Insights in to video marketing
Forrester research recently published an article that outlines several key components of a successful marketing video.
While the article discusses video from a B2B perspective we feel it applies to business in general.
Highlights of the keys to success from the article are:
- Demonstrate a product that is visual
- Create a storyline
- Transfer some knowledge
- Use humor
- Be creative
Web International produces video content for clients that bring top results.
Humor… that one should be in bold. Take super bowl ads for example. If it doesn’t come off entertaining no one wants to watch it all the way through.
In video marketing you have to be serious in message but follow it up in a way that makes a person want to share it for some reason. Otherwise, you might as well be making a local commercial for Sunday afternoon on the local networks.
Also, you could add to the list, don’t take yourself too serious overall. I love companies that have enough humor about what they do that it leaves an impression of “We know our market so well, we can have fun and still do it in a solid way”… eg, don’t be stiff about “being professional”, if you ever want to be viral in an online video marketing campaign, it will never fly.