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11/17/2016 4:02:00 PM Write a Letter to the Editor Write a letter to the Editor

Online Video Marketing: Medium Has Become Too Easy, Inexpensive for Fleets to Ignore

This story appears in the November 14 print edition of iTECH, a supplement to Transport Topics.

Joe Dysart
While video marketing already is on the radar of many fleets, recent indications are that the medium will continue to explosively transform the web for years to come. Video- and photo-sharing social media startup Instagram — a mere blip on the web’s radar a few years ago — now boasts 500 million users. Snapchat, another social media network that incorporates video, is growing nearly as ferociously.

And YouTube — the online video king — cruises along these days at more than a billion users. Plus, YouTube is reaching more 18- to 49-year-olds than any cable television network in the United States, according to the company’s statistics page.

“Clearly, video is something we want to leverage in the future to stay connected to our driver partners,” said Joe Weigel, director of marketing and communications at Celadon Trucking Services, which frequently uploads its own videos on YouTube to enhance communications.

BEST OF NOVEMBER iTECH: More stories, columns

“In fact, we’ve invested in a mobile video studio that has a lighting system, microphone and backdrops,” added Weigel, whose company’s parent, Celadon Group Inc., ranks No 32 on the Transport Topics Top 100 list of the largest U.S. and Canadian for-hire carriers.

Pat Hightower, vice president of business development at The Hightower Agency, a trucker recruiter that created a video-based recruiting website for trucking company American Central Transport, agreed: “Video is integral to our Facebook campaigns and as a component of social media campaigns. It’s a medium that’s a comfortable communications tool for millennials and for future drivers.”

Facebook CEO Mark Zuckerberg has said, “We’re at the beginning of a golden age of online video.”

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By Joe Dysart
Webology 101

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