from Nichols & May sketches to Bill Hicks rants and discuss what makes each piece great. This is how the modern artist studies their art form. The dialogues that successful performers are already having around YouTube clips is, well, world-changing for anyone who wants to learn how to tell a story.

Imagine YouTube bundling and selling master classes with accomplished entertainers. (In addition, imagine the company following in Apple’s lead and thinking about design first instead of ad sales, therefore creating something worth paying for.) Imagine lengthy collections of YouTube clips, curated and narrated by your favorite star. Imagine Shonda Rhimes on writing great cliffhangers, or Tina Fey on improv.

Premium content brings us to a vital side point: YouTube should allow us all to buy our way out of advertisements, out of endlessly closing pop-ups throughout the entire length of a clip.

Bad ads are another crucial point for YouTube to address this year. I can’t count the number of times I’ve seen an ad in a heartlessly inappropriate place, like right before a family tries to raise money to treat their kid’s cancer. How is it that YouTube so frequently embodies the very worst of the old-world Internet (unaware of its context), and the very worst of the new Internet (wildly obsessed with ad sales) at the very same time?

Copy Beats

Imagine YouTube with a mood selector on its homepage, à la Beats. Beats is brilliant because it considers the why before the what. Why do I end up at Sometimes my brother-in-law is visiting and we like to watch weird 1990s mashup videos. Sometimes I could use a laugh at work. Sometimes I want to find some cute animal videos to laugh at with my kid before bedtime.

Imagine YouTube asking questions like:

Who are you with? (A little kid — so the content must be G-rated, etc.)

Do you feel like being: grossed out; inspired; entertained by goats

YouTube needs the Beats questionnaire for video. This is its new mini app, its Messenger.

Become a Better Time-Killing Destination Site

YouTube has an incredible advantage over most Internet properties: It’s No. 3 on the Alexa Top Sites lists. No. 3! And it’s not even trying! I’ve had a YouTube account for a million years, I watch all kinds of content on it, and still the best its homepage can do to guess at what I’ll like is this:

  1. The dominant image is an advertisement (gross).
  2. I have no interest in any of that recommended content.
  3. I have no idea how that content surfaced to my main pain in the first place, which makes me think YouTube is kinda dumb.
  4. I have no way to feed back into YouTube’s algorithm and say I hate their content, as suggested, for “me.”
  5. The content is presented void of any context. How about some editorial, ratings, written jokes, or any other myriad ways that it could be made more meaningful?
  6. Even BuzzFeed knows point No. 5, and they are the intellectual toilet of the Internet.

Copy the Gawker “bored at work” business model; hire some editors. YouTube should challenge itself to perform more like BuzzFeed, which, for all its faults, does immediately engage the user off of its homepage content and context.

Facebook is always able to kill off its rivals because it’s the content destination side of the world. YouTube is the one company that, with a better user experience, could genuinely compete as another destination. It’s only one Alexa ranking away.

Written by: TechCrunch

Wowza Predictions for Online Video in 2015

When I first started working on streaming media products in 1999, my co-workers and I were convinced that online video was going to be big someday. Fueled in large part by mainstream successes within the last decade by pioneers such as YouTube and Netflix, few would argue that online video ubiquity is spreading across the globe and “someday” has arrived.

What are the big trends we see as we go into 2015? There will be many advances with specific new technologies, such as HTML5 streaming, HEVC (H.265), 4K, and MPEG-DASH, and we’ll focus on those in the months and years ahead. In general, those technologies will help fuel some broader changes already ramping up in the market.

Here are five such market trends to watch in 2015…

  1. Content owners bypassing the distributors. Young adults are increasingly likely to either stop paying for TV services, or to have never had them in the first place. To ensure they reach this growing audience, HBO and CBS have already announced plans to make streaming content available directly to viewers, and other broadcasters have announced they may follow suit. For content owners like these, there are clear benefits to a direct customer relationship, including recurring subscription fees and highly targeted advertising. Look for more content owners to go direct to viewers, bypassing the slower-paced telcos and cable companies and their expensive subscription bundles.
  2. Live streaming growing fast. If you thought live content was dead in the age of the DVR, think again. Events such as the Sochi 2014 Olympic Games and the 2014 FIFA World Cup Brazil demonstrated that there is huge demand for watching compelling live content, anywhere and on any device. It’s not just about sports, though – audiences are flocking to live online events for the immediacy, interactivity, and social aspects they provide. Examples include online video gaming (, live concert events (TourGigs), and shared experiences with casts of favorite TV shows (Showcaster). As costs fall, reach extends to larger audiences, and ease of deployment increases, more and more live broadcasters and viewers will be tuning into the power of “now.”
  3. Mobile video consumption multiplying. Online video delivery to mobile devices will show big gains in 2015. We see more companies deploying mobile video streaming solutions for their employees and customers every day, mirroring recent industry reports. With HD-capable mobile device proliferation, connectivity, and streaming quality increasing all the time, this trend shows no signs of slowing.
  4. The flipped classroom becomes real. Online video has been growing as a primary tool for distance learning, and now it’s picking up more speed within education for a second reason. Flipped classroom experiences allow teachers to assign lecture videos to be watched outside the classroom, allowing them to spend more quality group and individual time with students in the classroom and resulting in positive learning results. There’s a long-term multiplier effect here, too – as these students enter the workforce, they’ll be taking expectations for these new modes of video learning and consumption with them to their employers.
  5. Increasing adoption of cloud video infrastructures. Many Wowza customers have been streaming from Infrastructure-as-a-Service cloud providers such as Amazon Web Services since 2007, and cloud deployments are only accelerating. When building a cloud-based video workflow, more companies can quickly launch their video streaming using third-party servers, scale up and down as needs change, and only pay for what they use. New cloud marketplaces and video platform-as-a-service offerings will be doing more of the heavy lifting, making it even easier to get started with cost-effective and flexible cloud-based video delivery in 2015.

Agree? Disagree? What are you expecting in 2015?

Written By: 

Digital Marketing Spending to Top $100b by 2019, Overtaking TV Ads

According to Forrester Research, investment in digital advertising will top $103 billion by 2019, outpacing spending traditional advertising in television. Digital marketing encompasses search, display advertising, social media marketing and email marketing. Forrester’s newest forecast shows that over the next five years search will remain the largest share of interactive spending, but social media investment will grow faster than any other interactive channel.

Forrester says investment in digital advertising is being driven by data demonstrating the effectiveness of digital media. Video commerce company Modulates is not surprised by these findings. The company, which helps brands create and find videos that can be deployed around the internet, has volumes of data which back up the assertion that videos are the most effective form of advertising. “Social media is the most powerful force in advertising today,” said Gino Yazdinian, the founder of “What differentiates social media from television is its diversity. Some people spend time on Twitter, while others primarily socialize through Facebook or Vine. The key for marketers is reaching consumers at these various online gathering places.”

Nielsen reports that almost two-thirds of social media users say they use social media sites at least once a day via their computer and nearly half of smartphone owners visit social networks every day. Consumers are using smaller screens more often and are receptive to video messages, especially if they are not traditional commercials. Modulates has a video distribution platform which allows marketers to place videos in a variety of digital channels, maximizing the social aspect of the message while still targeting highly specific audiences. The flexibility and effectiveness of digital is paying dividends, says Forrester, leading to a growth in overall spending rather than a reduction in money spent on television and print.

Forrester reports that marketers have convinced brands to spend on digital advertising because years of testing have demonstrated the efficacy of digital marketing. “Marketers are deliberately choosing tools that are more measurable [than social], that they have more experience with and that have a more obvious direct-response value. And they’re still trying to get to the place where they can measure how social media is going to pay off for them,” said Forrester analyst Shar VanBoskirk. Although Forrester says social media is less measureable and therefore perceived as riskier, Modulates has created an advanced suite of analytical data measuring the performance of its videos. This allows marketers, publishers and businesses to measure the impact of the videos. “Giving people the tools to measure their investment is a key aspect of making sure those digital advertising dollars are directed to the right places,” said Yazdinian.

Hollywood Turns to Social Media to Promote Movies for Young Adults

Video Marketing Company Modulates Touts Statistics Showing Power of Social Media to Capture Attention of Younger Viewers

SANTA MONICA, CA — (Marketwired) — 11/19/14 — As young adults and people of all ages shift their viewing patterns to watching videos online, Hollywood is taking note by creating innovative marketing campaigns targeting social media. Young adult themed movie If I Stay, which is adapted from a popular book, became the latest movie to take advantage of social media, taking in more than $16 million in its opening weekend.

If I Stay cultivated fan engagement months ahead of the movie’s release date. Fans were encouraged to enter into a dialogue with the studio, stars and each other about the movie, sharing their favorite moments from the movie trailer and creating GIFs. The studio let fans create and then vote on an alternate movie poster and fan-created trailer. Industry insiders pointed to the campaign as a successful campaign that built momentum for the film well in advance of the traditional television trailer spots.

The campaign’s success was no surprise to Nouriel Gino Yazdinian, the founder of, a video streaming platform that specializes in facilitating viral video campaigns. “Research shows that peer reviews are incredibly important in establishing excitement and credibility in a brand or product,” said Yazdinian. “This is especially true among the younger generation, who value what their friends have to say about a product more than any other source of information. Viral videos, hashtag campaigns, contests and other tactics are the perfect choice to reach these young consumers.”

Modulates allows individual publishers to create video testimonials about products and services, upload the videos the website and then promote the videos across social networks. Marketers can conduct video campaigns complete with custom messages, click-to-buy, branding, and more. Research has revealed that online videos are much more effective at getting consumer attention than traditional advertisements using links and banners. More than 80 percent of people will watch an online video, while only 20 percent are willing to read text.

A 2012 survey by the Pew Research Center’s Internet & American Life Project revealed that young adults are more likely than others to use social media. People under 50 are particularly likely to use a social networking site of any kind, and those 18-29 are the most likely of any demographic to do so, with an astounding 83% frequently engaging with social media. Women are more likely than men to be on these sites, while those living in urban settings are also more likely than rural internet users to use social networking.

“With statistics like these, movies would be foolish to ignore the power of Internet campaigns to build awareness an anticipation of their releases,” said Yazdinian. Companies that want to reach out to young adults can use the analytical tools offered by Modulates to tailor social media campaigns to a specific audience, manage its sweep over social networks and monitor its effectiveness. The company has worked with several Fortune 500 brands to create viral video capabilities.

Ways to Improve Your Marketing Videos

1.       Include something memorable and noteworthy. It could be a character or an element that stands out above the others. Think of the hit viral commercials like Dollar Shave Club, where they declare their “blades are f****ing great.” Can you think of anything more memorable than that?

2.       A reason to exist. What’s the purpose of your video? Is it education on your product? Is it entertainment featuring your product? The key is to isolate the purpose of your video and make sure you keep that element in mind as you go forward.

3.       A story. Everything has a story. Every commercial has a story, even if it’s not evident upon first watch. Consider the popular Vader Kid commercial for VW. The commercial depicts a child dressed up Star Wars’ Darth Vader, and shows them going through their house trying to use the “Force” on various items and even the family dog. They’re visibly discouraged, hanging their head in disappointment. Later they’re in front of the family’s new VW, and the parents make the car start remotely, preserving that “magic of the movies” for just a little longer for the child. When you sit down to plot your marketing videos, remember your story needs a beginning, a middle, and an end. Will you forget this VW video shortly after watching it? No, because it had a story you watched from start to end.

4.      Quality production throughout. No one wants to watch a video that looks like it was made by struggling film school students. Make sure you take the time to invest in a quality camera, so your video is clear and pleasant to watch. A good sound engineer is also key, because sometimes pieces of dialogue may be lost thanks to background noise. Taking the time to craft high quality video increases the chances your prospects will watch it completely.

5.     A good call to action. You want your prospects to want to know more immediately after watching your video. At, you can insert a call to action such as a weblink or another video so they can learn more. The call to action is the most difficult part of the marketing business, because it gets your prospect from a “maybe” to a “yes.” Focus on creating a good CTA so your viewer can’t resist answering it.

6.     Music and effects used effectively. You may have a monster-sized budget for your marketing videos, and will understandably want to go all-out on the effects and music. Don’t. All of your choices for music and effects should be organic. Be aware that the purpose of music and effects is to enhancing your video’s story and content, not to overshadow them.

7.     An appeal to your target consumer. Not every marketing video will appeal to every audience type, nor should it. Would you watch a video dedicated to “mommies” for a baby product? If you were a parent, sure. If you’re not a parent, you probably wouldn’t watch the video. Take the time when planning your video to consider what your target audience would like to see, and make the video for them. You want to catch the attention of those who will answer your CTA, and more importantly, talk to others about your brand. You accomplish this by following the steps above.

8.    Keep it current. Some of the most memorable videos reference elements of pop culture. One video is the Radio Shack “80’s” commercial. There are several reasons why this video’s references works. One, they use the joke “The 80’s called, they want their ______ back.” Two, they include recognizable 80’s icons in their video. Three, the music used is instantly recognizable, as it’s from the 1980’s. If you can, use references and use them well. You want to focus on making your video current, and relatable today. You can try for an internet reference, a popular meme, or a reference to a timeless pop culture figure.

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