New social video tool launches

The media integration fashion is currently encountering has taken a further turn. UK video agency, Adjust Your Set, has now launched a new technology aimed at further integrating video content and social media. And Marks and Spencer

has already signed up for it.

Adjust Your Set enables marketers to capture sentiment and opinion from customers and embed this within video content. The tool allows brands to search, capture and curate relevant conversations about a particular topic from Facebook, Twitter and blogs. By creating a flux of conversations embedded into video content this can then be made available online, on mobiles, in-store and on outdoor broadcast platforms.

Chris Gorell Barnes, CEO of Adjust Your Set said: “Everyone has an opinion about brands, love them or hate them we all have something to say. Our new tool allows marketers to find the best conversations out there and amplify them in a controlled way.”

He added: “The power of social is undeniable; we have measured up to 50% higher engagement in video recommended by peers in Facebook than those found via search. This service can replicate this effect but on a brands own site and under their own control. Now marketers can truly embrace the integration of social media and brand video by empowering the consumer’s voice.”

Simon Wood, head of web operations at M&S, said. “With more focus on social networking we need to be able to listen effectively to what our customers are saying and engage with them in the most relevant way. Social video is a huge growth area in online marketing and we’re
excited to be at the forefront of this new channel.”

According to research, by using product videos, retailers can improve conversion rates by anything up to 100%, while online video has also been shown to reduce returns rates for retailers by 60%.

It’s also a flexible medium with multiple opportunities; for instance, in store videos can allow the retailer to dictate the message they want to put out, enables them to be more reactive and can help retailers to push bad sellers and excess stock.

There is still plenty of room for growth – mobile video looks set to become ever more prevalent.