In the last decade, video marketing has evolved from a niche strategy into a mainstream marketing tactic used by brands big and small alike. With so much more video content being created and distributed daily, it has become increasingly difficult to capture a viewer’s attention. Luckily, there are a number of brands leading the pack whose video marketing success can be emulated no matter your industry or geographic location.
We asked our community of experts to chime in and share their favorite video marketing tips and success stories from the last decade, and they did not disappoint. Read on to gather inspiration for your next video marketing campaign!
I recently ran the following marketing campaigns on TikTok that helped me boost my brand awareness and searches:
One of the ways through which I promoted my brand on TikTok is by promoting #[INSERT YOUR CHALLENGE NAME]Challenge. In this type of campaign, the brand challenges users to create and upload TikTok videos inspired by their original video using the #[INSERT YOUR CHALLENGE NAME]Challenge and tagging 3 of their friends to attempt the challenge. The person with the most hearts on the video wins a free product from the brand. This helped my percentage of brand searches soar 44% and engagement to almost 25%.
Another video marketing strategy that has paid off for me on TikTok is influencer marketing. I chose an influencer from the country I wanted to target for my region-specific marketing and tied-up with that influencer to feature my products in their TikTok videos and share positive reviews about my brand in it. In the same way, I requested the influencer recommend the viewers to try the product and leave a reply in the comments once they buy it. One lucky winner (after their purchase was verified) had the chance to meet that influencer in person. This alone helped my brand searches from that specific country surge to almost 50% and I got 2,000+ orders for my product.
Rameez Ghayas Usmani, Digital Marketing Executive, PureVPN
Code.org is a non-profit organization that aims to get more young people interested in computer science. They also happen to be one of my favorite examples of great video marketing. They posted the video below to their YouTube channel; this video featured leaders of the most famous software companies in the world describing his/her humble beginnings in a field they think anyone can succeed in.
Having famous names like Bill Gates and Mark Zuckerberg certainly helped pull in the views, but that’s just part of its appeal. The bigger reason why it clicked with a lot of people is that it made computer science, a discipline many find intimidating, both cool and accessible.
Daniel Carter, Founder, Zippy Electrics
I have an article series on my coffee blog that features cafes, bakeries, creameries, and dessert bars that are staples in the areas they operate in. I recently followed a modest ice cream shop in Columbus, Ohio called Jeni’s Splendid Ice Creams on Instagram and found my way to their YouTube channel.
In the age of 4k videos and seamless editing, this “oldie but goodie” (posted in 2017) video about ice cream sandwiches proves you don’t need studio-level equipment to make lovable ( and highly effective) videos. The use of catchy music and from the ground up ingredients feeds its customers’ interests before they’ve even had a scoop. This marketing-savvy ice cream shop has since upped its video game but stays true to the video marketing formula that made it a hit.
When you launch an account on YouTube, come out swinging with a style and tone you want to be known for. Too much content is created every day to wait for your audience to come to you.
James Kilpatrick, Founder, BeanieCoffee.com
I love this video by Mint:
As you can see, the video has more than 700k views, which is amazing for an ad, and it’s all genuine views too. The way it does this is by asking a simple question in the very beginning and facing the viewer with their pain points. Keeping track of your finances the old way is time-consuming and difficult and Mint helps you solve it. The rest of the video shows how easy it is to get started. The video is short, engaging, and gets straight to the point, so it’s no wonder it amassed the views it has right now.
Petra Odak, CMO, Better Proposals
We hired an animation studio to put together a short animated video explaining our company value proposition because it’s a bit technical.
This video is featured on the homepage of our site. Several weeks ago a prominent investment platform reached out to us to be featured on their site because they loved the video and what we’re doing.
Businesses should consider how a great video will not only increase sales to consumers but also increase the chances for raising investment.
Calloway Cook, President, Illuminate Labs
One brand that had an extremely successful video marketing campaign was Android.
The internet today is mostly videos and photos of cute animals doing cute things. Android ran an innovative campaign by capitalizing on this cute animal video trend and ran a video campaign built entirely from just stock footage. This footage was videos of animals in unlikely pairs that were not only heartwarming and easy to engage with but also drove Androids brand positioning across beautifully. It showcased how Android is also compatible with a variety of different devices and is not rigid like its competitor(s).
To run a successful video campaign as Android did, it’s important to have a pulse on your brand and your audience. It’s high time we treated brands like people and apart from just running video campaigns in a mechanical manner, it would derive a much better result if brands spoke back like a friend or an actual person. It’s important that the message you are sharing is not too blatant or promotional and if it’s content/story heavy your message isn’t diluted. Finding that right balance and creating content that is share-friendly will go a long way in running successful video campaigns.
Androids video campaign garnered 23 million views and the reason why it struck a chord with so many people is that it bothered to get an insight into where these animals were and how they were cared for by NGO’s and how you as a viewer could support them. By treating them more than just props in a video, Android further reinforced their image of a considerate brand.
Ojas Mhatre, Founder, Unstumbled.com
Brands like Nike and McDonald’s have video marketing tactics that slay every time. They typically do emotional marketing campaign videos as these videos go for a more profound impact, often touching on the core of the company’s values or mission instead of focusing on their products.
One example of this is Nike’s Dream Crazier ad campaign which garnered 6 million views on YouTube and more than 28 million tweets on Twitter. Nike’s official hashtag #justdoit which accompanied the ad was mentioned 15,000 times.
To emulate similar success, make the most of the emotive power of video. If you are scared you’ll lose leads in this manner, you can try to put a strategic call to action alongside a tracked URL at the end of your video; but make sure that it fits the overall story of the video. The first 10 seconds of the video count the most, so your video should immediately convey its value and answer, why should I watch it? that will be on your audience’s mind.
Matt Bowman, President, Thrive Agency
Video marketing has been tremendously successful for our company. With 57% of our new leads every month traceable to our video content, it has become an integral part of our marketing strategy.
We post at least 2 videos a month, mainly tutorials, how-to guides, product reviews, and answers to FAQs. Instagram has been most helpful for our video marketing as it provides various important marketing insights (YouTube follows closely).
It is very important to always keep the customers in mind when creating video content: don’t just market the company and its products or services, but rather ry to solve a problem for the customers.
Jane Flanagan, Lead Project Engineer, Tacuna Systems
I have created product-based e-commerce store videos that have garnered over half a million organic views.
My tip is to create videos that are interesting from the first second, and fast-paced with no fluff or down-time so viewers stay hooked and want to watch to the end.
My second tip is to make the video so helpful or surprising that it makes the viewer want to share it with friends, so you can get true virality.
Stacy Caprio, Founder, Accelerated Growth Marketing
I recommend that businesses create animated videos for their video marketing campaigns rather than traditional video formats. We’ve found phenomenal results at Nextiva by running an animated video campaign to promote out blog posts.
Animated videos receive more engagement than their ordinary image counterparts. Our three social media platforms experienced an increase in engagement: 11% more for Twitter, 43.5% increase on LinkedIn, and 94% more engagement on Facebook.
Animators have complete power over what they can produce, so doing an animated project makes the final product more like the conceptualized output.
Yaniv Masjedi, CMO, Nextiva
Video may have killed the radio star but it has most certainly breathed new life into marketing campaigns for countless brands. It’s been proven that video is amazingly effective in marketing campaigns and, some of my favorites are:
GoPro: Clever camera brand GoPro is known for its action-packed videos but, it excelled itself with the Hero In Action campaign which showed ordinary users making use of the camera for a number of different activities as well as shots of the camera itself in action.
Reebok: Based on the fact that the average human lives for 25,915 days, Reebok’s 25,915 days campaign is compelling viewing as it shows the running life of a woman in reverse, from middle age back to birth. Simple but effective, this campaign taps into the need to look after our bodies whilst giving us something great to watch. Genius.
These examples show that it’s not enough to just put out some shiny graphics and call it good: for a viral campaign, you need a great story and a powerful message.
Milosz Krasinski, Owner, Chillifruit.com
Since hooking up with ad agency Wieden+Kennedy in 1982, Nike has been coming up with video commercials that really touch the soul and raising the bar on video marketing. Their Just Do It campaign has been memorable and legendary; their ads are both timely and relevant, exactly when they’re needed the most. Commercials like You Can’t Stop Us, Play Inside Play For the World, etc. create a stir in our emotions and play with our hearts. You can literally feel the emotions pouring from the screens.
Businesses would learn a lot by doing what Nike is doing. Perfectly time your ads to touch on relevant matters. Come up with a double meaning that can be both used in and out of context. Use common knowledge to send the message across. Lastly, you can’t do just video ads alone: use print, social media ads, digital ads, use everything at your disposal to come up with a moving commercial.
Michael Miller, CEO, VPN Online Multimedia Inc.
Two brands that immediately come to mind are Backlinko and Ahrefs.
Brian Dean built his empire by publishing infrequently, but whenever he published something new, his blog exploded with new links, mentions, shares, comments, and, of course, boatloads of new traffic. He took the same approach with his video marking.
If you visit his YouTube channel, you’ll see he has less than 40 videos in total, and if you decide to watch them you’ll see that not only are the videos very informative and practical, but they’re also professionally done, edited and very high-quality.
Another thing he does is that he ties his videos to content on his blog. It’s not content repurposing per se, because videos are brand new material, but his videos definitely complement the content on his blog.
Another excellent example is Ahrefs. Their videos are also very high-quality and from what I’ve seen (and I watched nearly all of them), the Ahrefs team uses video marketing to promote their tool and what it can do to help marketers get more traffic.
If you want to emulate Brian Dean’s work and hopefully success, go all-in on quality and then promote your videos aggressively. If you want to emulate Ahrefs, use video marketing to promote your product or core service.
Nikola Roza, CEO and Owner, Nikola Roza – SEO for the Poor and Determined
Dove is my favorite brand when it comes to conveying a strong emotional message to society. Unlike other cosmetic brands, Dove makes the people realize that no matter their physical features are, they are still beautiful.
Back in 2015, this brand triggered a campaign with the hashtag #ChooseBeautiful. In that simple 3 minute video, the company delivered the sweet message to its audience to see themselves as beautiful regardless of the typical worldly standards.
Dove did not stop there, but we kept on seeing the company’s continuous overwhelming steps to break society’s stereotypes regarding complexion and beauty standards.
What can other businesses do to emulate this success?
Play up the emotional message. Brands should not focus on marketing their products or services, but rather instead focus on conveying a strong emotional message. Such videos get massive social signals and the message reaches to more people without paid promotion. Most importantly, in such advertisements, the brand’s mission and values are highlighted, which becomes the source of customer loyalty.
Werner Jorgensen, Founder and CEO, Heatxperts
We are suckers for video content and if it’s done well, brands can benefit greatly. There are countless examples of this but one that pops to my mind is the Friends Furever video by Android.
It’s short and sweet, with a loveable sing-a-long song about animals that befriend each other. The thing is, who doesn’t love animals? Well, some, but there’s something wrong with people like that!
For most of humanity, animals draw people in, it plays on the heart. That’s exactly what earned this video over 20 million views worldwide. Not only that, but the company made it clear these animals came from organizations taking care of animals who had been abused in the past.
If companies want to succeed with video marketing, in my opinion, they need to be engaging and use emotion – to make a genuine connection. This happens with clever content that doesn’t sell directly, but that tells stories or paints a picture instead. Much like this video.
Alina Allen, Web Developer, Clever Sequence
Not sure if you noticed recently but content marketing around food is absolutely insane. It’s getting smarter and more noticeable by the day. There are numerous brands that come to my mind, but take Tasty, for example.
They’ve received over 100 million followers (yes, that’s not a typo!); it’s over the top and for good reason. Their videos are short, attractive, accessible, and down-to-earth. They share recipes that nearly anyone and everyone could follow.
Rarely are the videos complicated or rarely do the recipes include fancy or difficult-to-find ingredients. They appeal to your average everyday American and that’s what I think makes them so popular.
If other brands want to benefit, I believe they should follow in Buzzfeed’s footsteps.
Mark Jenner, Founder and Chief Editor, FoodFireFriends
When it comes to the auto industry, there is no shortage of advertising content on TV, social media, and even on roads with displayed digital billboards. The Canadian company Wheels came up with one of the best video marketing campaigns in recent memory; it was inspiring and emotional at the same time, and so was the most viral marketing video of 2017.
The brand did not broadcast the video too much, but it got the maximum hype in the time of Olympic games supporting the Canadian team.
What can other businesses do to emulate this success?
Center the content around the story.
This video wasn’t meant for sales but evolved around a story that took everyone’s heart. The people showing love to the concept ultimately brought the brand in the spotlight, and the appreciation helped the brand to increase sales. It is not necessary to make your product prominent in the video; you can and should focus on the storyline that catches the audience’s attention.
James Walsh, CEO, Billionsinthebank
Last summer, our content marketing team put together a virtual summit event, SmallBizCX19. It was broadcasted live via video on our Youtube channel. During the broadcast, we interviewed top customer experience experts such as Shep Hyken, Jeff Toister, and Nate Brown, as well as five others. People in our audience who signed up to participate were able to watch all sessions live on Youtube and ask questions about all things customer service.
After the summit we took the valuable insights we gathered through the sessions and took it even further into our content. We created webinars featuring our interviewees for our website visitors to view at any time as well as detailed blog posts that contained the individual video sessions.
This strategy provided a boost in our website traffic, generated social media engagement with our audiences, an overall increased our online engagement and connections. Our readers and customers enjoyed the value these customer experience professionals added to our content and engaged with it more actively.
Overall, this video marketing campaign was a success. We increased brand awareness among our audience, saw a boost in readership, and increased engagement from our customers. It just goes to show that not all video content requires actors and a script.
Natalya Bucuy, Content Marketing Coordinator, LiveHelpNow
There are a couple of companies that I think have used video marketing effectively: Always and Intel.
The feminine hygiene company Always has used video marketing to great effect. Rather than going for the stereotypical women walking through the city or a meadow talking about tropes Always has gone in a different direction. Their #LikeAGirl campaign was empowering, inspiring, and impactful.
Intel has used video marketing to not only showcase its products but how people are using those products to make the world a better place. Take the five-part “Meet the Makers” series, for example. Lindsay Kolowich states, “They were able to drum up interest in a way that a traditional, product-centric advertisement couldn’t.”
What lessons can businesses learn from these ads?
- Evaluate the macro effect that your product has on the world around it then hone in on someone’s micro experience to deliver a relatable and compelling story.
- Think about customers outside of where their lives intersect with your product.
- Take a stand: How can you use your brand and your platform to make the world a better place?
- Always take an opportunity to celebrate everyday heroes.
- Don’t be afraid to broaden your brand’s emotional palette.
Dante D. Donahue, Owner, Triple D’s Estates
We’ve used video marketing effectively to reach our niche audience of DIY car enthusiasts and people who live in their van or RV full-time. Second Skin Audio sells automotive soundproofing and insulation materials, and so to reach DIY car enthusiasts and people passionate about vehicles, we’ve focused on posting short-form video content to our various social media pages.
Short-form video content is highly captivating and engaging and we find posting videos of customers installing our materials inside their vehicles always helps us gain more followers and make more sales. People also feel like they can trust us more as a business because we so frequently post videos showing how much more comfortable customers’ vehicles are once they’ve had our materials installed. We’ve experienced some of our best weeks for sales since starting to post more short-form video content to its various social media pages.
This recent short-form video post for us netted at least 1,000 views, for example. Our typical photo posts, on the other hand, get less engagement (usually between 1 – 100 likes).
Sturgeon Christie, CEO, Second Skin
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