Video content marketing: what it is and what it isn't
- Video content marketing is informative, engaging, and sometimes entertaining.
- Video content marketing is not a commercial.
- Video content marketing is accessible to more marketers than traditional video advertising.
- Video content marketing is not something that magically works no matter what.
Video content v. traditional commercials
Commercials tell us something, while video content shows us something.
Brands use commercials to tell us things about themselves: "This is what we do." "This is where we’re located." "We’re having a sale this weekend.” "We’re better than our competitors."
Video content, on the other hand, is a way brands can show their consumers facets of their personalities, the qualities that set them apart from competitors, how they operate, what it’s really like to work with them. Video content also lends itself more organically to the enjoyment of the primal act of storytelling.
Let's look at these two Gatorade campaigns, both creative, but fundamentally different:
We Love Sweat
Sweat It to Get It
The core message is the same--Gatorade is for when we sweat. However, the commercial tells us that Gatorade loves sweat, while the fun vending machine video engages us in a story about how Gatorade is only earned with our sweat. The “We Love Sweat” commercial is meant to be experienced passively when it airs on TV or when watched online. But the “Sweat it to Get it” video taps into our human need for story; because we engage with it on that level, we are more likely to share and discuss with others.
Video content marketing: open to the public
Video content is such a powerful force in marketing right now, and, unlike most traditional advertising, it’s accessible to small businesses as well as large. Think about this: In order to enter the network TV advertising space you must invest in production commercials; your budget must be big enough to buy good placement; you have to run the ad often enough to gain traction and get a reaction; and, you have to create fresh ads regularly. But with video marketing content, even companies with smaller budgets--or decent technology and operators in house--have the basic tools to enter the field. And with social media channels accessible by nearly everyone, the rest of the investment is the time it takes to upload and press “share.”
Of course, to increase the likelihood of success with video content marketing businesses need to have a solid video marketing strategy that seamlessly supports and enhances all other marketing efforts. In the rest of this series we will give you the tools and information that you need to develop and execute an effective video content strategy for your business.
Check out our video marketing products here, and let us know how we can help you create and implement your video content: http://inmotionimagery.com/videogallery/
Stay tuned for more posts in this occasional series on video marketing!