Happy Birthday YouTube! One of the most recognised and well-used URLs in the world was activated on 14 February 2005, and in just eight years, has grown into one of the most powerful broadcasters in history.
It streams an incredible four billion (plus) videos per day; from piano-playing cats to disturbing frontline footage taken by Syrian rebels. It can make global superstars overnight; from the ubiquitous Gangnam Style (over one billion views) to Fenton the dog.
And businesses big and small are hungry to make the most of this dynamic and fast-moving medium.
The marketers holy grail of course is for their video content to go viral. With an accountant-pleasing media spend of zero, their marketing message has the potential to be seen, and more importantly shared, by millions of potential customers across the world. A marketing wet dream if ever there was one.
Although viral success can never be guaranteed, it does happen.
In 2012, Bodyform released a beautifully witty and self-mocking video 'apology' in response to a (fake? or genuine?) customer's feedback. Over 3.6 million hits plus extensive PR on the back of it.
But, with few exceptions, successful marketing through YouTube or Vimeo requires the same level of thought, planning, creativity, attention to detail and production values as any traditional TV or radio advertisement.
This ethos of quality in marketing applies equally to the small business owner as it does to global brands.
A poorly-produced 'home movie' featuring a small business owner talking blandly straight to camera for 5 minutes can damage a fledgeling brand rather than promote it and drive sales.
On the other hand, a well-crafted, professionally-produced video can be a truly powerful and surprisingly affordable marketing tool.
On the other hand, a well-crafted, professionally-produced video can be a truly powerful and surprisingly affordable marketing tool.
• Websites and emails with video content are far more likely to be read/ interacted with than ordinary text/ image content.
• Video immediately adds a human face to your marketing communication. Ultimately, people do business with people.
• Video allows you to demonstrate your product or service dynamically in a way which text alone would struggle to do.
• A professionally-produced video carries a certain kudos. It shows you really do mean business.
• Versatility. Video can be hosted on YouTube or Vimeo. Directly on your website. Embedded within an email. Played in-store or at point-of-sale. Played as part of an exhibition/ conference display. Viewed via laptop or iPad as part of a sales pitch.
• Video immediately adds a human face to your marketing communication. Ultimately, people do business with people.
• Video allows you to demonstrate your product or service dynamically in a way which text alone would struggle to do.
• A professionally-produced video carries a certain kudos. It shows you really do mean business.
• Versatility. Video can be hosted on YouTube or Vimeo. Directly on your website. Embedded within an email. Played in-store or at point-of-sale. Played as part of an exhibition/ conference display. Viewed via laptop or iPad as part of a sales pitch.
If this has whetted you appetite to add video to you next marketing campaign, get in touch.
Sunflower will work with you to create a script that presents your marketing message clearly, compellingly and memorably. I work with a professional production team to ensure your video presents your brand in the best possible light.
Sunflower will work with you to create a script that presents your marketing message clearly, compellingly and memorably. I work with a professional production team to ensure your video presents your brand in the best possible light.
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