Social Video Marketing (SVM)

Social video marketing (SVM) is a component of an integrated marketing communications plan designed to increase audience engagement through social activity around a given video. In a successful social video marketing campaign, the content, distribution strategy and consumer self-expression tools combine to allow an individual to “add their voice” or co-create value to a piece of content – then further propagating it out to their social circles.

Social video typically benefits from a halo effect cast by the “influencers” of a given social grouping.

SVM draws on consumer-culture theory, economic theory, and social theory around the psychology of sharing. Social video marketing differs from social marketing, which has the intent of influencing behavior for a social good.


  1. “The Social Video Era”
  2. “Identity Signaling with Social Capital: A Model of Symbolic Consumption”
  3. “Yes We Can: How Online Viewership, Blog Discussion, Campaign Statements, and Mainstream Media Coverage Produced a Viral Video Phenomenon”
  4. “Why Do We Share Stories, News, and Information With Others?”