Who doesn’t remember the 80′s hit, “Video killed the radio star”? Now, it looks like Video is no longer in the killing mood and instead is assisting in bringing brands of all levels to life.
The opportunity in online video for brands is a HUGE one. More than 3 billion videos are viewed per day on the web’s largest video-sharing platform, YouTube. Their monthly traffic hovers around 800 million unique visitors. Nearly 75% of U.S. citizens have visited a video-sharing site in their lifetimes, and more than a 25% visit video-sharing sites on a daily basis, according to a July survey published by Pew Research Center.
However with video there is a high risk with high reward. Videos rarely became viral by themselves
In fact, more often then not, videos flop. However by reaching out to online media, including bloggers, a brand’s video can quickly reach a large online audience of product enthusiasts. Brands should also embed and share their videos across other social channels.
SEO is another major benefit of online video. The more content a brand puts out on high-ranking websites — YouTube included — the more relevant that brand and its properties become to Google. And the more relevant the brand, the cheaper its cost-per-click rate becomes in paid search.
Online video can also be used to drive sales on-site. Ralph Lauren created a storybook and a catalog with their RL Gang books. Each book tells a fun story with characters clad in RL children’s clothing. If mom happens to like little Hudson’s oxford, she can click on it and find it immediately. I think it is a great example of online video that helps with point of purchase.
The best part of video is that it can show your brand’s personality. Some of my favorite brand channels are below:
- Roxy: The fantastic aesthetic of wicked waves and big beautiful swells help make Roxy’s content captivating. Roxy’s webisodes and mini-documentaries go beyond amazing surf footage and give consumers inside access to what goes on behind the scenes on the professional surfing, skating and snowboarding tour circuits. The video selection also features vlogs by the pros, lifestyle profiles of up and coming musicians and a potpourri of other content.
- Tara Stiles Yoga: While Tara hasn’t quite turned into a fashion mogul yet. I don’t think it will be long before she has her “Rebel Yoga” line. She has a growing brand and each week she creates new content that is riveting, educational and helpful to the expanding on the “Yoga” lifestyle.
- H&M: H&M’s brand is all about affordable fashion and their videos support that notion. Each video is about collaboration, their seasonal fashion lines and how to get the most from your shopping spree. Their videos speak to their core base and is interesting enough to woo new fashion addicts.
- Freaker USA: I first must state that I just LOVE these guys. I donated money via kickstarter to help them launch and I just find their quirky style and positive energy to be endearing. Their YouTube Channel helps support their “Freaky” qualities and really promotes their universally sized product. If you haven’t checked them out, please be sure to check them out.
Video still is considered the step-child of digital marketing but I hope that more brands embrace it and realize the power of video.
