Content You Can Feel
Imagine. What if you could visually show the emotion of your brand? What if your consumers and potentials could feel and connect with your products and services anytime, anywhere? What if your consumers can move, think and feel with your products and services? Sounds like the perfect scenario in building consumer-brand relationship, right?
Well, you actually don’t need to really imagine because this can be achieved through Video Marketing. Last time, we introduced our first topic on the Human Side of Business, Personas. Now that we’ve had a snippet of the customers, let’s talk about one of the important factors in brand communication: the content and even deeper, Video Marketing. Along with what defines and makes a good content, how to make successful and effective video content, and some prime examples. We looked at the top questions on Google for Video Marketing, and gathered some insights for these questions.
So what is Video Marketing? Video Marketing is advertising content consisting of moving footages and clips that is typically used to engage viewers for promotion with product/ service/ brand, both directly and indirectly. Video is commonly categorized in social media as longer than 3 seconds. Content You Can Feel.
Millions of views and world engagement, why advertisers are spending the big bucks on video adverts—video is expected to see the fastest growth with mobile projected to be the largest online advertising market just by 2020 (Business Insider, 2017). Video yields beyond what words can describe—here is a projected growth of the average time spent watching videos by year.
In 2014, Business Insider reported, online video ads as one of the fastest-growing ad mediums, far outpacing growth in spending on television and other digital formats.
So why is this? Well, one of the evidences shows that Video Adverts yield 1.84% average click through rate (CTR), which is the highest CTR of all digital advert formats (Business Insider, 2014). Meanwhile, digital advertisers see video as a balancing medium to produce content that is authentic, engaging, and emotional (Forbes, 2017) —where influence is the core result. This is why it is effective. Consumers connect with these percentages of branded videos daily according to recent reporting by Forbes.
Wow, a lot of big numbers and big spend; however, no, this doesn’t mean you need to create a dramatic, big-budget, Oscar-award type or style content, but it does mean that video has high ROI potential and can be very effective, and it does mean that you need to entice emotions that will connect your consumers with your brand. Are you a quirky, DYI home-good brand and do your consumers seek out comfort and ease? Are you a rebellious, exhilarating brand and do your consumers seek out excitement and adrenaline rush in their product or service? Are you a sophisticated, classy brand and do your consumers seek luxurious experiences? This is the beginning of how you can create content your consumers and potentials can feel.
How to create content you can feel (through strategic marketing):
Set a goal for your video content marketing: are you trying to create awareness, interest, desire, and/ or action?
Product / Service: let’s start with the basics of all basics. What are you offering, what about this offering do you want to show and talk about?
Who: your target segment(s)—who are your offerings for, who are the users? Do you have their media usage, communication preferences, media behavior, personas? See how you can create personas here.
Set the tone of voice: the tone connects your consumers to your brand, product, and/or service. Tone of voice in marketing is part of the personality and expression of product, service, organization, and /or brand—it brings these to life and make them relatable. It’s key in branding and keeps consistency in your communication—it’s how your audience perceives and understands you. In the end it defines your entire brand image.
Emotion: what is the emotion of your brand? What are the emotions your consumers and users seek out for? What is the emotion that the consumer should feel when using and engaging with your products/ services?
Timing: try to show posts of the video via different media platforms for certain times of the day to keep the variety of platforms across different times. This way you can engage your viewers multiple times throughout the day without bombarding them all at once.
Creativity: the heart of video marketing. With all the above in place, this is where you let the imagination, out-of-this-world, sky-is-the-limit thinking come to life! What’s your story, what is the tale of your brand?
Start simple: create a theme for your content that aligns with the rest of your campaign and the goal. Why? Well, you want to be able to use and implement this video content into other areas of your campaign so that it all creates one linear message. The purpose is not to have just one cool video uploaded to your YouTube account and well, just lay there. Remember, the purpose of video is to bring LIFE to your brand! The meaning of your video can be very direct or more indirect, but if it is indirect, it should be able to showcases images and moments that can be interpreted as closest to the purpose of your video. From this, draw out the storyboard.
The video opens with the connected dots (also part of the image logo itself). This allows viewers to immediately connect the opening of the video with the image logo of the brand. Next frame, the viewer is transported quickly through a cityscape and overlooking the market, where it indicates to STRAREX’s customer research service offerings.
Then, it shoots to drops of colorful water mixing together, indicating the creative aspect of the agency and to STRAREX’s creative marketing and advertising service offerings. The next clip zooms into data and information, indicating STRAREX’s core belief that to create strategic marketing and growth of businesses, the agency creates strategies based on data and research through specialized methodology. This is followed by numbers crunching and computerization of various ideas, which is the strategy offering by STRAREX.
The next shot shows a rocket launching, indicating the strategy being launched into tactic, another service offering by STRAREX. From there, two strong colors shoot towards each other creating an explosive effect, which is indicative of the big bang, the implementation. Finally, a shot of a cityscape from a bird’s eye view, indicating how then STRAREX measures and observes the implementation in the market, and the loop goes around again, referring to how STRAREX keeps the cycle moving.
Show and Tell: Remember, when you were a kid, and all you did was run around and show and tell your friends, your dog, even your imaginary friend, Bob, all your cool gadgets and things you’ve made, like that one cardboard airplane that flew for like five seconds, but you were so stoked about it! Do that.
For example, if you offer a Virtual Reality (VR) experience through your services or products, for product promotion or introduction into a market, you may want to show some part of what that experience is like by actually having some footage of the VR in your video content so people can see and feel— they can see themselves in this situation, hence they feel.
Something more Real—if you offer beauty or health care products, you might want to do a DIY tutorial (do-it-yourself) to show how the product(s) can be used, for what, why, and what the result is, and make it shoppable directly from your video!
Don’t be afraid to show some rough footage and share it as behind-the-scenes. People connect with authenticity and transparency. Show some footage of how your product/ service is ideated, created, developed and made into something tangible for your consumers and users.
Create Omni-Channel content with the effect of curiosity: Don’t forget this all around 360 channel approach and definitely don’t forget to use each channel with a purpose. What does this mean? Go further and breakdown your big content, then take some clips and post it as teasers on Snapchat and Instagram stories, and show the climax of the content in your Facebook post and the full content on YouTube. This way you keep the users curious, engaged and make your content interesting, but also allow your users to see the full content without annoying them with just teasers. Break your content into orderly and logical moving pieces across various channels (so that it all comes together at the end for the viewer).
Keep them engaged by being relevant. This means from time of the day down to the hour. For example, for beauty care products, you can run one video ad during the morning times for “getting ready” routines and in the evenings, show a clip of night regimes they can follow just by using your product(s). Sounds super logical and simple right? Well, that’s pretty much the magic of it.
Make it so that it makes sense. Ensure that your content, whether it’s all in one long clip or separated into a wide variety of smaller clips—all have one story, one meaning, and one tone of voice. Make sense?
Now, let’s talk numbers.
Talking about the KPIs, The Measurements, The Indicators that you’re getting your ROI. If you want to know your Key Marketing Indicator, checkout www.keymarketingindicator.com and signup for Beta-Testing (space is limited so be quick!)
There are many categories and sub-categorical definitions of metrics. The main ones to focus on (for video) are the following:
View Count – the count of views on your video(s) (Keep in mind that for both Facebook and Instagram, view is counted when a video is watched for 3 seconds or more. For YouTube this is 30 seconds).
View Rate - The percentage of people who watched your ad when it was served to them (in other words, total views divided by total impressions). It’s a pretty good indicator of how well your creative is working, and if you’re targeting the right people. (See more on YouTube Advertising).
Impressions –The metric used to measure views of a web page and its elements (i.e. video) including the advertising embedded within it. Ad impressions are how most online advertising is sold and the cost is quoted in terms of the cost per thousand impressions (CPM)how many times your video has been watched. According to YouTube Advertising, it is The number of times your ad was shown to a potential customer. (Understanding Digital Marketing, 2012)
Engagement – This can be likes, shares, and comments. According to Facebook Media for Video, engagement is the best measure of how much you video resonated with your audience.
Completion rate - Percentage of times the video played to the end.*
Completion rate = Video completes / Video starts
One user watches 20 seconds of a 20-second video creative. Another user only watches 10 seconds. The completion rate is calculated as 50% (1 complete / 2 starts).
*according to Google Ad Manager
CTR (Click through rate) – frequency of click-throughs as a percentage of impressions served Used as a measure of advertising effectiveness (Understanding Digital Marketing, 2012)
Clicks to Play (on Facebook)- tell you how many times your video started playing after someone clicked it.
Cost Per View (YouTube) - This is how much you spend every time someone engages with your ad or views it for at least 30 seconds (or the entire duration if it's shorter than 30 seconds). You’ll never pay more for a view than what you’ve bid, and you can make adjustments to your bidding strategy whenever you like – so you’re always in control.
Conversion Rate – Measure of success of an online ad when compared to the click through rate. What defines a conversion depends on the marketing objectives (i.e. it can be defined as a signup, subscription, sale or request to receive more information, etc.) (Understanding Digital Marketing, 2012)
Cost per Action (CPA) - a pricing model that only charges advertising on an action being conducted, e.g. a sale or a form being filled in. (Understanding Digital Marketing, 2012)
Cost per Acquisition (CPA) – cost to acquire a new customer (Understanding Digital Marketing, 2012)
Cost Per Click (CPC) – the amount paid by an advertiser for a click on their sponsored search listing. (Understanding Digital Marketing, 2012)
Cost Per Mille (CPM)/ Cost Per Thousand (CPT) – online advertising can be purchased on the basis of what it costs to show the ad to 1,000 viewers (CPM). It I used in marketing as a benchmark to calculate the relative cost of an advertising campaign or an ad message in a given medium. Rather than an absolute costs, CPM estimates the cost per 1,000 views of the ad. (Understanding Digital Marketing, 2012)
Reach - the number of unique web users potentially seeing a website (or content such as video) one or more times in a given time period expressed as a percentage of the total active web population for that period. (Understanding Digital Marketing, 2012)
Here are some prominent examples of Video Marketing.
These all have a consistent brand message that aligns with the purpose of the brand, that aligns with the existence of the product and service, that aligns with a campaign, that aligns with the consumers (and potentials), that aligns with the emotions that consumers are seeking, that aligns with the emotions in the videos, that all tug on the core, feeling.
1.) Levi’s // rebellious, young, novelty, progressive brand image
promotes and involves the brand and influencers with various political movements (Voting to LGBTQ promotions) as well as pop culture reference to the rock n’ roll music. To showcase its novelty and open-minded character, it displays the behind-the-making of its jeans in their “lab” and stories behind travels to Japan.
2.) SK-II // authenticity and behind the scenes align with the whole concept of “bare skin.”
SK-II keeps the campaign consistent through all its social channels, displaying the same content from YouTube to Instagram posts and Instagram stories.
3.) Dior // campaigns based on own themes and variety of sub-campaigns
showcasing new products to latest runway collection and the backstage (behind-the-scenes) footage. Dior offers wide range of products aimed at various age segments for women, hence, they strategically divided specific video campaigns targeted for “Youth.”
4.) Lowes // social media integration with video
Lowes showcases across a variety of videos on how to improve your living space! From bed room, living room, to kitchen, the brand offers engaging videos with the name of products so that viewers can immediately go shop!
5.) McDonald’s // Mickey D’s posts almost only videos on their instafeed.
From product promotion to daily low-deal price offers, they do it all through video. If you’re still not convinced that video works, ask why McDonalds posts almost only videos on their Instagram. It work because it engages!
6.) Oreo // comfort and fun
No exception for the king of cookies. Almost, if not, all their recent posts are solely videos with new product promotions rather than price promotion. Their recent animated, home-bake style videos align with the idea of Oreo as comfort and fun brand.
7.) Vogue // rarity & scarcity
being a fashion and beauty magazine, journalism comes naturally, but Vogue transforms journalism to web 2.0.
The concept of 73 questions with models and celebrities into a few minutes of videos align with its core of journalism and reporting. With fashion and beauty at its core, various videos of models and celebrities showcase in casual, self-filmed, DIY-style how they apply makeup. Vogue allows viewers and fans to see the most exclusive views, achieving the rarity and scarcity effect.
8.) Louis Vuitton // showcasing behind-the-scenes with CTA to see the full video on Instagram TV
Louis Vuitton allows users to feel closely connected to the brand and its fragrance (which is targeted towards a wider segment and less exclusive, hence makes sense to open it up in this way via Instagram).
Find emotions that will connect your consumers with your brand.
Video Marketing is ultimately a way to visually show the emotion of your brand.
Content You Can Feel.
Get to know and understand your consumers and customers before choosing platforms, messages, influencers, and diving in head first with tactical implementations. Strategic marketing is about developing smart ideas and clever strategies for sustainable growth of your product, service, brand, and organization. At STRAREX, we support you in collecting the necessary data, developing a fitting strategy and selecting the right tactics. By developing tools to help simplify and curate strategic analysis, we ensure the successes of your organization. No-Nonsense, no-frills, we work together with you for sustainable maintenance and growth. Want to know a little more about us? Join us here!
Author & Editor-in-Chief: Diana Lee