If you have been on the internet, you would have seen content created by Buzzfeed. From viral post to videos that suits the different types of demographics, Buzzfeed has really paved the uncertain road in the internet age. Here is 10 reasons why adopting that approach is also great for your business.
Buzzfeed does this very well by keeping in contact with their fans daily. In the ever connected web of the internet, it is key to remain always in contact with your customers. What I mean is not just about an email address and a contact number, but rather a personal relationship. The ability to respond to a customer queries online, creating quality content in terms of blogs and videos are the key to ensure consistent communications with customers. Customers are more savvy and are looking for something outside the best quote for the best product, they are drawn to the best personal experience they can have with a company. It is no longer about dealing with faceless companies, but friendly faces that are ambassadors for the company. Providing constant feedback is not only good for your customers, but for you as well. With constant feedbacks about products and services, you can make minor adjustments to better gain market shares in your industry.
Building a fan base
Let’s face it. Not everyone will like your brand. Take for instance even in the soft-drinks industry. Some people swore by Coca Cola while others prefer Pepsi. Buzzfeed has a huge fanbase that spans Facebook, their website as well as their various Youtube channel. Having a fan base behind your product serves two purpose; allow you to gather analytics on how to market to your existing customers and also create content that deepen loyalty for the brand they like. People will always buy from people they like compared to a compelling salesperson who is not well-liked (the percentage drops even more if you are a salesperson that is hated). Developing this factor known as likability allows you to focus your marketing budget on people that are already your fans.
Buzzfeed has various Youtube Channels and cross promotion is one of the many keys that allow each channel to gain fans from another channel. In order to scale, we have to see to several gaps in the market and that is where social media really unleash its full potential; cross pollination. When you have a couple of brands under your parent company, cross promoting each brand is ideal because they will share similar demographics. Using inexpensive approach like sharing your other brands on your channel allows you maximise the bond between customers and your brand even more. You might even discover a sub-niche between both brands that previously went unnoticed.
Non Geographical marketing
Most marketing is still done solely by region, countries or even by states. However, having a place for different fans of your brand congregate in a localized place allows you to market without the border mentality. This allows you to share new launch at a fraction of the price than it would cost marketing in both places and also offer insights on what you might be missing out in each region. Sometimes, customers might be looking for a design that is only available in another region and sharing such new launch allows you to make the necessary adjustments to bring the product they are vying for into the relevant markets.
With such potential awaiting your brand in the social media space, isn’t it time to hop on board and start making your brand global online as well?
Having been in this line for quite a while, you get to see the different kind of clients who wants to collaborate. Sometimes, friction can happen and the process becomes very difficult or the end product is unsatisfactory. This hopes to help you get the most valuable out of your partners and everyone ends up going home happy. Here are 10 things you can possibly get wrong about video marketing.
If everyone can do it, then it must be cheap
Happens in the era of graphic design as well as photography and now video, many of you have seen that DSLR is getting cheaper and assume that it will have an impact on cost. To be honest, it barely does. The major cost to make the best video still boils down to hiring people to act, shoot, direct, produce and of course edit your video. This is where the bulk of the money you spend will be going and though the price of equipment has come down substantially, getting trained people to create is still the most expensive thing. It is not just the manual labour, it is the techniques and skills people use to get the product they want in the shortest amount of time.
Everyone can do it
As with wedding videos, just because someone you know owns a DSLR and claims to be able to shoot a video means that the works produced will be the same. As much as I love to hope (and I do pray about this every night) that I can shoot like industry greats like Philip Bloom, it is closer to spending more time behind the scenes planning out the shots I want before I head on set if I want quality work like his. It comes from the years of experience being out working to know sometimes you really only 1 monopod for the job while other time it is ideal to bring everything onto set. Coming back to wedding, find the right videographer or wedding studio that match the style you want for the wedding and chances are you won’t go wrong with it.
It will be done very fast
How I wish every production project can be handled very quickly. This means I got more time to find more companies I can help rather than go through rounds and rounds of revision. It could be improved by making sure both of you are on the same page, right down to each shot detail if possible. This will prevent any last minute changes that usually affect the mood of the story and end up not getting the effect we want to bring into the world. P.S. we spent a long time to develop the creative process to think out a suitable and great idea in an instant, but if it is not followed through at the end, it will result in a poorly delivered message to your audience.
It will be viral
As much as all of us creative wants to pursue the dream of making big hits time and time again, it rarely happens when we work on your brand. No offense, but you are not usually going to create a viral video after you set up your You-tube page with only our video. Chances are it will take a while for you to develop traction and audience for your brand online. This is usually also the swaying motion for companies to approach established You-Tube channel to host their content. The problem? You are helping them develop their audience, not yours. Take the time to find someone that can work with you for a longer period of time to develop your brand and when you have a strong following, then you can become more at ease to disseminate whichever message you want.
It will be crude and disgusting
A lot of You-tubers get slammed for being unsophisticated and unsuitable for a lot of marketing companies because the messaging is too crude for the corporate image. The crowd that was drawn in were the Gen X (90s kids can relate). This means that most of the young adults who have consistently been making hits on Youtube will want to start out a production company based on what works for them individually; in your face crude and disgusting content. The good thing is that if you find someone who is willing to work hard with you, chances are you can develop a content that is suitable for online consumption and yet subtle enough for your brand image.
It is not targeting my audience
Some companies stop the discussion midway because of the assumption that when you are doing marketing online that you are only talking to the unsophisticated teens, tweens and kids. That is not the case all the time. It varies based on your target audience behaviour and if your message is crafted and distributed in the right location. Take for instance you are setting up a Michelin star restaurant, chances are you will not be setting it up in the neighbourhood areas right? But at the same time, it cannot be set up in a place that requires your guest to take a plane, a speedboat, scuba dive, climb a mountain and parachute in order for them to find you right? Understanding how your target audience online behaviour will make sure that your message is being served out at the right time at the right medium.
It is either online or offline marketing
Just like ATL and BTL, it is always a combination of both. Online marketing can reap better results for some brands, but without offline marketing to remind the audience, chances are you are converting a lower chance of sales. Same for some of the brands that have been seeing effects offline. Just being offline only does not help your brand, in fact it could be what is stopping your brand from growing. With the increased in internet consumption, perhaps setting aside 10-20% of your marketing budget yearly to slowly learn and become good at this new platform is ideal.
I don’t need it
This is by far the biggest hindsight in my opinion. Not because it is detrimental to my business, but rather it is the exact thing hindering yours. Heraclitus said “The only constant is change” and if you refuse to adapt, chances are you will soon be left behind. the insatiable hunger of the human pursuit will always drive the market to bigger and better things. If you refuse to get with the times, don’t be surprised if you get left behind.
I don’t see results
Just like planting a tree or raising a kid, it takes time to see results. Remember when you first started your company page on facebook (if you haven’t, please please please do it now). It is tiring with little to no results, even with you spending money to facebook to advertise your brands. However, the growth became more pronounced after a while, 10 likes became a 100, then a 1000 then 10,000 and perhaps you are closing in on the coveted 1 million fans. The internet is a great equaliser for brands and as long as you keep at it, you will definitely see results.
I am afraid of screwing it up
Hey, you and me both. Who wants to hire a guy after he make a “viral” video for his previous client only to have mass outrage online? Not me, that is who. However, this does not mean we swing to the other spectrum either and create safe videos that even grandma will turn off while she is knitting on the rocking chair. Your ideas need to be bold, prominent but also represent your brand image well. As long as this is communicated clearly to your partner, things generally will work itself out in the end.
With these top 10 mistakes to avoid in video marketing, I hope that you can use this list to find out who you should be working with on your corporate image. Great ideas come from a combination of 2 brains, not the forced submission of just 1.
If you have yet to hear, You-Tube, Facebook and Insta-video are going to be the next place advertising platform for your company. Here are 5 reasons why you should jump on board before it is too late!
According to the study, 4 billion people are watching videos everyday on You-Tube while Facebook has 100 million people doing otherwise. That is Billions and Millions, meaning if market it the right way, you could be reaching out to such a huge audience for sizeably smaller budget. Which platform would you prefer advertising on, 4 billion people daily or a mere 3 million circulation for newspaper?
For every video, print advertisements and radio spot, it takes roughly 2-3 months to go from concept to screen. A lot of things would have come and gone. That is the reason why most top brands are unable to tap on current running trend because it is just too fast to get the approval, the work and distribution during that time. Would you prefer to create advertising content that are fast or would you prefer taking 3 months to make just 1 piece?
The biggest thing that everyone of the big brands faced like yourself is risk. How successful would an idea work and what will be the reaction of the audience. This led many marketers to do the same thing all the time due to the fear of the unknown. Every new product launch video is the same, paying hefty prices to celebrities for endorsements and does not add value to the brand itself. Not so in the internet age. You can put your video up as a private link to test the concept, localise your exposure by demographics and if all things fail, pull the plug faster than a phone call. Would you prefer to put all your marketing dollars into 1 advertising campaign for that year or would you prefer spreading out your risk of exposure to ride on the trend wave of each and every week whenever you choose?
The price to reach out to 1000 people on traditional media are 30, 20, 8, 7 on paper, magazine, radio and tv globally, and that does not include tapping in during peak hour where you have the biggest audience pool or set aside funds to create your video. Talk about throwing money down the drain. Would you prefer to take the risk on a platform that is unfamiliar now or would you prefer to continue paying high advertising fees to agencies and celebrities?
The baseline of all advertising is to stand out from the rest. The problem with traditional media is that you rarely can do so. There are rules like 30s tv spots, 1/2 page print ad, 3-6 months billboard ad, or even the infamous and dreaded a5 brochure hand-out. When the medium is the same, marketers needs to innovate on content. However, little take such risk because conglomerates are expected to be prestigious, so out goes all the ideas that ad agencies come up with to set companies apart. Even though social media statistics has indicated specifically that 3-4 minutes clips are the most watch online, there is no rule forcing your hand. Would you still want to make content that are unoriginal, uninspiring that make your audience bored of the same old type of video?
With such compelling reasons why traditional advertisements are rigid, expensive, have a small audience size, takes up too much time and is too risky, have you decided if it is time to get on board to market on social media or do you need to wait 1 more year in order for the results to become clearer?
Video marketing is one of those products that has been portrayed as extremely difficult and expensive. However, that is because the TV, Movie and TVC has always strived to create stunning effects but that does not need to be the case for you to succeed. Here are 7 tips on starting video as a marketing tool.
1) Start with questions that people have about your products
The simplest way to make sure you get the audience right is to solve problems, especially if it is about your own product. Let’s say you are a sauce company. What you can do is to teach people how to cook with your sauce. This can then be spun into various cooking shows featuring different artists for even bigger audience outreach.
2) Find out what is enticing about your product
We always will know what attract clients to us and that can be used as a bridging topic for your potential audience. What you can do is to create content that appeals to your specific audience. Take the sauce company again for instance. If you are selling sauces your target audience is people who cook at home and with majority of them being housewives, it is more ideal to speak their language. Maybe they like your sauce because it helps save prep time and is available everywhere. That could be a reminder at the end of each of your video for those who has just gotten to know your brand and also for long-term customers who might have relocated and is unsure if they can find your products again.
3) Start small but create often
If there is one tip you can definitely take away and start doing, it is this. Too many people want to create fancy videos that take months to complete when all they really need to do is to create content consistently. When Casey Neistat started out, it was mainly about documenting his life everyday. It was not fancy and neither is if fancy now. But look at his audience and views daily!
4) Use a tagline all the time
Many people assume you have to adopt an entirely different set of rules when you are dealing with social media but that does not mean whatever you learnt in branding and marketing in traditional platforms cannot be applied here. One of the key cornerstone is a tagline. A tagline summarise your company into an expression your audience can relate and rally behind. Think Nike. They have not changed their tagline even when they transition into the online space.
But what happens if I don’t have a tagline? Well, you can try to develop it in-house but I highly suggest investing in getting a lot of writers to come up with them for you. This allows you to find the best fit for your company at the best price.
5) Be on trend each week
The fastest way to get an audience is to follow the trending bandwagon. Each week you will see topics that the majority of the public will deviate towards and if you catch on those topics, you will become accidental views of the hot topic. Kind of like rubbing shoulders with celebrities.
6) Have decent production value
As much as I mentioned previously that you don’t need to go over the top with visual effects, drone and cranes, people deviates to content which is professionally shot and that can be achieved easily with a tripod. After creating your content with a static camera on a tripod (make sure your focus is spot on), take shots that relate to the topic you talked about. For example, if you are doing a cooking show to highlight your sauce, focus on your sauce bottle (branding duhh!) and also the actions involved in cooking (cutting, frying, turning on the stove etc). Use those shots to connect your story or to emphasise the action or the point your host is talking about. Talking about audio, throw in some royalty free music and a good microphone to record your host.
7) Check your analytics
Nothing matters more than your analytics. When you have a consistent traffic visiting your content, you will be able to tell what your customers like and what they don’t like and adjust accordingly. This will take the guess work out of the video and make your life easier.
I hope that with this 7 tips checklist, you will find it easier to make videos marketing a successful cornerstone of your business. Now, let’s get out there and make some videos!
Video ads has been around since the 90s but why is there so little great video ads on facebook and you-tube? Here are some examples of video ads that works and why!
Poo~Pourri came onto the market to solve an embarrassing issue- the smell after you take a dump. What Poo~Pourri did different is to face it head on, disguised as a prim and proper woman.
The female lead is dropping the bomb (literally and metaphorically) about the utterly disgusting shame you feel when you have to let one down in an unfamiliar place. This piece entertains like no other, making her the embodiment of the elephant in the room
How can I make it- Talk about things that people don’t feel like talking in front of a camera or even in public. This makes you an instant credible person on that subject, and create a community of fans that will literally crawl out of all the crevices to hear you speak.
2) Dollar Shave Club
Dollar shave club had a simple concept; why pay so much for razors when it is a commodity? Why would you then need to market a commodity? Well, you do that to get people on board with your brand, and this case, it is the CEO. The CEO is overly frank and crude, making him the everyday man.
Just in case you were wondering it is a B grade company, Unilever (a big group that owns like a lot of brands) just bought them for a lot, a lot of money. We are talking truckloads of money.
How can I make it: Sometimes the best ambassador for your brand is someone in it and it is up to you to find it. Trust me, it is so worth it to have your own employees or management on camera because it turns an inanimate brand to something relatable, something human.
3) Squatty Potty https://youtu.be/YbYWhdLO43Q
Squatty Potty tackles a first world problem- sitting on our glorious porcelain throne and taking a dump. This ease and comfort is what makes us constipated. How do we sell a product that tackles a disgusting problem? We flip the switch to the other side and make it disgustingly pretty. No one can hate a unicorn right? And Ice cream? Everyone loves that flavor bomb of icy magic. And that is how you win an audience ladies and gentlemen!
How can I make it: Take what is disgusting and what others considered dirty, unsightly and put a design spin on it, you will be surprised how disgustingly rich it makes your company!
Blendtec is a new blender that claims to do exactly what everyone wants it to do… BLEND! But instead of the bull-shit kind of video of a housewife wanna-be doing some late night commercial demonstrating how it works and cuts (literally) to the heart of the bull-shit which is cut weird things up.
How can I make it : Put some of the stuff the internet love/hate into it for maximum result. Take your company product, pour in some trending item and literally blend!
How do you discuss a hard topic on woman’s violence? Most would go the route of showing the consequences of it happening but what happens if you should the trigger? The fear in movies is not the bullet going out of the body and the drastic blood splatter, but when the hard-knocks tyrant points the barrel of the gun straight at the camera and hurls insults after insults. Want to make it even more crazy? Get a kid to be at the end of the trigger and another pulling it, Gold mine struck!
How can I make it: Use kids to amplify the story. If you want to stop people checking their phone while they are driving, how about making the kid the driver instead?
6) Dove Real Beauty Sketches
Everyone knows about Dove, the brand that focuses on everyone being beautiful. So how did that transcend into the Internet? They take ordinary people and get them in front of a really good forensic artist and only draw from the information he hears from the person as well as the stranger. The result? A stunning difference in the way we see ourselves that unravel on screen.
How can I make it – Find a social insecurity that strengthens your brand image that you want to show. People buy into ideas, not the crazy brainwashing product video of how good the product will make us feel. People are more complex so unless we can convince them from their perspective, not ours.
How do you sell a feminine sanitary product? Well, most people would show young adults prancing around like the period is not an issue. New flash everyone! That doesn’t work! Instead of convincing existing period woman to come aboard on your brand, how about convincing young impressionable teens to start using your brand? And that is what Always did. They created a campaign to get more young people aboard with a trending issue that they are all facing; feminism. Empowering a young girl could just be the tipping point that you need in sales.
How can I make it – Take a social issue that is facing your new customers and tackle it with real people and their takes on that issue. It makes your brand genuine, sincere and in my opinion, utterly powerful. For maximum effect, integrate your brand into the tagline.
What do we expect from a company that sells condom? Well, we expect the image to be just explicit, but just subtle enough for the TV, Radio or Print. But what happens when you head online? Does this throw the gate wide open for a brand like Durex? Instead, they went the complete other way- PG13. Couples talking about their problems on cam subtly sell the fact you will get it on after and might use your product later without coming across one bit obvious. And that is exactly what some ads need; subtlety. The less in your face the brand is, the more it stays on your mind. Think about Christmas and you will remember Santa, an imaginative person from Coca Cola’s creative playbook year after year.
How can I make it – See what you competitions do in terms of marketing their product in video and do something different. If everyone is doing a product demonstration ad with a celebrity fronting it, maybe the way you stand out from the crowd is being genuine, easy, affordable and heart-warming.
So what do the big boys like Nike do when consumers head onto the internet? Crush it that’s what! Nike takes the usual narrative of how you are full of potential and spins it out of control. Most narrative ends on a happy note of someone overcoming just 1 difficulty. In this ad, it totally smash that concept and leaves the narrator feeling kind of helpless.
How can I make it – take your narrative, attach some rockets to it and let it soar. Take a product review and do it upside down. Hell, do it under water!
What happens when the person you hire screws up on international live event? Well, you take that humiliation and wing with it. That is where T-mobile shows how mobile they are (literally). Steve Harvey may have drop the ball on Miss Universe but not on this ad spot.
How can I make it – find your ambassador and stick through with them even when the going gets tough; cause you never know what a huge opportunity you are missing.
So there you have it, 10 different ways to create a marketing video for your company irregardless of your industry!