The web video marketing revolution in recent years has
given new brands a great opportunity to launch with a splash and build a
business off the strength of one amazing video. Likewise, it's taught
established brands that they can use the compounding effects of video marketing to grow
their business, day by day.
The magic is in the execution. Marketers who excel at
video campaigns are seeing higher view-throughs and open rates, with increased
search rankings and substantially more leads and conversions winding their way
into their CRMs.
Let's take a look at a mix of brands that have moved to
video to transform their businesses.
America's 2nd-largest home improvement brand has been
consistently producing engaging video content as part of its overall marketing
efforts. Do you remember back in 2013-2014 when Lowe's
quick clips about home fix-it jobs were a smash on the then-hot Vine
network? Lowe’s set out to prove that a simple 6-second video could help people
with their home improvement tasks. Its agency, BBDO New York, produced a bunch
of Vines around the message “How can we help people improve their home in just
6-seconds?”. The resulting campaign was very successful, helping to win the
agency a Clio Award and a
"Best in Show" at the 2013
Lowe's has since expanded to videos on Facebook, Pinterest
and Instagram Stories, where Lowe's worked again with BBDO to create 64
1-second videos on Instagram Stories for a 35-second clip. The clip went
viral, brought new fans to its Instagram site, and showed IG users a fun way to
tackle a household task using products from Lowe's. The big win for
Lowe's is increased recognition on social media, and how video can show the
ease and practicality of DIY fix-it jobs to a new generation of homeowners.
Here’s an excellent example of a single video responsible
for exploding a small business. Squatty Potty was a product that used a cute,
whimsical approach in its video ad to improve a simple physical function. With
bright colors, a unicorn and a handsome actor playing a knight, the Squatty
Potty video was THE viral video sensation of 2016. And the results? Squatty
Potty realized a:
600%+ increase in online sales
400%+ increase in retail
66 Million views in 4 months
1 Million Facebook shares in 4 months
From the beginning, the attributes of Red Bull have always been a daring
spirit, a quest for adventure and a passion for physical fitness, all in the
name of selling energy and fun. Red Bull has made a name for itself on the
branding stage by using video consistently over the past few years, so much so
that it's now considered a media/news company. Its Red Bull Adventure series
highlights people espousing its brand values.
Red Bull has been successful with its video marketing
strategy because it has consistently provided great video content for its fans,
followers and product partners. Month after month, the company pushes out great
content, keeping its brand name at the top on Tubular Insights
With nearly 90 million views on Instagram in December
2017, and almost 40 million views on YouTube (per Tubular Insights),
Red Bull is one of the world’s most recognized brands for its use of video
marketing success. Credit that to a great hub of content, dedicated, passionate
followers and a video marketing strategy that just won’t quit.
Two years and running, this remarkable video ad for
Chatbooks has produced over 16 million views on YouTube, and nearly 470,000
shares on social media. Chatbooks is a mobile app that makes quality photo
books from your phone. They needed a video that would propel their photo book
concept to new audiences.
This clip works because it portrayed a realistic (and
funny) mom who wanted a simple solution for photo books for her moments with
her kids. Chatbooks was the answer. The mechanics of the video made it extremely easy for people to install the app on their phone and get it while watching.
way that marketers can use video is through their sales teams. Instead of
working the sales channels through presentations and email follow-ups, a few
innovative firms have used ‘selfie sales videos” to meet face-to-face with
prospects and try to nurture interest.
Terminus, an account-based marketing agency in Atlanta,
found that using selfie videos with prospects was lifting their engagement
levels past 50%, a remarkably high number of efforts in the sales trenches.
See this clip below from a Terminus sales rep that is a masterful
follow-up to a prospect’s noted interests.
As you can see in the examples, one amazing video, or a
consistent use of video over time, can have a transformative impact
on a business. More consumers are watching video and basing their purchases on what they view online. Companies looking to ramp up their marketing efforts in 2018
should look to getting creative with video marketing.