Online Video Marketing: 3 Essential Components

September 22, 2014 | Comments (0) | | Category: Commercial Internet Video and Webisodic Series Marketing with Video

Online Video Marketing: 3 Essential Components

What if you had the power to make people feel good about themselves, inspire a positive movement, and love your product all at the same time?  Sounds like a hefty task; some may even deem it impossible.

But I can prove that it can be done in less than 3 minutes.

Here’s how.

A beauty product powerhouse took one of the largest and most successful conceptual ad campaigns in marketing and made it better.  And they did it with the influence of online video.

The Dove Campaign for Real Beauty launched in 2004 with a photography exhibit in Canada which then ERUPTED in 2006 (a year after the inception of YouTube) with the marriage of a compelling short film.  The company then piggybacked off this success in 2013 creating the most watched video ad of all time.

Online Video Marketing

What is beauty?

Only 4% of women around the world consider themselves beautiful…that’s a problem.

The solution: Conduct a social experiment in the name of your brand and capture the experience on film.

Beauty Sketches has been viewed more than 114 million times and was uploaded in 25 languages to 33 of the brand’s YouTube Channels.

Here are three things the company did right:

3 Essential Components of Online Video Marketing

1 – They related to the target audience.  In order to sell your product, you have to know your consumer.  Find out their greatest fear and pacify them.  Learn their biggest problem and fix it!   Then spread the icing on the cake with a multifaceted approach wherein you promote your product and share information that benefits the viewer. In the social media world, one would refer to this as “#winning” for all parties involved.

2 – They evoked a powerful emotional response.  Have you heard the saying, “a person may not remember what you said, but they will always remember how you made them feel”?  Well now you have and it’s precisely what online video does in branded content campaigns.  The crux of B-to-C  AND  B-to-B marketing lies in the connection you are able to make with your audience.  And you have to make them feel something in order to do that.  We are visual creatures by nature; seeing something that makes us happy, sad, or mad will inevitably stir an emotion and cause a response.

3 – They created seek-and-share content. The Dove campaign obviously inspired many because the message was solid; however, the production of the short film provided the vehicle that allowed it to spread like a wildfire.  If done correctly, online video has the power to convert a message that people need to hear into one that they want to hear and share with others.  Again…#winning!

Whether you are selling a product, pitching an idea, or crafting an urgent public safety message; video will give your brand legs to move in the places you want to go.


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