Marketers and advertisers have long debated whether short format video is better than long format and vice versa. Hell, there still seems to be some confusion on the benefits of online video in general. I’m not going to bore you with the stats for online video content, but they are incredibly impressive.
At this stage of the game, if companies are not including online video marketing into their annual budgets, they are emphatically, unequivocally, and let me make myself absolutely clear on this… missing the f’ing boat. It’s like being late for a boat party where people have a great time, make great connections, the food is fantastic and the drinks are free and you’re left standing there on the dock.
If you knew the boat was stopping at another location to pick up other guests, would you high tail it over there? It’s not too late to get on board.
Businesses have to understand the scope and reach that one video can have in this day and age. One video can be uploaded to multiple formats and social media outlets giving you a wide audience in which to be seen; all right at your finger tips, literally. And unlike television, there is no charge when broadcasting your video online.
Big companies can supplement their television commercial campaigns with strategic online video. Smaller companies now have a chance to compete by incorporating online video into their marketing plans. Businesses now have a chance to become their own broadcaster via video hubs on their websites and become leaders, informing the public of their expertise, products or services. SEO loves it. People love it. And social networking sites are making it easier than ever for you to take advantage of it.
We all love a good story. And we all have one to tell, including a business. Some “experts” say that a video should be no longer than 90 seconds long in order to keep a viewers attention. I believe creativity should never be tamed. If the story can be told in 90 seconds, so be it. All good. It still needs to engage, inform and/or entertain. And that goes double for long format video. Though TV still has a place and is no doubt an effective form of advertising, when it comes to the Web, we no longer need to limit ourselves to television’s 30 second spot rule. In fact, companies should go back in advertising history and take a lesson from it’s past. The single sponsor model, in particular.
‘In the early 1950s, the DuMont Television Network began the modern practice of selling advertisement time to multiple sponsors. Previously, DuMont had trouble finding sponsors for many of their programs and compensated by selling smaller blocks of advertising time to several businesses. This eventually became the standard for the commercial television industry in the United States. However, it was still a common practice to have single sponsor shows, such as The United States Steel Hour. In some instances the sponsors exercised great control over the content of the show – up to and including having one’s advertising agency actually writing the show.’
A great example of the single sponsor model making a comeback for long format video is the online series Raw Craft, hosted by Anthony Bourdain.
Other than one well-placed product placement, the message behind the Raw Craft series is not focusing on the product at all, but on craftsmanship itself. Craftsmanship is definitely associated in the creation of a good Scotch and this series is a fantastic way for The Balvenie to promote their brand and engage the viewer without a hard sell.
Determination, focus, persistence, dedication, conviction, perseverance, etc… are all words a company would like to have associated with their brand. This next creative video has all of these elements and more. A well placed banner in the gym, or simply a logo at the end of this film is all a company would need to include, in order to create a campaign behind any of the words that describe this fighter.
The single sponsor model is where long format video can really get creative and fully engage an audience, while a company rides that message as it’s own. Consumers aren’t dumb though, a company can’t just propagandize a video throughout and expect a positive response. But, if a company sponsors the production and subtly incorporates their brand within an intriguing, entertaining, and memorable piece, then the long or short of it does not matter. At the end of the day it’s all about the message and bringing that message to life.
Whether you are starting a new business or launching a new product or event, multimedia serves as the strongest tool to move your audience effectively. Online marketing is an essential activity in order for your business to reach its probable audience.
Custom online videos have the potential to inspire action, control discourse, and spread ideas in ways that are not attainable by other traditional advertising media. No doubt, custom video production has been a successful contribution in recent marketing strategies.
As the saying goes, a picture can paint a thousand words, so imagine the impact a video can have on targeted customers. In this fast paced digital world, it is imperative that you embrace online video marketing, in order to express your brand’s message efficiently and effectively.
There are many benefits to online video content:
- Today is the age of the Internet. If done in a creative and entertaining way, a video can go viral on social networking sites. Thus, your brand reaching far beyond its expectations. Video has the potential to grab the attention of more potential consumers than other online advertising formats.
- Branded video is a far better way to engage an audience, especially when it comes to mobile. Online video advertising is a powerful tool for mobile, which engages an audience on a level that surpasses traditional advertising methods like print, signage and banners.
- The message or the concept should directly appeal to your particular audience. It is a better way to give a vivid demonstration of the services you provide, while doing so in a creative and timely fashion.
- If done right, online video content should incorporate a consumer’s emotional attachment with the service or product. Thus engaging the viewer on a more personal level, which in turn leads that person to buy.
The current state of online video advertising should be enough to convince businesses to implement an online video strategy. Online video is expected to reach 90 percent of all web traffic this year. With statistics like that, online video is a must-have standard piece of a business’ overall digital marketing strategy
A professionally produced video is recommended. There are many elements that need to be considered for the creation of a video that gains consumers trust. You might think that using your mobile cell phone is enough to create online content, but will it make a good impression? All the elements from video quality, lighting, sound, editing, music, etc… need to come together in order to make your business look professional and trustworthy. If one of theses aspects isn’t met, and the quality isn’t there, what will that say to potential consumers? If you are thinking of doing it yourself just to have content on your site, DON’T. It will defeat the purpose and potentially damage your credibility.
Take a look at this example produced for Reebok CrossFit East Woodbridge. Their marketing relied on pamphlets, email and word of mouth, which wasn’t working. After having an online promotional video produced, they saw enrollment to their classes increase immensely.
It might not be as expensive as you think. The cost of producing high quality video has come down in recent years and has allowed businesses to allot more of their marketing budgets to the online space. So, if you take your business seriously, then there is no excuse not to invest in professionally produced online video content. At the end of the day, it will pay for itself and you will find your money was well spent.