The language of the eye is different from the language of the mind. Should we learn to speak both languages? Visualising facts, data and ideas helps us understand the world, and can reveal the hidden connections, patterns and insight underneath. The combination between Marketing and Video can create unusually good and unexpected results in a purely commercial environment. Here are some interesting facts about the Video Marketing Strategy.

  • According to Wyzowl 61% of the businesses currently use video as a marketing tool. 76% of the businesses who use video believe that it provides a good ROI.
  • 90% of the information presented to the brain is visual (Source)
  • A staggering 98% of users say that they have watched an explainer video to learn more about the product or service. 76% of the users say that they would share a branded video with their friends if it is entertaining. (Wyzowl)
  • 46% of users take some sort of action after viewing an ad, according to Online publishers association(Source)
  • Online posts with videos attract three times more inbound links than plain text posts Having video on the landing page of your site makes it 53% more likely to show up on page 1 of Google. (Source)

Video can increase content engagement – but we know that making videos can be a difficult task. What would you need to create your video content – fancy equipment, editing software or some cool idea? No, that’s not the important thing… You can still create the engaging content using smartphone. The key thing is to spend time on thinking how to develop your story…You need time to explore your audience, to understand its needs and habits, to raise your unique voice. You need to tell a story in the simplest possible way. You need to be more creative and specific. Sometimes you may need years to develop the right content for your brand and the key thing is to keep trying. Some of your trials might achieve some success, others might not, but the learning experience can be very beneficial for your business.

Here are some inspirational video marketing campaigns which made me smile, made me buy their products and made me want to share with you.

The Duel Timo Boll vs KUKA Robot - Respect for being honest

Man against machine. This is a trend topic nowadays. Of course, I would like to see the final result of the game and find out who will win - the unbelievably fast KUKA robot or one of the best table tennis players of all time. From the first seconds my attention was taken. Yet, while I was observing the game something else made me feel engaged. I was surprised to see that the creator of the video has used a deeper layer for telling the story. While I was watching the game, I was wondering what drives a human being to keep going and never giving up. While the robot has the same automated strategy, it was the human who made me believe that anything is possible if you have the right attitude. The final message was really smart. By using the flaws of the product, they actually underline its greatness.
Understanding the problems of your product helps you see through the imperfections and build the perfect content for your video campaign. This is how you will not only achieve engagement but also respect from your audience for being honest.

Reebok: "25,915 Days"- Calculate your days. Challenge your audience

The first time I watched the video I thought about the film “The curious case of Benjamin Button”(imdb). Then I noticed the counts in the background and then I asked myself what did this mean. 25,915 are the days of average human lives and Reebok raise the question how you will experience and perceive them at every age. The general message is like a challenge for us to continuously honor and push our bodies to the physical limit. It's a great way for Reebok to communicate their brand mission and let the customers know they'll be there to cover their athletic gear needs throughout their lives. The next inspiring thing is that when you click on website you could actually estimate your time left and share photos showing how you're honoring your bodies. Pretty cool!

Intel: "Meet the Makers" Series – Macro effect with micro story

As documentary fan, I found the video as a beautiful and uplifting story. Presenting a brand through the eyes of a humble a teenager Shubham Banerjee was a very smart idea because it not only presents the product in a very human way but also communicates better with potential new customers. The video tells the story of how Shubham used Intel's technology to build an affordable braille printer to help more blind people to read. Developing an emotional story of how technology is changing our experiences, increases interest in a way that a traditional, product-centric advertisement couldn't. Some people may say what if I work in the boring industry and their content is not interesting enough to create a video. Guess what? Every business can be made un-boring, the question is how you will find the little extraordinary in the general ordinary. This example is great for showing how someone's micro experience can deliver the macro effectiveness of your product and tell a compelling story.

American Greetings: "World's Toughest Job" - I feel I want to cry or do the action now

The first thing that attracts me to this video was the topic about: The toughest job in the world. I usually like social experiments and this one was one of the intelligent and engaging video campaigns. I immediately connected with the interviewees and tried to guess what this brand is for. Then the twist at the end was very cool and made me think about many things. The audience is more likely to stay engaged throughout your content when they can't predict the outcome. This is what smart video content should do – keep you curious. The campaign by American Greetings is another excellent example of emotion-driven marketing. I feel I want to cry…

BuzzFeed for Purina: "Puppyhood" - Delight and Achieve

My first thoughts were related to the comparison with the film “Her”(imdb). The video content is simple but very entertaining. It is interesting how you could get inspiration from the average customer’s daily life and develop a story that shows the customers the positiveness of the product. Creating a video that shows your product without making it feel like an ad is an effective marketing trick. In this way, the video delights its viewers but also achieves its marketing purpose.

Marketers or visual thinkers? Think twice. Marketers should not only fulfil the typical role, to make sense of the marketing strategy, but also perform as ‘visual thinkers’, to help communicate with their audience. The best part is the video can work in nearly any industry or any niche. With the right voice, the right content and the right distribution, you can start using videos as a solid way to grow your business.

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