Video Marketing 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 disseminate it out to their social acquaintances.Media publishers and content rights holders create social videos from TV, live video feeds and pre-recorded content in order to generate engagement on social platforms and drive media distribution.