According to insight from Feed Company, marketers that want to reap the organic pass-along potential of viral video must be willing to build engagement capital with audiences. About Feed Company Feed Company is the video seeding company social brands rely on to get video exposed to users on top blogs, video sites, mobile platforms, and social networks. Our ability to guarantee millions of user-initiated views and social engagements make us the first choice for Fortune 500 companies and their ad and media agencies.

1. the new economy of
Viral Video And why engagement matters
COMPANY
INSIGHTS

2. social media has changed the way brands and
consumers interact.
Social video, often called viral video, is an evolving form of
social marketing available to brands.
Brand marketers must understand the concept of engagement
capital to be successful with social video.
COMPANY
INSIGHTS

3. engagement capital
is the means by which a marketer
exchanges compelling content for
support or action by a user.
Each brand video creates a limited amount of engagement
capital to spend with a viewer.
COMPANY
INSIGHTS

4. You can spend your video's engagement capital
on branding, a call-to-action, or on reach and
engagement goals.
It’s best to pick one goal and stick to it.
Otherwise you’ll overtax your viewer and
reduce interaction with your video.
COMPANY
INSIGHTS

5. The level of engagement capital available
to spend with your viewer is affected by
the type of video you create.
LIGHT BRANDING
Brand is visible but does not impede entertainment value of content.
HEAVY BRANDING
Clearly commercial content, title or end slide and voiceover interrupts content.
CALL-TO-ACTION
Clearly commercial content, user is asked to take action with promise of reward
COMPANY
INSIGHTS

6. Lightly branded video content is shared 4x as often as heavily
branded content, and 10x as often as videos with a call-to-action
component.
100%
75
50
25
0
Lightly Branded Heavily Branded Call-to-action
COMPANY
Source: Feed Company
INSIGHTS

7. Viewers engage (e.g., comment, rate) with lightly branded video
content 2X as often as videos with a heavy brand or call-to-
action component.
4
3
2
1
0
Lightly Branded Heavily Branded Call-to-action
COMPANY
Source: Feed Company
INSIGHTS

8. Lightly branded social videos produce more engagement
capital to spend with social media influencers.
Influencers are in position to syndicate your brand video
across the social web.
1 out of 10 YouTube users* manage a blog or
website. 4 out of 10 YouTube users are active on
other social media platforms.
COMPANY
*YouTube users 35 and under.
Source: Entertainment Media Research © YouTube Insight Report 2009. INSIGHTS

9. Certainly branding and call-to-action have a role
in social video marketing but at a cost - reduced
reach and engagement for your brand video.
The big takeaway for video marketers:
create engagement capital
and spend it wisely.
COMPANY
INSIGHTS

10. want to know more?
Please contact Josh Warner
President, Feed Company
josh@feedcompany.com
323-469-3052
COMPANY
INSIGHTS