Video content has long been proven to engage audiences effectively on the web. However, when it comes to marketing, simply having video content isn’t quite enough. Most of the videos that companies put out are, let’s face it, pretty dull.
So, before you film your masterpiece, check out these three videos that rocked the boat and got people talking about their businesses.
If you’re familiar with British clothing store Topshop, then you’re definitely a fan of fashion. With 440 stores located all over the world, Topshop specializes in selling fashionable must-haves including clothing, shoes, make-up and accessories. That’s why when the company decided to showcase their London Fashion Week footage live from the runway, customers we’re beyond thrilled. They even embedded a camera in the video so that viewers were able take pictures of the catwalk from their front row seat, feeling as if they were in the middle of the high fashion action.
Key takeaway: Customer participation is everything. Create videos that allow your viewers to interact with you. Ask participants to comment under your video or write a compelling call-to-action in the description so they feel the need to watch and respond. The most important thing to remember is that your customers are interested in your product, so make sure that your marketing videos both allow them to get a unique glimpse into your business and connect with your brand.
Wonderful Pistachios, a popular snack brand used an Internet celebrity called “keyboard cat” to attract customers to their marketing video titled Keyboard Cat’s Wonderful Pistachios Commercial. And while we can’t all make a call to a flash in the pan Internet celeb to help promote our product, much can be learned from this highly trafficked video. The hilarious short made customers laugh while featuring a timely Internet character aka, “keyboard cat,” cracking open a few Wonderful Pistachios. The video may be less than 20 seconds, but it attracted over a million views, helping spread the product’s message.
Key takeaway: Capitalize on timely trends. While it’s extremely important to stay in line with your brand’s core values, it’s easy to find popular topics related to your trade for you to discuss via video. Check out top ranking industry blogs, Facebook pages and Twitter feeds to discover what your customers are currently interested in. Capitalizing on popular topics to spur engagement and help you to make a viral video of your very own.
In 2009, brothers Mike and Dave Radparvar and their partner Fabrian Pfortmüller launched a business called Holstee. While they specialize in selling clothing, the core message they want their customers to know is that Holstee’s products represent is a way of life. Many of their products are made from recycled goods, with 10% of sales going to entrepreneurs in extreme poverty, a tradition Holstee still proudly embraces today.
So when it came to creating a marketing video, it was important for Holstee to stay true to their core audience by focusing on bringing energy and passion to something they love – biking. And so the Holstee Manifesto: Lifestyle Video was born. Some 800K views later, this video continues to resonate with new and returning customers of this now highly visible brand.
Key takeaway: Stay true to yourself and your business. Create videos that show your integrity regarding your products. It’s okay to take a stance on issues that you feel passionately about, because ultimately, your customers will respect you more for your honesty.
Hopefully these videos will provide you with great ideas to help create valuable marketing content. You might think they’re interesting or just plain crazy, but you better believe they grabbed people’s attention!
-Lauren Hill, Volusion