5 Brands That Nailed The Video Marketing Strategy

video marketing strategy

 

Advertisers today realize the video is a basic segment of any fruitful showcasing effort, and information from brands and customers is the same as demonstrating that to be valid. The normal business distributes 18 recordings every month, and that substance is met with help by customers – 86 percent of individuals say they’d prefer to see more video content from brands in 2020. 

Brands can presently don’t get by utilizing composed substance and pictures alone — these days, that is tedious and unengaging for buyers who are immersed with live real-time, intuitive 360 recordings, increased reality, and then some. 

Furthermore, in light of this development, you’re presently behind in the event that you’re not delivering marked video content consistently. Yet, in the event that you’ve never made a video for yourself, the beginning can be extreme. That is the place where we come in!

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Video Marketing is The Best In Branding

Regardless of what your business does, recordings are as crucial for your showcasing as a site or a blog. In the event that recordings don’t seem like the correct fit, all things considered, you’re simply envisioning some unacceptable sorts of showcasing recordings. 

There’s no advertising on the planet improving ROI other than video (Adobe, 2015). Yet, those recordings are staggeringly changed in pretty much every angle. What works for your business will be explicit to your purchaser personas and brand.

video format are preferred more

Begin finding the correct bearing for your video promoting, from spending plan to arrange, in this data control clarifying the rudiments of pre-creation arranging, shooting, altering, distributing, streamlining for web crawlers, and developing your crowd.

Let’s have a look at the brands that nailed the video marketing strategy:

Top Brands That Nailed Video Marketing

More than 180 million internet users watch online video content every month and that number is growing rapidly every year. That’s a lot of people who could see your message or learn about your products and services.

#1 Reebok

The average human lives for 25,915 days — and Reebok wants us to use those days to continuously honor and push our bodies to their physical limits. Their video promoting the #HonorYourDays campaign doesn’t contain any spoken words, but the message is powerful: Make the most of the days you have by, as they put it, “honoring the body you’ve been given.”

The video follows one woman’s relationship with running in reverse, from her running the Reebok-sponsored Spartan Race as a middle-aged woman, to running track in high school, all the way back to the day she was born. It’s a great way for Reebok to communicate their brand mission of changing how people perceive and experience fitness at every age — and of letting customers know they’ll be there to cover their athletic gear needs throughout their lives.

At the end of the video, there’s even a clickable CTA that reads, “Calculate your days.”

Graphic for Reebok video marketing campaign called 25,915 Days

Although it might strike some as a bid morbid, the copy is in keeping with the brand’s “tough fitness” theme. Click the CTA, and you’ll get taken to a campaign website where people can share photos showing how they’re honoring their bodies, along with their “number.” Pretty cool.

The Takeaway

Putting a sense of urgency (limited time) behind your message can be a powerful psychological motivator (take action now so you don’t miss out). This makes your message not only compelling but also actionable.

#2 Coca-cola

This might be one of the most uplifting holiday videos by a brand you’ll ever see. Soda companies have been known for their memorable marketing campaigns — both Coca-Cola and Pepsi are in the first commercial break of the Super Bowl every year with an intense new spot.

In the video above, Coca-Cola treated the Philippines market to a Christmas campaign that gave more than 15,000 people a surprise gift for the holidays. And it only starts with a Coke.

The Takeaway

Coca-Cola won people’s attention by showing them a commitment to the season of giving. By doing something for others that has no tangible benefit to you, you’ll appear more trustworthy, generous, and human to your customers.

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#3 Intel

Intel’s five-part “Meet the Makers” series looks more like the inspirational, uplifting stories you see on the news rather than videos created by a brand. Each video profiles a person around the world who uses Intel products to create amazing experiences and new technology.

In this video, for example, a 13-year-old named Shubham Banerjee tells the story of how he used Intel’s technology to prototype and build an affordable braille printer to help more people who are blind read.

The common denominator? The folks in these videos use technology to help people and make the world a better and more interesting place. By providing viewers with an inspirational look at how technology is changing our experiences, they were able to drum up interest in a way that a traditional, product-centric advertisement couldn’t.

The Takeaway

Think in terms of macro and micro in your video marketing. Evaluate the macro effect that your product or service is having on your industry or the world as a whole, and then hone in on someone’s micro experience to deliver a relatable and compelling story.

#4 Cadbury

Brands that have used personalization in the past have seen great results, such as Cadbury, which launched a personalized video back in 2014. This video incorporated viewers’ own content (once they had agreed to connect with the brand) to automatically generate a video that spoke directly to them.

This campaign resulted in a click-through rate of 65% and a conversion rate of 33.6%. While this is an older example, it still shows the power that personalization within video can have.

#5 New York Times

As the United States feels like it is being torn apart, polarized, and deceived like never before, people want and search for truth. This New York Times advertising campaign truthfully validates people’s fears of the world’s reality and yet tries to calm them.

This advertisement demonstrates how difficult it is for people in the modern world to get honesty in their media. In a world of “fake news”, The New York Times used their advertisement to demonstrate their commitment to honesty and transparency.

This is a powerful message for people who are tired of lies, negativity and want TRUTH. This ad creates a wonderful human connection that honestly speaks to a world that wants clarity.

In a world full of fake news, adverts, automation, and chatbot customer service, it’s never been harder to earn the trust of consumers. It’s no wonder people are craving the human interaction and authenticity of the video.

3 Key Factors Of Video Marketing Success

There’s a lot to be learned from the kinds of mind-popping campaigns companies like Coca-cola and New York Times can piece together. Aside from throwing money at the problem, these companies were able to come up with videos that changed the way we look at video marketing as a whole.

#1 Data-First Approach

As we’re seeing across marketing as a whole, the one-size-fits-all approach is no longer delivering. A data-first approach can ensure you’re targeting the right audience with the right messaging at the right time in order to increase engagement and conversion. This is why this approach is going to be applied more to video marketing in 2020.

This approach gives brands a better understanding of what works when it comes to their videos, including the best platform, who they need to target and the content of their videos – among other factors. This information can be hugely beneficial when it comes to returns, improving your video marketing ROI.

A number of big brands are now using data to drive video creative and it is paying dividends. PepsiCo is one example of data-driven video marketing delivering results. The company wanted to re-stage the brand Quaker in the UK and used data to inform its video content, resulting in a sales lift of 4.25%. This was 2x the uplift seen with their generic approach.

target the right audience with video marketing

#2 Personalization

Personalization is a huge buzzword right now and is something that marketers not only need to take seriously but also need to get right. Not only do 72% of consumers say they will now only engage with marketing messages that are personalized, 60% of marketers consider personalization to be a key strategy for improving the quality of their leads.

Beyond these statistics, personalization across marketing allows you to build a relationship with your audience by providing them with experiences that are tailored to them. This helps you to stand out from the crowd, giving consumers a reason to purchase and addressing their requirements and pain points.

Through personalization, you’re able to provide highly targeted solutions to consumers’ needs, effectively saving them time when it comes to searching for those solutions and making a purchase decision. You’ll also become a lot more memorable, which is important as more than 90% of consumers are more likely to shop brands that they recognize and who provide relevant offers and recommendations.

#3 Long-Form Videos

We’ve all heard repeatedly that the human attention span is shrinking and is now shorter than that of a goldfish – even though a study disproved this fact a few years ago. This has resulted in many marketers falling back on short-form videos in a bid to inspire greater engagement, but this looks set to change in 2020.

While there’s no denying that shorter videos are easy to consume, especially on the go and via social media, they fail to allow brands to form the emotional connection that makes them memorable to consumers.

In 2017, around 80% of videos were under five minutes in length, however, these short videos tended to drive less than a third of overall engagement in video content. In comparison, videos that were 15 minutes or longer resulted in 50% of audience engagement.

As videos are such a hardworking form of content, using them at different stages of your marketing funnel and across different channels can help make the customer journey smoother and shorter.

Time For Act (and record)

Whether you’re going the DIY route, getting help from agency pros or doing a little bit of both, you’ve come to the right place. Like a lot of marketing, video can be an incredible tool for accomplishing your goals, or an incredible waste of time and money.

Learn as much as you can to build your video library on a smart, successful foundation. Have more questions or need some help with video marketing for your business? There’s no team more excited about video marketing than Impulse Creative. Reach out to us today and let’s talk about leveling up your video strategy.

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