Video marketing
So what is video marketing? Well according to (Fire, 2013) video marketing is when you “use video to promote or market your brand, product or service. A strong marketing campaign incorporates video into the mix”. (Fire, 2013) continues to mention that “Customer testimonial, videos for live events, how to videos explainer videos, viral videos” are some of the types of videos that companies can use.
How can you use videos on your website and social pages?
The best way to use video on your website if the video is not your own and taken from somewhere else on the website is to use the embed code. This enables you to use the video on your website by copying it over and means that you do not have to download the video to have it on your site.
What companies use video marketing well?
Here’s my top 3 marketing videos that I think customer react really well too and have had the greatest impact lately.
Evian Baby Advert
This advert has great qualities, it has humour, fun and also a story. This is what most marketing videos should have. It should leave you thinking about it and make you want to talk about it to your friends and family. For this advert it certainly stayed in my head for a while and I will be telling my friends and family about it. Also it showed off some of their products, the Evian bottle can be seen in a number of shots.
Cravendale – Cats with thumbs
See this marketing video has branding from the start, the man is holding the product. It is also similar to the Evian baby advert in the terms of humour and fun factors. With this marketing video the company has also included links to their social sites (#catswiththumbs) which should help them gain more followers and likes through their connected social channels (Well you would have thought so with over 8 million views!)
Ronseal one coat fence life
This marketing video is quite a new one and had so much of an impact that national press actually picked up on it – click here for link
This video would have been low cost as it simply a man painting a fence for 3 minutes. This was played on TV and has had viewers glued to the screens to see what would happen, and nothing did. That was the point, but it was engaging in a different way and made viewers remember it and certainly the brand! – again this was another video which was supported by a hashtag (#ronsealadbreak)
Strengths and weaknesses of video marketing
Strengths
- Videos are simple and easy to digest and as (Redbirdonline.com, 2016) mentions “what would you rather do, read a 30-page instruction manual or watch a 3-minute video?”
- Video is memorable – they stick in your head and speak a thousand words if created well
- Video is also extremely popular with over a billion people visiting YouTube each month according to (Redbirdonline.com, 2016)
Negatives
- Video’s can be very expensive depending on what type of video you are trying to create
- “A poorly executed video can actually harm your reputation or worsen your brand positioning” according to (Design, 2014)
- Targeting the right audience when creating your video is extremely important, if you get this wrong your video will not have any effect at all
References
Fire, F. (2013). What is video marketing? [online] Frozen Fire. Available at: http://frozenfire.com/video-marketing/ [Accessed 7 May 2016].
Redbirdonline.com. (2016). The Pros, Cons and Costs of Video Marketing | Redbird Communications. [online] Available at: http://www.redbirdonline.com/blog/pros-cons-and-costs-video-marketing [Accessed 7 May 2016].
Design, O. (2014). Advantages and Disadvantages of Video on Your Website. [online] Omnivision Design. Available at: https://www.omnivisiondesign.com/pros-and-cons-of-video-on-your-website/ [Accessed 7 May 2016].