Video can be a key part of your business
strategy if used correctly. The benefits of this simple yet effective marketing
tool have been clearly illustrated by viral YouTube videos, Vine videos and
social media over the years. Not only are videos more likely to be ‘Liked’ and
shared, videos also rank higher on main search engines and they can present
your company information in a current, lively and interactive format. After all
your efforts, you can then measure the success of a video through analytics.
Interesting? Read on.
Successful
case studies
Successful viral video campaigns have
ranged from empowering messages from beauty companies to quirky advertisements
for furniture distributors over recent years. Whatever the angle and whatever
the product, each video managed to rack up millions of hits through innovation,
trickery and a bit of humour. Here are just three successful campaigns to learn
from.
Evian Babies – Evian took a risk with its
roller skating baby advertisement, which gave a new definition to its slogan
‘Live Young’. While some negative points were made about the unusual campaign,
overall, the risk paid off as it had all the right elements to go viral:
humour, uniqueness and an on-brand message.
T-Mobile Dance – T-Mobile launched its
lively dance themed campaign way back in 2009. The network chose to take
advantage of a big trend at the time: flash mob. By using an ordinary setting
and regular commuters rather than models or big names, the videos were relatable
and light-hearted. This resulted in millions of ‘Likes’ and shares across
social media sites.
‘Will it Blend?’ – Blendtec started its
series of ‘Will it Blend’ videos back in 2007. These videos are a great example
of how a smaller business can use this media format to skyrocket its following
and market presence. The owner of Blendtec blenders even made it onto The View
this year to showcase what his product can do. This campaign also highlights
how a seemingly dull, everyday option can excite and interest through a little
creativity.
Top
tips:
Personality: Videos are the best way to
inject some personality and character into your business. Whilst other visual
aids, like infographics and memes, have a similar effect, videos allow even
more creativity – as Blendtec demonstrated. Due to the large influx of fresh
daily content online, your video needs to stand out in order to make a
difference.
Business message: No matter how crazy and
novel your videos get, always keep your company ethos and key messages running
throughout your campaign. Some of the worst campaigns fail because they are
disjointed.
Themes: A series of videos have historically
made more of an impact than a single offering. Alongside unified company
messages, key themes should run throughout the entire campaign, which may span
many years. This is a great way to evolve your characters, strengthen jokes and
generally take your customers on a personal journey.
Tutorials: Tutorials are an easy way to
connect your audience to your products and to cut down calls to your customer
services lines! Always listen to your consumers to optimise the content.
Tutorials can also demonstrate your knowledge and specialist skills to build
respect and trust.
Source: www.outreachr.com
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