In the past, celebrity endorsers ruled the marketing world. Their recognizable faces and voices, which came with huge price tags, backed every major ad campaign. But over the last few years that system has drastically changed. For a fraction of the cost, brands can get their messages out with an entirely different approach that is likely to be even more engaging: user-generated videos.
Today more than ever before, the path to purchase tends to pass through mobile. According to Forrester, more than a third of all domestic sales this year will involve mobile at some point in the purchase cycle, from initial awareness to product research to in-store price comparisons.
As the Internet becomes an increasingly limitless playground, people spend more and more of their time online watching digital video.