5 brands that are nailing video content marketing
Great one-off clips and full-on strategic campaigns, from Android's furry friends to GoPro's sport partnerships
Video content marketing is hot. It’s estimated that including a video on a landing page can boost conversion by as much as 80%. After watching a video, 64% of users are more likely to buy a product online, and YouTube reports mobile video consumption rises 100% every year.
It isn’t hard to understand why. Videos can convey in an instant what words cannot. They require minimal effort from the consumer, can be highly impactful and leverage emotions much more quickly than words read on a screen can. Video content should be integral to every brand’s visual content marketing strategy.
To inspire you and to get your creative juices flowing, here are five brands that are nailing video content marketing.
Android: Friends Furever
Android’s heartwarming Friends Furever video shows unlikely pairs of animals doing cute things. It tugs on the heartstrings and brings a smile to the face, and it’s received more than 24 million YouTube views. The video works because it’s simple and engaging, it doesn’t product-push and it aims to brighten your day. And it aligns with the brand’s mission and vision, which is centred around forging and maintaining connections.
Microsoft: Robert Downey Jr Delivers Bionic Arm
To promote its OneNote product to a millennial audience, Microsoft started The Collective Project, which looks at students working together to make the world a better place. The project inspires young people to turn ideas into action through a series of impactful videos of young people doing great things. The campaign featured a video showing Robert Downey Jr. giving a young boy a bionic arm produced by a volunteer group, Limbitless Solutions. It received more than 10 million views on YouTube.
Always: Like a Girl
Adverts for feminine hygiene products are not always the most compelling. Always shunned this trend with its #LikeAGirl campaign, which sought to empower young girls to break free of gender stereotypes. The video content it produced showed young women throwing ‘like a girl’ or hitting ‘like a girl’. They then asked younger girls, who hadn’t been exposed to the same negative stereotypes, the same question. The difference is striking, producing an empowering and inspiring piece of visual content marketing. The video received over 62 million YouTube views.
When it comes to visual content marketing and producing incredible video content, GoPro has it sussed, as evidenced by its permanent ranking as one of YouTube’s ‘Top 10 Brands’. As a camera company, GoPro uses video content to showcase perfectly the virtues of its product offering.
The brand partners with more than 130 professional athletes to create inspiring action clips and it struck a deal with the National Hockey League to mount cameras on players’ helmets and show fans what it’s like to score a goal. Its videos truly immerse followers in an experience at the same time as demonstrating the capabilities of its products. It’s so good there’s no need for GoPro to ever product-push.
Buzzfeed: Tasty & Proper Tasty
Okay, this a publisher and not a brand, but it’s a great example of engaging users (and exploring new niches) with short, snappy videos. Tasty is BuzzFeed’s Facebook-only cooking channel, and has earned a whopping 65 million followers with short video guides on making delicious food, such as the 45-second cheese-stuffed pizza pretzel.
Off the back of its success, BuzzFeed started Proper Tasty, which zooms in on the British desire for warming comfort food. Exhibit A: the 49-second toastie apple strudel.
It’s not hard to see why Proper Tasty has already gathered more than 11 million followers since December. This is video content marketing at its finest – short, snappy, engaging and focused on something we all love.