Video Content Marketing: The Making of Clips

Journal of Marketing, Forthcoming

Posted: 23 Jun 2018

See all articles by Xuan Liu

Xuan Liu

Independent

Savannah Wei Shi

Santa Clara University

Thales Teixeira

Harvard Business School

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department; University of Groningen - Faculty of Economics and Business

Date Written: June 8, 2018

Abstract

Consumers have an increasingly wide variety of options available to entertain themselves. This poses a challenge for content aggregators who want to effectively promote their video content online via the original trailers of movies, sitcoms, and video games. Marketers are now seeking to produce much shorter video clips to promote their content on a variety of digital channels. This research is the first to propose an approach to produce such clips and to study their effectiveness, focusing on comedy movies as an application. Web-based facial-expression is used to study viewers’ real-time emotional responses when watching comedy movie trailers online. These data are used to predict viewers’ intentions to watch the movie and its box office success. The authors then propose an optimization procedure for cutting scenes from trailers to produce clips and test it in an online experiment and in a field experiment. The results provide evidence that the production of short clips using the proposed methodology can be an effective tool to market movies and other online content.

Keywords: Video Content Marketing, Trailers, Clips, Emotions, Facial-Expression Tracking

Suggested Citation

Liu, Xuan and Shi, Savannah Wei and Teixeira, Thales and Wedel, Michel, Video Content Marketing: The Making of Clips (June 8, 2018). Journal of Marketing, Forthcoming. Available at SSRN: https://ssrn.com/abstract=3193034

Xuan Liu

Independent ( email )

No Address Available

Savannah Wei Shi (Contact Author)

Santa Clara University ( email )

Santa Clara, CA 95053
United States
408544798 (Phone)

Thales Teixeira

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Michel Wedel

University of Maryland - Robert H. Smith School of Business, Marketing Department ( email )

College Park, MD 20742
United States
301.405.2162 (Phone)
301.405.0146 (Fax)

HOME PAGE: http://www.rhsmith.umd.edu/marketing/faculty/wedel.html

University of Groningen - Faculty of Economics and Business ( email )

Postbus 72
9700 AB Groningen
Netherlands

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