Archive: April 21, 2014

5 Different Corporate Video-Marketing Campaigns that Went Viral

If you’re planning a video-marketing campaign one of the first things to think about is:

What format will you use for your branded video-content?

Here are 5 different video formats used in viral corporate videos. If you’d like to discuss how these formats can be used in your own corporate video production, give us a call.

1: Show Your Product in Action

Back in 2006, Blendtec developed a viral video-marketing campaign to show its products in action. Whilst there was nothing new about the concept of these “infomercials” the company added an excellent and unexpected element which caused these corporate videos to go viral.

Instead of blending just the usual ingredients, Blendtec tests items like iPads, paintballs and even a skeleton…


It demonstrates the impressive nature of the product with enough novelty and entertainment that encourages viewers to share, like and engage.

2: Educate Customers

Dumb Ways to Die is an animated video which acts as a public service announcement campaign for Metro Trains in Melbourne, Australia.

It educates users of the service about rail safety.

The catchy music and humorous animation saw this video explode virally and is currently nearing 40 million views on YouTube

3: Share a Powerful Story About Your Service

A very recent video (January 2013) is going viral because of its emotional and powerful story.

Hope for Paws shows an employee in action trying to save a stray dog. While there is a novelty aspect of using an iPhone to help save the dog and her puppies, it’s the ability to capture this emotion on video which makes this so compelling.

 

4: Increase Customer Engagement Through Social Media Interaction

This corporate video-marketing campaign for Tippex generated has 20 millions views and 50,ooo subscribers to its channel.

The premise? Well, you get the most fun from watching and interacting with the video, but basically you can change the ending of the video (and see multiple endings) because Tippex lets you “rewrite” the original concept.

 

5: Use Employees and Customers to do Something Remarkable

Bensons Beds gathered together employees to attempt a world record for human mattress dominoes.

It features the product prominently, but most of all it got attention to the brand from around the world and resulted in plenty of media and publicity.

Why? Because what they did was newsworthy.

What do you think? How could you incorporate these ideas into your own corporate video? If you’ve got some ideas and want to bounce them off us, we’d love to chat.

How to Use a Corporate Video on Your Company Website

If you’re thinking about using video as part of your online digital strategy, a question you may have is where to put your videos on your site once they have been produced.

While every video-marketing campaign is different, here are a few ideas to help you decide where you want to display your corporate video.

How can you use your corporate video creatively on your website?

How can you use your corporate video creatively on your website?

As a home page welcome message

Using a video on your home page is a great way to convey your important company message within a few seconds. Video is eye-catching and engaging and presents a story much faster than written content.

In your welcome video you can mention who it is you help, what you do, and why your customers love you.

For testimonials

Video testimonials are a way of sharing compelling customer stories that sell your services, without being overly pushy or ‘salesy.’

Consider using testimonials from live events, or from happy customers, or even suppliers. By sharing the story of your product from an end-user’s point of view you get to shine the spotlight on your audience rather than your company.

Doing it this way lets you showcase your talents, without alienating the viewer by being too company-centric.

On your events page

A video that gives people a feel for your live events can be a powerful way for viewers to imagine and visualise what it would be like to attend in person.

By showing high-quality shots of the venue, speakers, attendees and surroundings, you can capture the vibrant atmosphere and transfer it to video to share with potential customers.

On your services page

Sometimes showing your customers how you work can be more effective than explaining it. By showing the care and attention that goes into producing your product you can increase the value of the product or service in your customer’s eyes.

Video can also tell a story about your services, with a micro-documentary for example. Creating a compelling narrative about what you do as a company or organisation can increase online engagement and the chances of viewers sharing your video online.

For more information about the different ways you can use your corporate video online, please contact us.

The Mistakes That Kill Video-Marketing Campaigns (and How to Avoid Them)

Video-Marketing is a powerful medium. just this week we looked at how Orbitz were using video after discovering travel bookings increased 45% and 74% after watching online videos.

More companies are investing in video-marketing campaigns, and when your company decides to do so, you want to make sure that you are seeing a return on investment.

That’s why we’ve composed this brief list of mistakes we see happening in corporate videos which can result in a lot of wasted time and money.

As always, if you want to talk about how to get the best investment from creating cinematic-quality corporate videos and digital-marketing campaign, give us a call.

Irrelevant or Boring Content

One of the biggest fears of investing in a corporate video is that once its produced, nobody wants to watch it.

Irrelevant or boring content happens when you don’t have a clear idea who your target market is and what information they need.

There is a myth that certain subjects or topics are automatically boring. To the right person, when presented in the right way, any subject can be fascinating.

As a video-marketing team, our focus is to ensure the content of your corporate video stays on track with the interests of your target audience.

Here are some of the methods that you can use to make sure you avoid this mistake with your corporate video:

  • Create a thorough customer profile for the purpose of your video. Unless you know who it is you want to reach, your content won’t connect with your target audience.
  • Outline the value of the video for your customer. Viral Corporate Videos are ones that are valuable to the customer. This might be because they are entertaining, or help the viewer solve a problem (as in a tutorial), or are uplifting and inspirational. Your video must have value to the viewer if you really want people to share and engage with it.

Entertaining… But Doesn’t Convert

One of the dangers of corporate video-marketing is creating a campaign that is entertaining, but has no knock-on impact that benefits your company.

Ask a group of people to recall some of their favourite adverts and you’ll find that people can recall videos that made an impact in some way. Ask them if they can remember the brand or if they use the brand featured in these videos and you can see the real problem with a lot of videos made today.

They’re fun to watch, but the viewer forgets the company and isn’t compelled to buy…

So how do you avoid this trap?

  • Combine entertainment while reinforcing product performance. Blendtec’s viral video-marketing campaign is an excellent example of this.
  • Tie the product directly to the source of entertainment. Make sure your storyline is relevant to the product. Using puppies to promote a dog rescue service works. Using puppies to promote a mobile phone may not be the best choice.

No Emotional Connection

Connecting emotionally with your audience is a smart sales strategy for your business. People are moved by their emotions, and just about every purchase is made based on a “gut” instinct which is then reinforced by the facts and features of the product.

Even if you’re in the B2B industry, clients aren’t moved by facts alone. The powerful B2B marketing phrase:

“Nobody ever got fired for buying IBM equipment”

Demonstrates the sales influence of fear, uncertainty and doubt in corporate sales.

What you don’t want to do is invest in a corporate video just to give the dry facts and figures about your product. Without an emotional connection, your product or service will fail to have an edge over the competition.

When commissioning your own video-marketing campaign, consider the following:

  • What emotion is important to the buying cycle of your customer? Are they interested in feeling secure and safe with the purchase? Are their buying instincts based more on being inspired, or even entertained?
  • Is the emotion you’re encouraging related to your product? Simply encouraging your customer to “feel” something isn’t going to work if its irrelevant to your product. Orbitz videos sparked an emotion of adventure or tranquility which matched the relevant holidays. What emotions match your product?

No Focus on the Benefits

As with traditional marketing, one of the biggest mistakes is to focus too heavily on features, and not enough on benefits.

But what does this mean in video?

With corporate videos you have the unique ability to provide a visual experience of what it is like to use your product. If you don’t use this to show your customer how your product can change their life, you’re missing a great opportunity.

How do you know if your corporate video is focused on the benefits?

One of the best ways is to include footage demonstrating the end result of your product.

This might be demonstrating the success of communication within business aviation, or providing a snapshot of what it’s like to attend a college.

Fails to Make Best Use of the Video Format

Video is a powerful sales tool, and too often companies are let down by corporate videos that simply “point and shoot” to tell a story.

You’ve probably experienced this watching other videos. Things seem wooden as employees or customers simply stand in front of the camera and tell a story that might as well be written down.

Video opens up so many more opportunities to ignite your viewer’s imaginations. We want to cry when a company has a great product but is let down by a poor video.

Here are a couple of tips from us to make sure this doesn’t happen to you:

  • Use motion graphics and animation to keep attention when you communicate your marketing message.
  • Use music and motion graphics integrated with live film to create a lively and active video experience.
  • Avoid the “point and shoot” technique – When hiring a video production company make sure they have experience of film techniques to give your corporate video a cinematic quality.

These are just some of the mistakes we’ve seen in corporate videos today. If you’ve got any concerns about your own company video please get in touch and we’ll happily give you some advice.