Category: Video Marketing

Content Marketing

Why You Need to Use Video Marketing

Video delivers the experience that most customers prefer, which makes it a must-have for marketing.

Authenticity, storytelling, engagement. These are all terms that marketers now attempt to incorporate into their campaign strategies to really connect with and motivate audiences.

All those are attainable with good video content. That is what makes it your secret weapon for engaging your audience.

Hand someone a whitepaper, and you have to pay them to read it. But everyone enjoys a good story. If you can bring that story to life by showing it through video rather than merely telling it, so much the better.

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That’s why video use keeps growing among marketers who recognize its effectiveness.

When you put out content that engages, you’re directing your audience toward the first step of the customer journey.

According to Wyzowl’s 2020 State of Video Marketing Survey, 66% of us identify video as our medium of choice to learn about something. That’s far ahead of the second most popular category – articles, posts, or text on a site – that is the choice of 18%.

In anticipation of this year, 86% of people said they would like brands to serve more video content. Among these, 36% prefer to see explainer videos, and 14% would like product demos. Customers find good videos more relatable and are more apt to share them than other forms of content.

As Vidyard, one of the video services available to businesses, reported, “Campaigns incorporating video routinely have higher engagement than campaigns with static assets and video-based assets have proved to be easier for customers to digest and share.”

More marketers have gotten on board

That’s why over the past few years, more marketers have come to recognize its power to engage their audiences and deliver more effective branding impact. They realize that video marketing has shifted from a possible addition to a central component of a comprehensive marketing strategy.

Seeing its ROI certainly contributes to the adoption. Back in 2015, only 33% of marketers believed they were getting a positive ROI from video, according to Wyzowl. By 2019, 88% were on board for the ROI. This is not just about general awareness.

In fact, 80% attribute increased sales to marketing video content. On the consumer end, 84% report that watching a brand’s video is what made them decide to buy what it’s selling.

Why isn’t everyone using video leads?

As using video content in marketing delivers such obvious benefits in terms of engagement, driving more traffic to your site, and even increasing conversions and sales, the question is what’s keeping everyone from adopting it?

The answer emerges from those who explain what made them take the leap. Close to half of those who only began to use video in 2019 said they did so then because the technology is now in place for quick and easy video content creation, according to Wyzowl.

It’s possible the other half was hesitating about adopting a medium that calls for having a story to tell. Businesses often make the mistake of thinking their brand doesn’t lend itself to an interesting story.

How to show – not just tell – your brand story

Every business has its own unique stories to tell. You  don’t have to limit yourself to what you sell; you can bring out your one-of-a-kind nature with a feature on your people, your culture, or even the customers you serve.

Here are four different angles for marketing videos that convey authenticity and establish a connection with your audience that were produced with Wistia’s service:

Tell your product’s story

Niche Modern, a lighting fixture fabricator, uses video to show the creativity and craftsmanship that goes into each hand-blown glass lighting pendant. The video opens with “Every handmade product tells a story. This is ours.”

Demonstrate your product in action

Wipster is a video review and approval platform that removes the tediousness of annotating frames. Rollo Wenlock, Wipster’s founder not only talks about the features but brings in dancers, music, annotations, and suggested cuts, making the most of video’s capabilities  to show what his product can do in just 30 seconds.

Tell your people’s story

David Delmar, Founder and Executive Director of Resilient Coders, introduced Soapbox to his students to allow them to showcase their work and who they are with the split screen feature: “You get a sense for who each student is as a person and as a potential colleague, something a faceless GitHub profile could never do,” Delmar observed.

Tell your customers’ story

Stephanie Capouch, Senior Director of Corporate Marketing at Conga, used Soapbox to launch her company’s podcast, Agents of Change. She explained that while most companies that feature client stories give themselves the starring role, they decided to take a different approach:

“The role Conga plays may come up, but that’s not our end goal. It’s really about them, the work that they’re doing, and their story.”

Customer marketing challenges and opportunities

Using video to track the customer journey

For marketers who think that engagement is nice but doesn’t necessarily translate into conversions, there are integration tools to track your audience through every stage of the funnel.  Vidyard outlined how that can work in How 5 Videos Drove $6M in Revenue for One Construction Tech Company:

Though the first video and the teasers are not gated to extend reach as much as possible, the ones beyond that are to enable the business to track the customers. In the case discussed, the gating allowed information taken in through Marketo forms to be paired with Vidyard’s viewing data.

The integration is key to being able “to apply a lead score for MQLs in Marketo based on length of video and percentage viewed.” They also would follow up on the top leads through a Marketo and Salesforce integration to follow up with a Salesforce campaign. That would then be tracked within Salesforce.

Now a number of companies offer various levels of marketing integration that allows businesses to derive meaningful analytics on their audience’s video consumption. As the base price of some of these is free, there really is no reason for any business not to capitalize on the engagement potential of marketing videos.

The post Why You Need to Use Video Marketing appeared first on Post Funnel.

Marketing

The Top 5 Reasons Brands Make Videos [New Research]

Video is fast-becoming the preferred tool for most marketers to connect with and reach new audiences.

Video marketing is undeniably effective, too — in fact, including a video on a landing page is capable of increasing conversion rates by over 80%, and the mere mention of the word “video” in your email subject line increases open rates by 19%.

But, even if you already know about the importance of video, I’m willing to bet you aren’t completely aware of how other brand’s are using video … or, more importantly, why.

Each business will use video for a completely different goal — ranging from increasing brand awareness, to boosting SEO.

Here, we dove into new research from Wave.video to explore the top five reasons brands use video. Hopefully, these statistics will inspire you to use video in new, unique ways in 2021 and beyond. Let’s dive in.

1. Brands use videos to increase brand awareness.

Video can help your business reach new audiences and attract new viewers to your social media pages and website, which is likely why “increase brand awareness” is the number one reason brands use video.

Take this video from Tasty, a Buzzfeed brand:

Ultimately, Tasty’s video isn’t meant to sell any products (at least, not directly) — instead, it’s simply meant to entertain new audiences and, ultimately, increase awareness of Tasty’s brand.

2. Brands use video for new sales.

Consider how you might create entertaining or informative videos with the sole purpose of increasing brand exposure. Ultimately, brand awareness can foster trust and increase brand equity, so it plays a critical role in your company’s bottom line.

To highlight this point, let’s start with an example. Take a look at this video, highlighting Kate Hudson’s company, Fabletics, below:

While at first glance it might look like a somewhat-random video of Kate Hudson running through the Aspen wilderness, it’s actually an effective example of a video with the purpose of increasing sales — without appearing like, well, an ad.

For instance, while the video portrays Hudson in a range of workout gear from her October Fabletics collection, it also incorporates an exclusive interview with the celebrity to discuss family, nature, and growing up in the mountains. Add in a gorgeous Aspen backdrop, and viewers might be fooled by the true purpose of the video: to sell Fabletics clothing.

Consider how you might also create a unique, compelling video to attract new prospects and even close sales deals.

3. Brands use video to grow a social media community.

Did you know that four of the top six channels on which global consumers watch video are social channels?

Ultimately, many marketers use video to attract visitors to a company’s social pages.

Consider, for instance, this #ShaveItOff video by Gillette partner The McFarlands:

@the.mcfarlands

The scruff was getting rough. It was time to ##ShaveItOff and now it’s your turn ##GillettePartner

♬ Grammarg – BLVKSHP

While the video is undoubtedly entertaining to watch, it also serves a powerful purpose: to send some of The McFarlands’ 2 million followers back to Gillette’s own social channels. Best of all, the hashtag #ShaveItOff can be found on Gillette’s Instagram page as well, ensuring viewers can find the brand regardless of which social channel they prefer.

4. Brands use videos to educate customers.

Video can be an incredibly effective tool for education.

HubSpot Academy, for instance, often uses YouTube as a platform to educate its viewers. Oftentimes, HubSpot will even collaborate with thought leaders like Seth Godin to add a new perspective on a topic:

Many people learn best through visuals, which is why video can be a phenomenal tool for educating prospects and even customers.

Consider how you might incorporate educational videos into your own content strategy in unique ways – for instance, perhaps you include video demos for interested prospects, or how-to tutorials for new users of your product.

5. Brands use video to build brand authority.

Similar to the reason listed above, the fifth reason brands use video is to build brand authority on a subject, and demonstrate expertise.

Ideally, this means when people are searching for help on a certain topic, your brand will show up. After watching your videos, if viewers feel they’ve gained unique insight, they’ll trust your brand more and explore other offerings.

Consider what happens when I search “How to run a vlookup” in Google. When I click on the video section (since I prefer learning about vlookups through visuals like video), Microsoft is the first two video results:

video search results for how to run a vlookup

In this example, Microsoft is demonstrating its brand expertise when it comes to its Excel product — and, more widely, anything related to technology and data. This provides Microsoft with a good opportunity to showcase its brand authority while attracting new visitors to its website.

And that’s it! The top five reasons brands make videos. Take a look at The Ultimate Guide to Video Marketing to learn more about how you can create a powerful video marketing strategy for your own brand in 2021.

Marketing

What Video Marketers Can Learn from 5 Memorable Australian…

By September of 2019, nearly 60% of Australia’s population was on YouTube.

With internet and social media usage increasing in Australia, the percentage above is likely to grow.

Like people in many other countries, Australians embrace video when it comes to learning new things, entertaining themselves, or even researching new products. Now, with growing access to the web, mobile data, and all sorts of online video platforms, video is more readily at Australian fingertips than ever before.

At this point, if you’re a marketer for an Australian company or an international brand looking to gain awareness in the region, video content or video ads could be solid tactics for you.

But, if you’ve never made a commercial or marketing video for your brand before, you might ask yourself, “Where do I even start?”

One of the best ways to learn how to effectively sell your brand or product through video could be watching commercials from your region’s most successful brands.

By looking at some of the most iconic Australian commercials, you can learn about storytelling styles and other video marketing tactics that nurture national or global audiences from the TV or computer screen to stores.

And, even if you don’t have the same video budget as a big brand, you can still use their content to consider similar, but more scaleable video strategies.

To help Australian or international marketers in their quest to create compelling video marketing content, here are five great Australian commercials that you can use for inspiration.

5 Iconic Australian Commercials Marketers Can Learn From

“Big Ad” – Carlton Draught (2006)

Carlton Draught’s biggest commercial, produced by Young & Rubicam — formerly George Patterson & Partners, places the viewer in the middle of a blockbuster movie war scene with the mountainous Australian landscape in the background.

As Big Ad begins, one large group of men in red robes walks swiftly towards an incoming group of men in yellow robes. As they get closer to each other with a quickening pace, they sing the words, “It’s a big ad. Very big ad. It’s a big ad we’re in,” to the tune of Carl Orff’s epic work, “O Fortuna.”

As the ad and song reach their climax, the men run towards each other at full speed as they loudly sing, “It’s a big ad! For Carlton Draught! It’s just so freaking huge! It’s a big ad. Expensive ad. This ad better sell us some bloody beer!”

As the thousands of men run closer to each other, viewers see that they’re not actually rushing into a huge battle. Instead, from a sky view, viewers can see that the men wearing red are shaping the image of a man drinking beer, while the men in yellow are shaping the beer glass and the beverage going into the man’s stomach. The ad ends with close-up shots of the robes men in the group holding out Carlton Draught beer.

The Carlton Draught commercial so memorable because it hilariously and tastefully mocks the ridiculously high-budget commercials, as well as the advertising world, while still spreading huge awareness for Carlton Draught.

When reflecting on Big Ad and the ad industry, a post from O’Reilly notes the epic TV commercial style has “been a central feature of advertising for decades. Its defining characteristics are a dramatic setting, a huge cast, significant dollops of post-production, and a rather po-faced disposition. All of which makes it ripe for satire.”

The spot was also part of a broader spoof campaign that mocked the grandeur and masculinity in beer industry advertising. Two other ads within the campaign, titled “Made From Beer,” told stories of how science, technology, and horses were involved in the brewing process as well as how all men needed a canoe to seem masculine.

Big Ad, which might be the most memorable commercial in the George Patterson campaign, went on to win a Gold Lion and was nominated for the Grand Prix at the 2006 Cannes Lions Festival.

“Not Happy, Jan!” – Yellow Pages Australia (2000)

Before the internet, brands around the world relied on the Yellow Pages, a book filled with local business ads and phone numbers of individuals with landlines in the immediate area. And, even though some regions don’t rely on the Yellow Pages to find all the local contact information we need any more, we can still get an idea of just how important it was to local businesses from the ad below.

In the commercial, a frustrated boss played by comedian Deborah Kennedy flips through the Yellow Pages and calls a scared employee named Jan into her office. Kennedy’s character asks Jan why their company’s ad isn’t featured in it. Jan panics, runs out of the office, and down the street realizing she forgot to order the Yellow Pages ad.

Kennedy tries to remain calm, counting to ten until she runs to the window bursting with anger. She stares out the window at Jan running away and yells, “Not happy, Jan!”

The ad, produced by Clemenger BBDO, wasn’t just funny and entertaining to viewers. It also became iconic in Australian culture. Shortly after airing, the phrase, “Not happy, Jan” became heavily used in vernacular when Australians wanted to jokingly show disappointment related to someone’s incompetence.

In a Daily Telegraph interview, Kennedy explained that the phrase “Not happy, Jan,” was “like swearing at your kids without swearing. It just took on a life of its own … it was everywhere.”

Although people in some areas barely use the Yellow Pages, this ad’s storyline still feels timeless and entertaining. Why? Because it cleverly uses humor and relatability to show a need for its product.

Odds are many people have dealt with a bad boss, forgetting to do something important at work, or a need to use the Yellow Pages to learn more about a local business. Similarly, many entrepreneurs and marketers in the 1980s through the early 2000s considered or purchased ads in the Yellow Pages. This ad tells a story that most of its viewers could relate to.

“I Can See the Pub from Here” – XXXX (1988)

Before it was rebranded as XXXX, Castlemaine XXXX’s early beer commercials often showed rural Australian residents, farmers, and construction workers getting into humorous, but dangerous, situations just to get ahold of XXXX beer.

After a wild scene, a narrator would read the edgy tagline, “Australians Wouldn’t Give a Castlemaine XXXX for Anything Else.” Since the tagline was a play on a commonly used phrase curse word, the ads insinuated that Australians wouldn’t care so much about any other beer or thing.

Below is one memorable 1986 ad where two cowboys are riding through the Australian landscape when one’s horse gets spooked by a snake and tosses him off a cliff.

The cowboy’s friend jumps off his horse and clumsily falls down the cliff trying to find his friend who’s loudly calling out to him. After the friend continues to fall dramatically down the cliff to reach the other cowboy, he gains his footing and yells, “I’m coming, Snowie!” He then falls down a hill, faceplanting into a tree. At that point, the cowboy who fell off the cliff first yells “Up here!” as the other cowboy looks up confused.

In a funny turn of events, the cowboy who first fell off the cliff is shown nearly unscathed, pleasantly holding on to a tree. He looks at his disheveled friend who’s just fallen hundreds of feet down a cliff to save him, smiles, points, and says, “I can see the pub from here.”

The camera then points to a middle-of-nowhere pub as Castlemaine’s iconic tagline appears:

This campaign, conceived by the agency Saatchi & Saatchi, is effective because it tells an exhilarating story that pulls viewers in, makes them laugh, and ultimately ties back to the main product: beer.

This is a great example of how marketers can use creativity to produce a fairly simple add that gains memorability and awareness all around the country.

“Louie the Fly” – Mortein (1962)

For years, Australians have followed Louie the Fly, an insect who constantly gets killed off in Mortein bug spray commercials. But, decades before the fly was modernized as a full-color cartoon, he was just a basic, hand-drawn animation in the classic black and white ad that introduced him below.

In the commercial, Louie the Fly introduces himself with a fun jingle. He sings, “Louie the Fly, I’m Louie the fly. Straight from rubbish, tip to you. Spreading disease with the greatest of ease. Straight from rubbish, tip to you.”

As the fly sings, he also digs through garbage and dances around a messy house.

In the climax of the ad, he sings, “I’m bad and mean and mighty unclean. Afraid of no one, except for the man with the can of Mortein.” Then, he turns around to see a can of Mortein spraying him. He looks scared, fades off-screen, and then dies as another singer enters the jingle with, “Poor dead Louie. A victim of Mortein.”

After the jingle, Mortein’s products are shown as the spokesperson explains that its ingredients safely and effectively kill pests in the home.

While this ad’s animation and jingle might feel pretty basic today, it was innovative for its time — and incredibly risky due to large production expenses. To bring Louie the Fly to life, Mortein’s agency, McCann-Erickson, needed help from musicians, sound engineers, animators, and voice actors.

Luckily, audiences enjoyed Louie the Fly — enabling him to be a notable fictional character in advertising. Even in recent years, Mortein has created ads that continue to show him getting killed off by bug spray products. They even dedicated a page of their website to him in the early 2000s.

Most recently, Louie the Fly’s jingle was inducted in the National Film And Sound Archive of Australia’s Sounds of Australia registry,

“Mortein ads still feature the unmistakable tune of the original jingle. And while everyone’s favourite gangster fly shows no sign of disappearing …, the fact that the jingle is now part of Sounds of Australia means it will live on at the NFSA for future generations to enjoy,” states a post on NFSA’s site.

While Mortein’s ad required a high-budget decades ago, marketers with smaller budgets can still take a note from them today. The commercial above is a great example of how a creative storyline or simple jingle can highlight the value and need for a product.

“Happy Little Vegemites” – Vegemite (1956)

Although Vegemite was invented and sold in Australia as early as 1922, it didn’t get its first commercial until the 1950s, after it had already become a common Australian ingredient eaten by residents and members of the Australian military during World War II.

While many of the commercials on this list use humor to draw audiences, Vegemite’s iconic 1956 ad, produced by Wunderman Thompson (formerly J Walter Thompson), thrived on circus entertainment. In the commercial, children dressed like animals, clowns, and “little Vegemites” sing, dance, and do light circus stunts to Vegemite’s original jingle. Behind them sits a large jar of Vegemite.

Vegemite’s jingle explained how commonly Vegemite was used as a meal spread and the health benefits it could provide to children. Here’s just one excerpt.

“We all enjoy our Vegemite for breakfast, lunch, and tea. Our mummies say we’re growing stronger every single week. … We all adore our Vegemite. It puts a rose in every cheek.”

As the children finish singing the jingle, a girl sings, “It puts a rose in every cheek.” The camera cuts from a close up of her in costume to a close up of her at the dining table eating a meal covered with Vegemite. Then, a narrator explains that Vegemite is a great source of vitamin B12, adding, “Be sure you put Vegemite next to the pepper and salt whenever you set the table!”

Today, Australian marketers still look back at this commercial for how iconic it was. While middle-aged Australians might know parts of the song by heart, others have adopted the term, “Happy little Vegemites” as an ironic way to describe a group of people who are satisfied with something.

Although Vegemite’s ad was made nearly 70 years ago, it’s still timeless and effective.

First, it pulls a viewer into the action by showing them a fun circus-like song and dance. Then, it educates viewers on the health and taste benefits of the product. Finally, it ends with a clip of a happy girl enjoying Vegemite with her meal, which might have been relatable to the many Australians who had already eaten or heard of Vegemite by this point.

Creating Memorable Content

Whether you’re a marketer in Australia or any other country, you can learn a thing or two from all of the iconic Australian ads above. Even if you don’t have an agency or a huge video budget to produce content, here are a few tips you can scalably follow:

  • Be relatable: One thing Australian commercials do well is create situations that viewers can relate to, such as a pesky fly in the house or the stress of an angry boss. Consider content or video storylines that will allow your audience to identify with your brand.
  • Leverage humor: One great way to develop a sense of relatability, while also entertaining your audiences is with humor. This is why many Australian marketers emphasize it within their content.
  • Present a value proposition: An ad is no good if people don’t understand your product or what it does. Although the ads above place viewers in entertaining scenes or storylines, they still weave in descriptions of what their product is, why people need it, and what makes it unique.

Want to see more effective examples of Australian advertising campaigns and marketing tactics? Check out this post which highlights some of Australia’s recent award-winning campaigns.

To learn more about video marketing, you can also download the free resource below.

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