Media Buying and Inbound Marketing Blog

Does Your Marketing Strategy Include Video?

By Braeden Mincher on April 21, 2014 |


By: Braeden Mincher, Social Media Manager

When you think of advertising and marketing, what comes to mind? Images? Attention-grabbingvideo marketing OH text? Sure, those have been the most popular forms of advertising but have you ever thought about using videos in your marketing mix?

As technology advances more people of all ages are using the internet. Video marketing is now the new up and coming way to advertise. According to comScore, approximately 100 million people watch online videos daily. Videos are becoming a huge trend, and the statistics may surprise you.

In a study conducted by Insivia, it is reported that viewers retain as much as 95 percent of information when they watch it, compared to a mere 10 percent if they just read it.

Most people who aren’t 100 percent interested in a topic will peripherally process a message. People who peripherally process a message gravitate towards advertisements that are attention-grabbing, sweet and short. They will most likely tune out if they come across a message with too much text content, so that’s why video marketing is perfect for pulling in potential customers!

Videos are also great for social media and sharing using electronic word of mouth. PowToon conducted a study and found that new and small business that used video marketing had an increase conversation rate about their company of 40 percent. Not only were people talking about their videos, but they also found that email sign-ups increase by 67 percent.

Additionally, Powtoon found that new and small businesses saw their social media activity increase between 60 and 70 percent after utilizing videos in their marketing mix.

However, video marketing does not always go the way it’s intended. Just because people are sharing and taking about a video, does not mean that they are generating positive feedback. Viral marketing can go both ways whether people are talking positively or negatively about your video. 

Successful videos are always new, trendy, and creative. Marketing campaigns that go viral are usually personal and outside the box.

Let’s take the Heineken marketing video - gone viral for example. For Heineken’s first video they set up a giant electronic board in an airport, that by a push of a button, it randomizes a list of cities all over the world and lands on one. Heineken asked random people strolling by the airport to push the button, so what was the catch? If a person were go and a press the button on the board, they had to cancel their planned flight and leave immediately to go to the city the destination roulette board landed on.

This marketing scheme had nothing to do with what they sold, but it was creative enough that the video spread rapidly generating good, positive and questionable feedback. 

In reaction to Heineken’s feedback, they went ahead and created yet another video with the destination roulette board. 

Heineken selected individuals who commented about their first video on social media, whether the comments were, “I would drop what I was doing in a second and go to a random place in the word.” or “I don’t believe this actually happened.” Well, Heineken selected a few of those people who wrote comments on their social media pages and surprised them during their everyday routine and had them push the button on the destination roulette board.

The video showed the peoples’ every reaction, including someone calling their boss for permission to go on an unplanned random trip. Their second follow-up video also went viral. 

People only share videos with their friends on social media if it’s something that is different, entertaining and never seen before. Electronic word-of-mouth is the most powerful type of advertising for your company, so think outside the box and have fun with it!

Social media can be a powerful tool. It can also be a confusing and time-consuming one. Social media allows companies to listen to their customers and prospects and build relationships with them.

Media Management Services Inc. offers a comprehensive program to help you effectively use social media. We believe that a successful social media campaign includes a solid strategy that includes audience engagement and interaction backed with state of the art analytics.  

Need an estimate on a video?  Give us a call for a free quote!


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