by, Lesa Seibert, President, Xstreme Media
Last week we looked at Viral Videos and how they work. This week we will focus on Brand-Focused videos.
While the Viral Videos we looked at last week might be too time-consuming or difficult for what you need to accomplish, you can create brand-focused videos that have the potential to drive business for your company. A good example of the potential of a more straightforward, brand-focus video is seen in the recent Old Spice campaign featuring the Old Spice Man.
These videos, that were also used as commercials, are wildly popular and it was a huge success for the company. Immediately after the campaign ended, the Old Spice YouTube Channel became the most viewed channel on YouTube. Here are some pointers when trying to replicate the success of this or any other brand-focused video:
Last week we looked at Viral Videos and how they work. This week we will focus on Brand-Focused videos.
While the Viral Videos we looked at last week might be too time-consuming or difficult for what you need to accomplish, you can create brand-focused videos that have the potential to drive business for your company. A good example of the potential of a more straightforward, brand-focus video is seen in the recent Old Spice campaign featuring the Old Spice Man.
These videos, that were also used as commercials, are wildly popular and it was a huge success for the company. Immediately after the campaign ended, the Old Spice YouTube Channel became the most viewed channel on YouTube. Here are some pointers when trying to replicate the success of this or any other brand-focused video:
- Make the video engaging. The Old Spice Man commercials don't have flashy effects but they are strongly written and well-acted by Isaiah Mustafa. The jokes are so rapid-fire they encourage viewers to re-watch the videos to catch all of them. The lesson here is to keep videos short, dense and when you can funny.
- Make sure your video has important content. If comedy is not your favorite or your product or service is not something that lends itself to comedy, informative how-to videos can be just as effective.
- Make your video interactive. Another factor that lead to the success of the Old Spice Man videos is that he is responding to viewers. You can engage customers' concerns in video form to show that you care.
- Work across platforms. The Old Spice Man answers questions from Facebook, Twitter, YouTube, Reddit and more. By encouraging viewers to use different platforms, you encourage consumers to get more involved with your brand and company. Make sure to respond to those posts and consumers will appreciate that you put a human face behind the response.
- Make it professional. Don't sink a lot of money into it, but since these videos are seen as messages from your company, you want to make sure they look and sound good. Hire a professional videographer if you have to. You don't want a consumer's first thought when they think of your company to be "cheap" or "shoddy."
