Whew. Glad I got that off my chest.
You see, it’s 2016. By now, almost every brand is aware of viral videos, and like so many other things, marketers are trying to ruin them. In short, there is no formula for creating “viral” content. Are there certain elements that a lot of viral content contains? Yes. But this is not a science. If anyone promises to make you a viral video, be wary. Very, very wary.
So let’s start at the beginning and just talk videos in general. They’re super powerful, and here are some stats* to prove it:
- Everyone watches them.
- One-third of all online activity is spent watching videos.
- Everyone talks about them.
- 92% of mobile video consumers share what they see with others.
- Everyone remembers them.
- 80% of users can recall a video ad they’ve seen in the past 30 days.
Okay. Now that we have the obligatory statistical justification out of the way, you’re probably asking yourself how you can use videos to grow your brand. Good question. I’m a big fan of lists, so I made one just for you about how to properly utilize videos and ultimately, reach your audience.
1. Make it matter.
The most important thing I can say is that your video needs to create value. The now famous social media marketing guru Gary Vaynerchuck once (or maybe a thousand times) said “Give, Give, Give, Ask.” The idea is to provide value (whether that’s entertainment, solutions, ideas, inspiration, etc.) before asking someone to buy from you. That’s not to say you should never try to make a sale. But a video is intended to tell a story, inform your audience and drive interaction. It’s important to remember that videos are a way to start the conversation. By meeting customers where they’re at, you can drive them to engage with your brand and eventually purchase product. Leading with an invitation to buy won’t help you build trust with your customer and will most likely just drive them to watch something else.
Example: Dove created an emotional video that didn’t even ask people to buy anything. It was all about sharing what was important to them as a brand, which ended up resonating with their audience in a massive way.
2. Make it good.
Execution is everything. I understand not everyone has a $30K budget for a new brand video or access to an in-house creative team, but that doesn’t mean you’re off the hook. Video content ranges from opening a Snapchat account and talking directly to your customers to hiring Casey Neistat to hang out of a helicopter with your Samsung 360 Camera and take selfies. The Internet is made for videos and with the amount of options we have today, you’re sure to find one that fits your brand perfectly. Whatever option you choose for executing video content, ask yourself these key questions:
- Does this truly represent my brand?
- It’s very important to make sure that your content is on point and in line with your brand. From the tone to the style, focus on accurately portraying your brand and conveying a cohesive, effective message.
- How are we utilizing the senses?
- Music and visuals can both make or break a video’s effectiveness. Whether it’s a dramatic song that sets an emotional tone or animated visuals to illustrate a customer benefit, think about the tone you’re setting and see to it that those creative choices are helping – not hurting – your content.
Example: Don’t have the budget to produce your own videos? Brands are now partnering with daily vloggers (video bloggers who have a massive audience on YouTube) to make videos at their resorts, sponsor special trips that incorporate their product, or provide something of value to those content creators in exchange for access to their audiences.
3. Make it visible.
One of the most important ways to ensure your videos are seen is to think about the platform. For example, videos that do well on Instagram are very different than what is popular on YouTube. Context is crucial and understanding the difference between platforms is paramount in the video game. The best way to start making decisions about this is to figure out where your audience is. Once you know where they are, take a look at what kinds of branded content perform well on that platform (it’s no use comparing yourself to the cat videos… those will always win) and strategize how your brand can have a presence there.
Takeaway: Don’t expect that product video you made for Facebook to perform well when you post it on Instagram. It’s not about being a chameleon, it’s about tailoring the execution of your branded content to the platform you’re using.
If you remember nothing else, remember that video is powerful. It’s a tool that, if used well, can help you build a mutually beneficial relationship with your audience. A video for a video’s sake won’t do anyone any good. But intentional, on-brand content will add value to your brand and help you connect with new customers.
Videos are cool. If you’re ready to level up on your cool factor, hit up Chris Yankey at chrisy@jschmid.com
*Statistics from http://www.insivia.com/50-must-know-stats-about-video-marketing-2016/
Tags: branding, campaigns, Chris Yankey, Viral Video