It is said that a picture is worth a thousand words. So, it’s safe to say, a video which consists of multiple pictures in motion, should be worth millions of words, if not more. The best thing about online video is, it can be designed to cater to almost everyone out there. To get the best out of online videos, a little market research can go a long way. There are different genres and subgenres of videos we can incorporate to market our brands on the Internet. Let’s have a look at how some of the big brands have effectively utilized them:
1. Explainer videos– Explainer videos are visual explanations of how a product works. There is always the flexibility in designing the script in a unique and fun way to attract customers. This explainer video from the Dollar Shave Club takes a humorous approach to explain what their service entails.
On the other hand, Spotify used a different approach. They used animation and upbeat music to showcase what they are.
2. Vlogs– Vlogs or video blog series is a good way to interact with customers. It helps in creating a long-lasting relationship with them. They are usually about 1-5 minutes in length and can be about anything. Basically, Vlogs are interactive video sessions where people can talk as if they are directly talking to the audience. The most popular platform for vloggers is YouTube. Other platforms include Facebook and Vimeo. Popular vloggers are sent products for PR (Public Relations) to showcase in their vlogs, which creates a hype among their followers. Beauty vloggers control 97% of conversations around beauty topics and brands on YouTube. [Source] Nike sponsored a video of popular YouTube vlogger, Liza Koshy, in which she did an entertaining skit to promote their products.
3. Promotional video– A successful promotion makes a customer want to buy your product. From communicating the USP (Unique Selling Point) of your product to showing them the experience, there are so many things you can do with Promotional videos. You can even promote what your brand believes in. Dove has been successful in creating emotional videos that went viral, by focusing less on their product and more about their beliefs. This beautiful, heartwarming promotional video made by Dove portrays the message that everyone is beautiful in their own way.
4. Educational video– Training or Demonstration videos also have a way with customers. Explainer or tutorial videos allow customers to see the product, in action. They can also be used to simplify complex concepts for the customer. These are useful for those “how-to” or “hacks to make life easier” themed queries. We often see Apple using this concept to launch and promote their new products, with new features.
5. Culture video– A company culture video can play a major role in how your customer perceives you. It gives customers an insight into your brand and helps them connect on a more personal level. Every company has a different approach. Starbucks, one of the most popular chain coffee shops, used a unique video where they portrayed real-life examples to show how their employees can grow within the company.
Videos for marketing do not follow any specific rule. They can be made in various sizes, formats and themes. What matters most is that we are able to communicate with our customers clearly and effectively through it. It is vital to choose the right platform for your videos. Let’s take a look at three of the most popular ones:
1.Facebook– With 2 billion monthly users, Facebook is the first thing that comes to our mind when we think about social media. Facebook provides a good number of options to set your target group while posting online videos. It allows you to keep track of your video audience and also provides the option to boost your posts location wise. If you post a video on your Facebook page, there is a high possibility that it will show up on the news feed of your targeted audience. The autoplay option on Facebook starts videos automatically (without audio), which gives a higher chance of getting more views. Video analytics help you know the detailed response from users like how many times the viewer clicked play, how many views happened per total impressions, where s/he was before coming to your page and most importantly, how engaged the viewer is with the video. This detailed data helps to determine the areas that need improvement. Facebook Live is also playing a major role to have interactive sessions with buyers. If the users are already following you, they’ll instantly get notified of your activities. Most importantly, people are frequently active on Facebook which provides a better online exposure.
2.YouTube– Since 2005, YouTube is one of the most popular video-sharing websites on the Internet. The average amount of YouTube content watched on a daily basis is a staggering 1 billion hours per day. They have about 1.5 billion users who are logged in per month. More people upload videos on YouTube than any other platform, which has its drawbacks. As more videos keep getting uploaded each hour, a massive number of people are competing with each other to grab the attention of the viewers. This may also work to your advantage if your content is really creative, unique and have what it takes to stand out from the rest. YouTube has the option to bring out the best videos on the Internet through YouTube trending. Anything unique has the prospect to become viral here. This TVC from Samsung went viral with 29M views in a span of 6 months.
3.Instagram– This is really useful and fun for sharing photos and short videos. Most Instagram users are between 18-29 years old. Thus, Instagram gives us a massive advantage to connect with the young population. Instagram ads are maximum 1-minute in length, which gives increased views as people prefer videos that are less time-consuming. From business advice, to cooking tutorials and lifestyle hacks, Instagram offers the widest range of content. It is the most trending place to be if you’re a pro at maintaining an online presence. Celebrities like Selena Gomez have a huge number of followers (about 104 million!) and getting them to endorse any video will boost views like you can’t imagine! [Source]
There are various other platforms like Snapchat, and Vimeo that is also used for online video promotions.
Online video ads receive over 18 times more viewer engagement than T.V. commercials. Know which video to make, to guide your buyers through their journey. You can also check out 6 effective ways to market yourself on the Internet.
So, why think about it twice? Let’s start making those online videos and stay ahead of the game!
Also published on Medium.