Online video is more than a passing trend or the latest fad. Businesses around the world are using video to attract, engage and convert customers.
Making a great video is one thing, but the social web has allowed brand videos to absolutely explode in popularity, with users doing the work of promoting advertising content through social sharing. In October 2012 alone, US adults watched 37 billion pieces of video content and viewed almost 11 billion video ads.
In order for videos to be most effective, they must be relevant and engaging for consumers, according to SundaySky. Their research shows that viewers spend more than double the time on video clips they find personally relevant.
How can your business tap into your audience’s desire to be entertained and informed via quality video clips? Take a page from these B2C brands; they’re seeing massive successes with their video content.
Barbie YouTube Channel Demonstrates Accessibility
Do you have customers in multiple languages? The official Barbie YouTube channel offers their popular videos in both English and Spanish, to meet the needs of their consumer base. Barbie’s channel has over 75,000 subscribers and their videos have been viewed over 131 million times! Make your content accessible to all of the people you are trying to reach.
T-Mobil Taps Into the Entertainment Factor
What do (awkwardly) dancing dads have to do with cell phones? Not much. Yet T-Mobile’s channel and videos are wildly popular, thanks to their entertainment value for their target audience. Each of the videos in this series is short, funny and easily shareable. Make your customers laugh and they’ll not only watch, but share with their friends, as well.
Dior Offers Social Fans a Little Something Extra with Video
Social fans love to follow brands who offer them something they couldn’t get anywhere else. It’s a very good thing to make your customers feel truly connected with your company by giving insider access to how the business works or what goes on behind the scenes. Fashion brand Dior does just that by filming social content that gives viewers a sneak peek at what goes on backstage at their shows. Give your customers an exclusive, behind the scenes look at your company to show them how much you value their loyalty.
GEICO Creates Series of Videos to Encourage Further Viewing
Organizing brand videos into playlists is a great way to get viewers watching more videos, for a longer period of time, as GEICO well knows. They’ve been rewarded with over 46 million video views. In one series, pictured above, the insurance company created an entire series, called The Gecko’s Journey, to journal the travels of their lovable mascot. Create a video series with the idea in mind that one should logically lead viewers to the next and tell your brand story over several videos to keep people watching.
Home Depot Wins Over Social Fans by Providing Useful Information
Provide fans utility and they will keep coming back for more helpful information from your brand. Home Depot uses videos to show fans how to perform different home renovation projects, as in their Painting 101 series. In video, they are able to walk viewers through projects that just can’t be as easily explained in text or images. Add value to your social presence by being a helping hand for fans; build your reputation as the expert in your field by sharing your knowledge and information.
Use this lessons from B2C fans to make your online videos more meaningful and engaging for fans. Once you’ve created great content, don’t forget to share it across your company’s social networks, on Facebook, Twitter, LinkedIn and elsewhere.
How do you use video in your content marketing strategy? Share your tips in the comments!