The impact of employing video in a marketing campaign in 2012 is almost immeasurable.
The minimal effort required in order to share a YouTube video through any variety of social media networks proves that if you can manage to tap into the heart of viral content, you’re video could be seen by a huge number of people.
Video campaigns provide a means of engaging your customers and hopeful patrons in a relationship. By creating a memorable video that sparks emotion in the viewer, you have the potential to inspire a tangible relationship between your brand and the audience.
In addition to access to an unlimited audience and the potential to establish relationships with consumers, including a video in your marketing campaign helps your brand infiltrate all aspects of the social media world. Video streaming counts for a huge amount of online content, and uploading a video to YouTube or Vimeo ensures your brand’s presence on sites that have social media communities of their own.
One of the most appealing aspects of employing video as a marketing tool is the low cost. Super Bowl commercial spots include price tags well into the millions, but the best ads from the event will undoubtedly be banking on making a splash online. Super Bowl ads have garnered so much attention online in the last few years that ad agencies now leak the commercials online ahead of the big event, proving that video is an invaluable tool at your brand’s disposal.
As the now-controversial KONY 2012 web campaign established, your brand needs first to be comfortable with transparency before enacting a major campaign online. The KONY 2012 video remains the most viral video ever published on the web, and although the investigative journalism that took place after the spread of the short film revealed a ton of unanswered questions around the governance of the organization behind it, it succinctly proved the potential reach available to engage through such a medium. The dramatic (and possibly a little dramatized video) had its flaws, but there’s no doubt about the stats: through excessive social media sharing by the masses, the video amassed a whopping 100-million views in its first six days online.
Now you're probably wondering what all this means for YOUR brand, and in recognizing this we've summarized the two main routes you can take when endeavoring to create a video component to a marketing campaign; camera video and animation.
1) Deliver a personal message to your customers or clients: Putting a face to your brand will help your customers feel connected with your company, and gives you an opportunity to reiterate the company’s mission.
2) Highlights of events: Your social media team should be filming your brand’s events and experiential marketing campaigns to post on your YouTube/Vimeo page so it can continue to spread brand awareness online as well.
3) Mini documentary about your brand: A short yet captivating mini documentary, with the right narrative and editing, can be a phenomenal tool that will help your brand establish a sense of history and introduce you to the world.
Here is an ideal example of using video to deliver a message:
1) Narrative Short: A short animated narrative gives you almost unlimited options to create a world for the ad that will capture the attention of viewers long enough for them to wonder who it’s by. Memorable is what counts.
2) Infographics: Infographics are great because they can acutely articulate complex ideas visually. You can explain a lot about your brand and its operations with a couple of infographics in a short, narrated animated clip.
3) Narrated Commercial: Like PDT’s animated clip, a fast-paced animated clip that visualizes the brand’s message as it’s spoken is over before the viewer has realized they were watching an ad.
Here is an animated video we used to launch an innovative web platform:
Do you have a favourite example of a successful video marketing campaign? We want to hear about what makes a memorable clip and what brands you think succeed in this most.