Top Brands Making The Most Of Video Marketing
Do you remember the Old Spice commercials? The wacky, fast-paced, humorous videos that had them going viral and making their brand synonymous with a man’s scent?
Well, you should.
The Old Spice commercials—like any good video—were a part of the larger marketing strategy meant to make an impression on the audience.
Using video, brands are able to reach customers via social media and go viral for content that they can engage with. Almost 86% of businesses are now using videos as a very valuable tool!
If you’re still not convinced about video marketing, then an example or two should help you out!
Brands With The Best Video Marketing Strategy
What better way to showcase the use of video marketing than with the campaigns of the biggest brands in the world?
There are two beautiful examples of the use of video marketing from Google! These two videos follow the same idea – they appeal to emotion.
Video One – Friends Furever
The first video is the Google Android ‘Friends Furever’ video. As far as video ads go, this is the most shared ad of 2015!
But, what makes it so successful? It doesn’t have any original content, not an iota of branding, so what’s so great about it?
Well, it’s using videos of unlikely animal pairs to stress the importance of a shared experience and being together. Not only is this in line with the brand’s values, but is easy to watch, emotional, and puts the brand in a positive light!
Sometimes, videos are more about building your brand image than retaining a customer.
Video Two – Homeward Bound
The Google Earth ad took a slightly different emotional approach. Using the story of Saroo—the inspiration behind the movie Lion—the company showed an emotional and practical purpose of their product.
They’ve appealed to the emotional side of the product with a heart-breaking story while simultaneously linking their ultra-useful product.
What could be better?
Reebok’s #HonorYourDays campaign was aided with the help of videos. One of the main videos showcased the backward story of a woman who won the Reebok Sponsored Spartan Race. They show her relationship with running through her life.
The content isn’t just emotional but it showcases what the company has been trying to say with no words—fitness is for all ages and Reebok can provide gear for all of them.
Along with creating a powerful video, the company had a clickable CTA that took you to the campaign website where you could see how many days you have left.
While this sort of harsh, dark marketing technique won’t work for everybody, it works with Reebok’s tough fitness image. It got the point across while also leaning into some intense psychological urgency that consumers are bound to feel after watching the ad.
Soda companies have always done video ads well. Not only were Pepsi and Coca Cola one of the first to hit the Superbowl commercials—but they were the first to make it good!
As always, Coca-Cola has hit it out of the park with their Christmas video in the Philippines. Appealing to intense emotion, the video where the company gives back starting with a coke humanizes them like nothing else can.
Since there has been such a show of generosity with little, subtle branding and true human stories – Coca-Cola managed to get the right combination of emotions, branding, and viral content.
It can be difficult to move past the content the brand image has curated. As in the case of GoPro, customers expected adventure sports content from the company.
They turned it on its head when they put out a clear video of a fireman saving a kitten. As in the case of any emotional video, it appeals to a multitude of viewers. GoPro has reached beyond the expected video and is trying to reach a different type of audience. It’s clear that they are branching out to different industries, users, and content!
Much like Dove, Always has consistently moved toward an empowering campaign rather than one related directly to the industry. Their video builds awareness while simultaneously appealing to the consumer.
Their short film or video was one that turned the usually sexist phrase ‘Like a Girl’ on its head. It was a video that won several awards while still putting across an important message to all its users.
So, not only did the world watch the ad, but the company also associated itself with an important message!
While Always created a heartfelt and empowering video that showcased a critical message on empowerment, Nike went the other way.
While still focusing on women, they looked into empowerment with a touch of humor. By taking the thoughts of real women in their different spaces, they’re being empathetic and being relatable! When they appeal to the average woman whos is more likely to be their customer, the sales are bound to go up.
So, while still emotional, the video was a different take on empowerment, one that everybody evidently liked!
Facebook has a tips series that are a range of 20-second videos that answer the most common questions. Basic ‘how-to’ style questions are answered in quick succession that can be accessed easily.
The charm of these videos isn’t just how quick they are but how easy the brand makes it to use their product. While they aren’t directly pitching their product, Facebook is using their instructional videos to cater directly to the customers’ needs. It opens a whole new realm of video marketing.
Not only is the video production simple but it’s the perfect example of a brand catering to the customer and marketing at the same time. It’s subtle support and service while also using video to its fullest potential.
Two birds, one stone!
The massive entertainment business is by far the best example of video marketing at its finest.
Specifically, their partnership with Purina. For the purposes of marketing, they created a short video that told a story rather than being instructional.
Unlike the Dove or Reebok campaigns, Buzzfeed simply told the story of a man and his newly adopted puppy. They used common, relatable storylines (puppy chewing up furniture, staying awake all night) to create a compelling, entertaining story.
The video has some subtle product placement that is only obvious to the educated consumer. Despite the product placement, it’s still entertaining and appealing to all viewers.
Dollar Shave Club
Similar to the Buzzfeed video, Dollar Shave Club has produced videos that are more entertaining than inspiration for their viewers.
They’re humorous, fast-paced, and cater to a variety of viewers. Marketers need to take note of the success such content can have. Despite not being too relatable, inspiring, or high-production, the video was still entertaining, and sometimes that’s all you need!
In the same vein, videos with subtle product placement such as the infamous LG prank video also gain massive success. The video itself has been viewed almost 35 million times! Not only was it entertaining for viewers, but it sparked conversation on all forms of social media—what’s your worst interview became an icebreaker.
The icebreaker in question made sure that LG was brought up in the conversation. So, a simple prank video managed to add to brand image, viewership and demonstrated the efficacy of the product with alarming accuracy.
How Can Different Industries Use Video To Market?
It’s easy to assume that video marketing won’t work for industries that aren’t related to sodas, entertainment, or sports. But, even B2B companies need some marketing.
See for yourself how marketers are using video in their strategies in these unexpected industries!
Surprisingly, almost 81% of marketers in manufacturing use a video marketing strategy. That’s an extremely large number, especially when you don’t see as many marketers using video outside of this industry.
Many manufacturers have used videos as a way to showcase the products, services, and testimonials of previous clients on their websites. A great example of this is MSC putting up videos on their platform. They released several videos on the aerospace manufacturing products they deal in!
Educational or Instructional type videos don’t just work for Facebook. They’re really useful for finance industries – banks specifically – who wish to instill confidence in their customers.
There will be multiple videos on a number of social media platforms on how to go about basic banking functions, the institution, and certain programs and rewards.
Larger banks such as Bank of America have recently shifted into the video marketing world!
If there is one industry that video works the best for, it is Public Relations.
However, it’s not what you’d think. PR firms are starting to bring production in-house. Since they’re responsible for keeping their clients in business, they’re starting to harness the power of video to do so.
What better way to retain creative freedom and have complete control than with the entire production system being in-house?
Whether it’s a new hotel or a fancy new park, people are always interested in seeing new properties. The real estate industry has harnessed video to cater to people’s demands.
They aren’t catering just to potential customers who are looking to buy homes or properties. Rather, their video content is appealing to a variety of viewers. Real estate shows are also becoming wildly popular on streaming platforms such as Netflix. The show ‘Selling Sunset’ was proof that people love watching real estate on video.
It isn’t all about seeing the fancy homes but providing educational and instructional style videos that are working for firms.
From their website to conferences, the healthcare industry has taken to creating videos about everything. They’re usually educational-style videos talking about procedures, insurances, tips, tricks, and more!
Sometimes, doctors will provide educational information on procedures for conferences and for patients. The video content hospitals, doctors, and supporting businesses in the industry aids not just patients but a variety of other consumers in different fields.
Why Does Video Work As A Marketing Strategy?
There are a hundred reasons that video works as a strategy. While there’s not enough time to list them all out, here are a few of the main reasons video works so well!
When it comes to reading a thousand-word blog or watching a ten-second video, consumers these days are more inclined to watch a video.
The statistics are there to prove it. With Facebook starting video posts, the studies showed that where a static post would hold a customer’s eye for 1.3 seconds, a video post would hold it for 5 seconds longer.
No matter what anybody says, those extra 5 seconds matter.
Builds Customer Loyalty and Trust
Brands tend to be larger than life, untouchable, more omnipresent than humans.
With videos, brands can humanize themselves enough to gain loyalty and trust from their customers. A great example of this is the Benefit series. The cosmetic company Benefit decided to start a series of videos that spoke about cosmetics, tips, their own products, and other educational and entertaining content.
With the interactive video content that the brand put out, they were able to gain more followers on their social media pages while developing trust and loyalty from existing and potential consumers.
Recall is Easier
Getting a customer to recall information you’ve put in a picture or article format is harder than it comes across.
With engaging and entertaining content, a customer will relate and associate information with the brand for better recall! Not only is the video going to stick in their minds, but the CTA will stick too.
How To Make A Great Branded Video
When you see a brand video like the ones from Nike or LG, there’s a lot more that goes into it than flying with a concept that came to mind. The best way to create a brand video is by following a few guidelines.
Understand the Audience
Branching out is always a good idea—but on your first video. When GoPro branched out with their audience through the fireman saving a kitten video, they did it with an end goal in mind. It’s to broaden their already well-established brand image.
However, before getting to that stage, understanding what the audience wants—like the Facebook educational snippet is the best way to use video content to the best of your abilities.
Planning is Crucial
Be it written or produced, all video content needs to be planned. As in the case of Coca-Cola’s Christmas-themed video, the timing was right. Plan your content according to holidays, festivals, events, needs, customer journey, and such factors.
When you base content on such factors, especially for a video—it becomes easier to conceptualize as well!
Marketers worth their salt will know that viewers are looking for stories. Whatever kind of service companies are offering, an element of storytelling doesn’t go amiss.
Humanity loves its stories, and so will your viewers.
Brands like Buzzfeed have mastered the art of subtle product placement to boost sales while telling a story that viewers will love. It’s a great way to grab attention, gain a couple of million views and go viral online.
Production Isn’t Hard
Audiences are looking for quality content. You don’t have to spend all your resources to create a video. You don’t need a massive production team to create a video with value that will also boost sales. Free resources to create high-quality exists.
If you’re going to have a team, then it might as well be one that can use the free resources available to make content your audiences will want to watch.
Video marketing is the new blogging. It’s starting to pick up the pace and now every brand wants to use video as a form of marketing. Soon, a video campaign is going to be the new blog!
The rate at which it’s picking up means that any video a brand puts out needs to be the very best. This is why using an agency like WrittenlyHub is crucial. Not only will the content of the video match what the brand requires, but it’ll aid marketers in their quest for leads, sales, and great traffic for their websites!
So, what are you waiting for? Contact us for quality content marketing services for your stellar videos.