The days of simple online video advertising are long gone. While the online video market is expected to grow 55% this year, companies need to do more to engage consumers if they want to create memorable experiences.
According to comScore, video ads make up 25% of all videos that consumers watch each month. Websites with videos on their landing pages are 53% more likely to show up on the first page of a Google search. And a BrightRoll survey found that digital online video ads are more effective than traditional television ads.
As more companies embrace using this media, they need to produce videos and make them stand out. We’ve put together a few tips to illustrate what sets apart a winning video that consumers will remember.
Younger viewers that make up a large portion of the online video demographic don’t want to be “sold to”—they want to be part of a movement. They want to engage with your brand. This is why it pays to keep it real.
In the “Every Crab Has its Legs” music video, a rocker delights in eating at Joe’s Crab Shack, but that comes secondary as you listen to the inventive lyrics set to the “Every Rose has its Thorn” instrumental. The restaurant chain teamed up with Comedy Central to offer something quite comical.
Tell a story
Today’s ads don’t push a product—they communicate a story. Stride’s video, “Where the Hell is Matt?” went viral because the main character had an effective ability to motivate others. There was no mention of gum until the brand’s logo flashed across the screen after the closing credits, but we were left, somehow, inspired.
Volvo recently did the same thing as it showed highliner Faith Dickey crossing a line between two speeding trucks. The video aims to promote the Volvo FH, but the focus isn’t on the truck as much as it is on the suspense as Dickey masterminds the stunt.
And who could forget Yeo Valley’s ad? The UK-based dairy producer did a cool job of making a comical video about farming set to a unique rap which is less about their product and more about, well, farmers rapping. That’s entertaining!
Keep things consistent
Nike did an impressive job of garnering international attention with its “Find Your Greatness” campaign that launched during the Olympics. An array of different videos—from the little chubby boy jogging to pro cyclist Mark Cavendish thanking all his critics—moved many viewers. Even though Nike used the same tagline in all the videos, they found a fresh way to inspire consumers to be great, just as the people in the ads depicted.
Create a series
Sometimes one video won’t do the trick; a series can be more effective. Such is the case with the Web series “Dating Rules from My Future Self” starring the Vampire Diaries’ Candice Accola and The Hunger Games’ Jennifer Lawrence. The series also stars producer Shiri Appleby, who produces the show sponsored by Ford, Revlon, Bioré, and Schick.
Last month, ABC Family launched a weekly Web series for its hit show “Pretty Little Liars” as a way to keep fans engaged during the show’s hiatus. The first episode logged more than 250,000 views in less than 24 hours, the network reported.
Inspire a movement
Humanity.TV co-founder Kerrin Sheldon says that Dollar Shave Club’s initial video, which had more than 6 million views in a few months, is a good example of a video from a brand not otherwise known unless they produced a viral hit.
Beyoncé did a good job of promoting World Humanitarian Day with a video featuring her song playing in the background along with captivating pictures of humanitarian efforts. The video advertises the event but shows the impact people can have by participating, drawing on the viewer’s emotions.
Go for the stars
Let’s face it: It’s cool to see big celebrities go beyond the small screen into the online video arena. That’s why Google Chrome’s ad featuring Lady Gaga is so appealing. The stream depicts how the star uses Google to connect with her fans, or “little monsters,” and shows how supporters interact with her online. (Speaking of star power, who knew Fabio could do wonders for Old Spice?)
Creating an unforgettable online video to represent your brand takes a little imagination and effort, but the results can be lasting. After all, most people still remember that the kid dressed up as Darth Vader powering along to the Imperial March was promoting a Volkswagen.