Which website has more than 1 billion unique visitors each month, is localized in 61 countries and across 61 languages, and reaches more U.S. adults aged 18-34 than any cable network? The answer is YouTube. According to YouTube, over 100 hours of video are uploaded every minute and more than six billion hours of video are watched each month. With the popularity of video content so high, have you considered how your brand can take advantage of Video Marketing in 2014 and beyond?
Recently Unruly compiled a list of the Top 20 most shared video ads of 2013. Shares were tracked across various Social channels, including Facebook, Twitter and throughout the Blog world. Just taking a look at the top two shared videos, it is clear that there are several different factors that can make people want to share a video. The most shared video was Dove's Real Beauty Sketches with 4.24 million shares and the runner up was GEICO's Hump Day commercial, with 4.03 million shares. These two videos are completely different, however they both managed to be the only two videos of 2013 that topped four million shares.
The question is what makes people want to share your videos? In the case of Real Beauty Sketches, Dove used the video to tell a story from start to finish. In the video, a handful of women described their appearance to a forensic artist who drew the women without looking at them. While the women described their features in one way, complete strangers were later asked to describe the same women to the artist so he could draw a second picture. The result was two completely different drawings. The drawings based on the descriptions from strangers were more beautiful, making the women realize their true beauty.
On the flip side, the Hump Day commercial takes a clever approach and makes viewers laugh. The commercial is simple but funny because there’s nothing quite like a talking camel walking through the office yelling “Hump day,” right? While these videos are completely different from one another, they are both similar in the sense that they represent their brands very well. Dove has had other “real beauty” campaigns, such as the popular Evolution video, and GEICO's silly talking camel mimics its classic talking gecko mascot.
It is one thing to have people watch the videos your brand creates, but you want people to take it one step further and share them. In the words of Unruly's U.S. President Richard Kosinski, “Shares are the currency of Social success and for leading brand marketers discovering how to create and distribute highly shareable content repeatedly and at scale is now at the top of their wish list.”
The key to creating successful videos is to know your audience. Once you define your audience, you can ask yourself questions like: What types of people make up my target audience? Are they mostly young or old, men or women? Is humor appropriate for my brand's videos? How will my video be different than my competitions? And so on. Whether your brand is serious, silly, clever or compelling, you can make 2014 your time to create videos for your brand that are worth sharing!