As an online marketer, you cannot afford to stand still.
If you do not embrace new trends, you will get left behind by your competitors. Don’t let your brand be made to look old-fashioned and out of touch!
Let’s take a look at some of the best marketing videos that were published recently.
Doritos makes some of the best marketing videos in the world. Their brand is well-known, wacky and entertaining and they use their reputation to their advantage. The Goat 4 Sale (https://www.youtube.com/watch?v=4d8ZDSyFS2g&list= PL6ooELdp4bpjY8qm3_nwpbDIxphodPCrL&index=4) video is short (a mere 30 seconds), snappy, and memorable. There is no sales pitch, and there are no spoken words, but the video still conveys the message of the Doritos brand effectively.
Another good online marketing video is the Beercade video. The name of this video – The Last Barfighter – is a riff on the old movie The Last Starfighter (https://www.youtube.com/watch?v=eib5CGdHxr0&list= PL6ooELdp4bpjY8qm3_nwpbDIxphodPCrL&index=3), and it does a good job of evoking memories of that movie amongst the ad’s target demographic. The video was made by The McKinney Ten Percent. All employees of the ad agency are given the opportunity to spend 10% of their time on non-client projects, and this project was certainly a success.
Perhaps the best marketing videos in the world, however, are the ones produced by Dove. The Dove Campaign for Real Beauty has been running for many years, and the ads that they run have attracted millions of views from men and women around the world. The campaign for real beauty (https://www.youtube.com/watch?v=litXW91UauE) is powerful and is something that most people can identify with. The campaign is popular because it makes a statement, rather than simply focusing on promoting a brand.
Emulating These Successful Videos
The videos listed above have relatively high production values, and it would be difficult for a small business owner to emulate them. However, you can still learn a lot from what they have achieved. Doritos does a good job of playing on humor. The Beercade video embraces a theme and does it well, and Dove has picked a powerful message that strikes a chord with a huge demographic and has made it a part of their brand identity.
As an online marketer, you should choose one thing and do it well when you are engaging in online marketing. Do you want to be the expert, the trustworthy guy next door, the company with a great sense of humor, or the one with a good social conscience? Ideally, you would possess more than one of those good qualities, but in the short term, it is better to work on one at a time. Build up a reputation in one thing until your brand image is cemented in the minds of consumers.
Producing a Quality Video
The best marketing videos are ones that seem to speak directly to the viewer. Your videos should be professional looking but they don’t need to have fancy special effects. As long as your audio is of good quality, the video looks like it was recorded on a real camera rather than a camera phone, and you use a tripod while recording, the video should look fine.
Ideally, you should record the video in a tidy, quiet area and make sure that you do not get interrupted. Don’t worry about hiring actors or reading from a script. Talk naturally, and let the video flow.
It may take a while to figure out the perfect formula for your marketing videos. This is another reason why it’s not a good idea to spend a lot of money on making your first few advertisements. Start simple and keep track of your viewer figures and conversions. Post a new video once a week, or once a fortnight, and listen to feedback from your viewers.
Watch video content produced by others in your niche and take on board what works and what does not. There are tens of millions of videos out there – learn from the mistakes of those who have come before you, and you will soon get to enjoy YouTube marketing success.