Video has long been evoking strong reactions, and there is a history of shocking videos eliciting disbelief across the globe, from footage of the Hindenburg blimp disaster in 1937 right up to Rihanna’s most recent music video. The internet has now made communicating and sharing video content far cheaper than during the era of tapes and telly, and YouTube has become the second most popular search engine in the world after Google.
For marketers the possibilities video presents are astounding. Expensive ad space on TV and film is no longer the primary means of communicating video content to consumers, and sharing via social channels means content can be broadcast to an audience of millions for little more than production cost.
Many consumer-facing video campaigns have been highly successful, Dove’s ‘Campaign for Real Beauty’ being a notable example. Not only has this campaign reached a massive 163 million potential customers, but has also generated huge amounts of earned media through shares.
Other key audiences can effectively be reached and influenced through the channel. In particular, video has increasingly been used as a means of communicating an organisation’s value to investors.
New advances are coming thick and fast with some companies now experimenting with making their videos ‘shoppable’ so viewers can click on and buy what they see instantly; this could become a crucial assistant on the consumer buying journey. We would urge marketers to read widely, share ideas with colleagues and look out for roundtables and seminars to keep on top of the latest video developments to play a crucial role in keeping their business fresh and competitive.