Tabitha Jean Naylor — March 26, 2018 — March 26, 2018
Video marketing is crushing everything in its path, and if your company tries to resist, it will mow you down as well.
The numbers don’t lie, and they tell us that 82% of people on Twitter watch video content on that platform, YouTube has 1 billion users, and nearly 50% of people who use Facebook and YouTube watch more than an hour of videos every week.
If you’re still in the early stages of formulating your video marketing strategy, take a look at these three examples of video marketing that checks all the boxes.
Dollar Shave Club
When Dollar Shave Club first hit the scene, no one knew about the company, except that it likely offered cheap razors based on its name.
So company founder Michael Dubin decided to introduce his business to the world using a YouTube video with a title that was sure to grab attention: ‘Our Blades Are F—ing Great.’
But it wasn’t just the title that made this video go viral, it was the fact that Dubin narrated the video while walking through the company’s warehouse, which was arrayed with hilarious sights.
For example, in the video, Dubin says his razors are ‘so gentle a toddler could use it,’ and right behind him at that moment is a baby girl shaving her father’s bald head.
Dubin manages to rattle off all the qualities that make his company’s razors a better value than buying them at a store, but because he constantly fills the backround with zany sight gags, you never get bored with the information.
Dollar Shave Club is an upstart, disruptive company, and it’s video is irreverent and imaginative. The takeaway? Create video content that matches the culture and ‘tone’ of your business.
Airbnb
Airbnb has disrupted the hotel and hostel business in a big way, but what sets Airbnb’s video marketing apart is that the company realized that it couldn’t brand itself merely as a service that helps travelers and hosts eliminate the middle man.
It had to brand itself as a community of people from different cultures and backgrounds who were able to meet for a brief time, and learn about each other.
That was the driving force behind the company’s powerful WeAccept video campaign that was all about showing the diverse faces of people who were united by Airbnb.
The campaign was inspired by racist incidents reported by some travelers when they arrived at a host’s residence, but Airbnb didn’t directly address the controversy.
Instead, it marketed the idea of inclusion, acceptance and unity as the principles upon which the company was founded.
By expressing the reason the company existed instead of marketing the service it offered, Airbnb struck a powerful, humanistic chord that resonated with its target audience.
The takeaway is that you can use video marketing to communicate your culture and beliefs without ever having to mention the products and services you offer.
Lowe’s
Lowe’s has branded itself as a home improvement business that focuses on people who are interested in a variety of DIY projects.
Recently, Lowe’s debuted its Holoroom, a virtual reality DIY clinic that teaches customers how to perform some basic DIY projects.
The company released a YouTube video that let viewers see exactly how the holoroom worked, and what made this innovation so special.
The video puts viewers directly behind a VR headset, so they can experience what it would be like to be in one of Lowe’s holorooms, learning how to perform basic DIY projects like tiling.
By recreating the experience, Lowe’s upped the ante on what an instructional or demo video could be, and engaged viewers on a whole other level.
The takeaway is that you can use instructional videos to duplicate the experience viewers would have using one of your products or services. It doesn’t have to be a long video, in fact, shorter is better, but it should be just enough to leave viewers wanting more.
Video Engages All Senses
Video marketing can be more effective than other forms of marketing, because it engages all the senses, and expresses visual images that can capture the attention of your audience. Knowing why you’re creating a video can help you target that video to the appropriate viewers, and elicit emotions that can help brand your business, and drive more prospects to your site.
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