Thousands in Seconds: How video could elevate your marketing strategy
At Elite Room, we talk a lot about the oversaturation of television adverts, and how over time they’ve become less and less effective. There are however still a couple of successful ones that meander their way into public conscience and perform well for their companies. For the hundreds of adverts you forget on a daily basis, there are admittedly still one or two you remember, but why?
Think of a memorable ad you have seen in the past month – how did you find it? For me, it’s the Clean Eating Burger campaign from KFC that’s stuck in my mind – a spoof of the young, enthusiastic lifestyle bloggers in the form of Figgy Poppleton-Rice that has caused a stir. How did I first see it? On Twitter as a trending topic.
The hype that surrounds the big budget long-form video advertisements creates social media buzz. People appreciate the quality of the narrative, the production value and ultimately the fact that the chain doesn’t try to sell any product directly. The product that KFC sells in the advert isn’t revealed until the last two seconds (but I still remembered it!)
In fact, when you analyse all the big ad campaigns of the past couple of years, you’ll realise that many of them have harnessed the power of social media. John Lewis’ ever-successful Christmas efforts pivot on a hashtag (#ManOnTheMoon, for example). A lot of companies are at it and it’s because they realise that television adverts still work if they create a connection with their audience. It’s content they can experience, react to, and share with their friends.
When it comes to modern marketing, content is king, and video has the bigger kingdom. With video, you’re capable of things that you can’t achieve with just words in a blog or a brochure. With video, you can:
- Say what you want to say with consuming so much time, of your own and your customers’. 500 words being spoken in a video is quicker for a customer to take in than if they have to read it.
- Lose the ambiguity. The written word makes it hard to have a clear tone and message – have you ever sent a message to a friend and find they’ve read it completely differently to how you intended?
- It allows you to connect and bring you to the forefront. If your customers can see you speaking on the screen, they can see the human side, which invites more trust and respect.
- Play with aesthetics, such as backgrounds, camera angles and lighting. You can create a mood to match your message and hold onto the attention of viewers.
- Be anywhere. Thanks to platforms such as Youtube, Vimeo and the now-closed Vine, videos can be embedded in any posts. The only thing a customer has to do is click play.
- Put a response out immediately, especially with recent developments in streaming on social media, from Snapchat to Facebook Live. You don’t have to plan – you can set up the camera and go from there, creating discussion amongst customers and answering their questions directly.
Content has evolved from how we know it. We will always have text, audio and video, but how we utilise them and the new capabilities we have in spreading our content is key to maintaining a strong marketing strategy. Don’t be afraid to get yourself out there on video. There’s so many new opportunities waiting for you as there was for Neil and I. If you’d like some inspiration for content, why not have a look at our Youtube channel, and see what ideas you could bring to video.