Is your food or drink brand summer ready?

4th October 2018

written by George Hughes

Summer is a really important time for many FMCG brands – it’s a happy time filled with a lot of fun and excitement, good weather, holidays and late night sunsets, and is therefore a massive selling point for both businesses and consumers. Some brands depend solely on their summer campaigns and will spend the whole year working towards the months of July, August and September, where they release new products, run promotions and do big advertising online and out of home. For food and drink brands especially summer is a massive highlight of the year, it’s when all of the big food shows roll around like Taste and Lunch, and when consumers are more eager to be out and about, which unsurprisingly means they eat on-the-go a lot more. In fact, consumers are prepared to spend more on things like food in the summer because they spend more time outside and last year we saw a 5% rise in consumer spending during the summer holidays (Barclays). Because of that, the months of “summer”  are some of the best times to be making video content and getting your brand as much attention and exposure as you possibly can, so that when your customers are out and about, they will spend their extra cash on your products. 

 

Digital marketing during the summer can be very loud, fun and exciting, and your content can be as colourful and summery as you like. Using a season to help promote your brand is an easy and effective way at engaging customers and reaching new audiences And making video is an even better strategy as it can be cheaper, more versatile and a lot more engaging. Consumers already prefer watching video to static imagery and text and during seasons of fun like the summer holidays they are even more receptive to adverts that reflect the positive and happy vibes they are trying to achieve during the summer months. Here are some examples of videos your food or drink brand can make this summer…

 

Social Media Videos

You can go really basic with Instagram video ads like this one from Costa Coffee – Iced Coffee Range. 

Really simple but yet very engaging; they’ve made the coffee and the foam look like the ocean and placed it in front of a blue “sky” background. It’s eye catching because it looks like the beach and reminds you of summer holidays, vacations and calming times spent looking at blue skies  It instantly gives you a positive feeling.

These Instagram videos from Holland and Barrett work well at promoting products using a happy and summery vibe.

 

Summer Campaign Video

The great thing about a summer campaign is that they can be as extravagant or as simple as you like. They can range from a massive stunt in Waterloo Station, to a pop up shop on Oxford Street, to a simple out of home billboard or online advertisement. Either way if your food or drink brand has anything planned this summer you’d be a fool not to film it. If you’re attending an event then you should film it, if you’re handing out samples then you should film it. Even if you’re going on a work outing to the Zoo, you should film it! We did a summer campaign video last month for UpBeat Drinks for the launch of their new juicy protein water products and to promote their new re-brand. The video was a 22 second social media advert and a 6 second cut down version for YouTube pre-roll as well as a 15 second version for out of home digital display.

 

 

Filming your street sampling is one of the quickest, easiest and most effective ways at getting great customer feedback, market research and providing audiences with a first hand, genuine account of what people think of your product! We created this video for Emily Crisps last year to promote their Whole Foods front window display on Kensington High Street! 

 

 

Promotional videos

Promotional videos are a really effective way at targeting and engaging consumers and work really well across all forms of social media and online advertising. These can be as short as 6 seconds and can advertise your products online to target audiences that you really want to market to. They can be short and snappy and therefore really eye catching, like this promotional advert by McDonalds which is promoting their iced coffee range.

 

 

It’s striking and definitely takes you into a summer hypnotism. Really cheaply, you could film your cold drink bottles close up with water slipping down the side – its eye catching and reminds you of summer – great for an instagram video.

 

Video adverts

So, Boot’s isn’t exactly a food and drink brand but they do stock and promote a lot of food and drink products. This advert they’ve recently released called “Summer” created by marketing agency Ogilvy is a great example of the types of promotional video adverts you could make online. Whilst this had significant budget behind it, you can still take aspects of this video advert and utilise in your own video marketing on a much smaller budget. This is a montage of a child’s summer experience, from the school summer dresses to watering the plants in the garden. A food and drink brand could make short video content for online advertising that shows a child in the garden playing with water and mum calls them in for a snack. Or, people in a park playing frisbee and reaching for your product.

 

 

Event videos

If you are exhibiting at an event this summer then 100% make sure to film it and make sure to create some promotional content around it. Exhibitions are the perfect place to get video content for your social media pages, online advertising and even for your brand film, because you have first hand footage of consumers sampling and trying your products. Event videos make great case studies and customer testimonials. Don’t be afraid to ask the visitors what they think of your product and film their reactions. It’s great to show your audience that you are out there, attending events, making the most of your summer and keeping them in the loop. Event videos work well at developing your brand identity and personality. You can live stream these events, take videos for your instagram and facebook story or you can get a professional to film it and get interviews.

 

Be creative this summer with video and get your brand out there, show off your fun personality and engage with as many audiences and customers as you can. Summer is a huge promotional attraction to any brand, influencer and consumer, so regardless of the budget just make sure you’ve got a lot of summer related posts and videos going up onto socials, through your stories and feeds. This way you can effectively stay at the front of people’s minds and slot into their news feeds with relevant content.

 

 

A brand that is dominating the world of  content marketing right now is the notorious Nike Inc; the world’s largest athletic footwear and clothing brand. Over 55 years, Nike is risen to become a shining example of a brand that has it all; market share, $34 billion yearly revenue, contracts with world renowned sportsmen, factories in over 40 countries and selling worldwide in over 170. Nike is doing phenomenally well and shows no sign of slowing down.  Competition is fierce in this space, with brands like Adidas, Puma and New Balance all taking their slice of the market however, something about Nike and its strategy has placed them at the top of the playing field and has kept them from being overtaken or outshined. So what is it that makes Nike different?

 

Founded in Oregon in 1964 by young entrepreneur Phil Knight, Nike started off as a reseller of Japanese running shoes selling to well known sports brands across the US. Knight wrote a paper before the inception of Nike called “Can Japanese Sports Shoes Do to German Sports Shoes What Japanese Cameras Did to German Cameras?” After that Knight went on to create the company Blue Ribbon Sports, which we now know today as Nike Inc. Hard work, luck and determination were not the only forces that turned Nike into a world leading manufacturer of sportswear but also a superb and unique marketing strategy, one that encouraged people to think differently about athletic footwear and oozed the “Just Do It” mentality.

 

Nike has been a brand that always challenges the boundaries of sport, sportswear and athletic principles. So much so that today Nike is worn and bought by billions of people around the world who aren’t even interested in sports. They decided early on that their products would be constantly redesigned and reimagined with their customers in mind, pushing the traditional running shoes as far as they could using crazy inventions like waffle machines to design the soles. Very soon Nike became less about the shoes and more about fitness. They didn’t want to sell you a shoe but instead a mantra of being fit, active and staying healthy. Their shoes were sold as a way to stay in shape but the fact that they were comfy to run in and more stylish to look at was a bonus. Nike very quickly became the fitness brand selling a way of life, an image, a feeling and a lifestyle – their customers and audience then became the most important thing to the business.

 

So, in the 21st century what is it that Nike offers us that makes them so irresistible? To reach their new, digitally savvy audience, Nike put a lot of attention into their content creation, focusing on their social media channels and video production. Through their brilliant use of advertising Nike offers all generations, gender and races across the world this feeling of empowerment and energy. Their marketing strategy is to empower people through uplifting videos, advertisements that ooze culture, social freedom and restraints, fashion trends, lifestyle trends, opinions, messages and love. They test the limits of our personality by being so in tune with the world and providing their customers with a release, a safe place and the feeling that they are not alone. They now produce regular video content that speaks effortlessly to their customers through strong, moving and engaging storytelling. 

“Walk With Love” – Represent Love

 

Nike BETRUE – Nobody Wins Alone

 

“MILES” Joan Benoit Samuelson

 

For a long time now Nike has slowly started to reduce the production of TV adverts and instead focus on video content for their YouTube channel. Understanding that marketing in the digital age is changing, Nike decided that the quickest and most effective way to reach their audiences and customers with detailed, meaningful and relevant content was through online video. They dropped their TV and print advertising spend by 40% between 2010 and 2012 – but increased their overall marketing budget to $2.4 billion in 2012 (Fortune). This marketing strategy in itself shows that Nike as a brand that follows the people, listens to trends and adapts instantly to the changes in culture. TV advertising spend dropped substantially in the last few years because traditional TV viewing has also massively declined. Instead, video streaming and viewing has become a lot more selective, personal and intimate, and because of online streaming it has become hugely accessible and people prefer to binge watch shows at their leisure. YouTube is the second most used site after google (Alexa) and users view more than 1 billion hours of videos each day (YouTube).

 

Nike speak to their audiences on their terms. They provide customers with personalisation, the ability to design their own shoes, content to watch that reflects their attitudes, opinions and lifestyles, not to mention the endless creation of new styles, clothes and shoes that constantly hit our high streets and allow its customers to always feel original and stay excited and passionate about Nike. What is their marketing strategy? It’s to give the people what they want with the utmost time, attention to detail and uncompromising quality whether that’s clothes, experiences or content. 

In an article by The Guardian, Ralf Lucas the founder of Good Schools Guide said that he was noticing a clear shift when meeting parents in their opinion towards State schools, saying that “Independent schools really need to show us more, not just tell us, as we’re really taking State schools seriously”. Parents today are spoilt for choice. Not only do independent schools need to prove their value over State schools but they also need to work harder to stand out from their competitor schools. This is why a well executed digital strategy should be a top priority for any marketing team in the independent school sector, and digital advertising can play a massive role in that.

So, what is digital advertising? Digital advertising is when you run adverts online across social media, Google, Youtube, and various other websites. Last year digital advertising spend outstripped television for the first time in history (SEOworks). It’s highly effective and the good news is it’s affordable for everybody, regardless of the size of your school marketing budget.

What are the best ways to use digital advertising for your school?

1. To drive more people to your school website

A video on your school website is an extremely effective way of engaging prospective parents. But how do you get them to visit your website in the first place, especially if they’ve never heard of your school? By running adverts online across Facebook and Instagram you can reach people beyond your immediate sphere of influence. For example, if you are a boarding school based in Surrey but you want to attract more international students from South Korea, you could run a Facebook advert that only targets affluent, well educated, English speaking adults in the Seoul area. Or, if you are a school in Buckinghamshire running a bursary scheme for inner city children, you could run an Instagram advert explaining the advantages of the scheme targeting London postcode children under the age of 16 who attend a specific selection of State schools. Even if you just want to attract more pupils from the next county, social media advertising is a great way to do this.

2. To highlight the best aspects of your school

Parent’s can often get into “analysis paralysis” when comparing different schools. This is because many will have a good website, a compelling video and lots of information that positions them in a favourable light. To stand out from the competition, you need to think outside the box and that’s where digital advertising can help. You can provide parents with many more layers of information about your school to help them in the decision making process and also keep yourself in the front of their mind. By creating a series of films highlighting different aspects of your school, whether that’s art, sport or academia, you can run them as promotional videos online across social media channels, Google and Youtube.

3. Keeping you at the front of prospect minds

One of the best things you can do for your school with digital advertising is to set up “re-marketing”. You might not have heard of re-marketing before but you will no doubt be familiar with it. We’ve all been there; you look at a bit of furniture or some clothing online and then an advert for that same item starts following you around the internet. You might find this slightly annoying, but the truth is it really works! All you need to do is ask your website designer to install Google and Facebook Pixel. Once that’s done you can set up your own re-marketing campaign via Google ads or Facebook ads. The reason this is so good is because it will keep your school in front of prospect parents as they deliberate over which school to visit, or which school to choose for their child.

Digital advertising can offer you some great solutions. Instagram and Facebook are both platforms that allow you to be very strategic in your approach to reach target audiences. By allowing you the selection of certain factors like location, age, gender, demographics, interests, behaviours, connections or language, you have the potential of reaching parents and students worldwide. As well as specific people around the UK. Your main focus when advertising on these platforms is to have a very distinguished idea of who your target audiences are and how you are best going to reach them with compelling content. 

You can be even more specific in your approach by targeting your prospect parents and students on the channels that you know they are most active. For example, if you want to be targeting parents with digital adverts the best options will be Facebook, Google and Youtube. As an older generation and not so immersed in the world of social media, you’ll mainly want to target them during everyday internet activity, for example, at work or online shopping through Google, watching recipe videos on Youtube, or, staying in contact with friends on Facebook.

If you want to be targeting students with your digital adverts the best platforms for you will be Instagram and Snapchat. The younger generation is much more tech savvy – providing them with direct access to your school’s information through a well displayed advert on Instagram will add a lot of credibility (maybe they’ll even share the ad). If you want to be reaching Feeder schools with your adverts then the best place to reach them is through Twitter as it’s more of a platform for brands, businesses and organisations. Perfect for spreading a more sophisticated message about your school to other people in the same field.

Digital advertising can seem like a daunting task but once you get started it soon becomes second nature. Just be specific in your approaches and make sure to have a very clear idea of who you want to be targeting. Use the right platforms in relation to your target audience, be knowledgeable about them so that you can be precise in your targeting and, be specific in the content you produce so that it resonates and connects with the target audience.

The best thing about commissioning video for your independent school is that you probably already have a great story to tell and a lot of amazing assets to film. That’s the hardest part over. Now it’s just about creating videos that tell your unique story in the best way, connect with your audience and help you drive admissions. Coming up with those film ideas can sometimes be a tricky task, especially when you have specific objectives like changing the perception of your school, reaching a wider audience, or letting people know about a unique aspect of what your school offers. To help you get started, here are 5 types of video that can be used to tell the story of your school.

1. Website Video

The first place to start is with a video that sits on your website and tells the story of your school in a nutshell (2 – 3 minutes). It is the first thing that prospective parents will engage with when they search for your school, so it has to be broad and cover all the relevant information. It can be a lovely mix of interviews with teachers and pupils, footage of the grounds and the facilities, footage of the students and teachers in action and everything that the school has to offer like extra-curricular activities, boarding and your school’s achievements. It’s an extremely effective way of building a personal connection to your prospective parents and can be empowering, heartfelt and even humorous.

Here is a website video we made for St Margarets.

2. Departmental films

These are videos that can be about the schools different departments such as the arts, sports and science, or particular aspects of the school like boarding, prep-curriculum or extra-curricular activities. It’s great to highlight particular aspects of your school that you really want to shout about, or to let people know about a side of your school that they didn’t know about. If you want your customers to know of your fantastic theatre facilities then create a video interviewing the teachers and students, then combine that with footage of the theatre rehearsals and plays. If sport is your forté, then create a short film looking at all the different sports you offer. Or, if you’ve traditionally been seen as a sporty school but have made huge headway in academic league tables, then create a short video about academia and teaching to show a different side to your school. Departmental videos are also extremely good at giving your customers a more detailed and personal look at your school. These videos can be hosted on your website, your Youtube channel and can also be turned into great online advertisements for Facebook and Instagram.

3. Pupil Stories

Another effective way of telling your school story is from the perspective of the pupils themselves. A video of your pupils (with their parents consent) put up onto your Facebook or Youtube channel can be a great way to build an instant connection with prospective students. These videos can be highly creative and can also be a really good way at getting your existing pupils involved with some media, filming and acting activities. It can also be a great way to show the pastoral side of school life. Themes for these videos could include “A day in the life of a student”, “Boarder’s Story” or “Leaver’s Story”. Your pupils are perhaps the best ambassadors you have for the school so make sure to feature them in your videos.

Here’s a video we made for Moulsford Boy School to sit on their website which followed a pupil throughout his day.

4. Message from the Head

Many schools have a “Head’s Welcome” message on their website so why not turn this into a video? Parents will always be keen to know who the Head of the school is and to get a feeling for what outlook they have. This would be an interview with the Head giving their personal story and connection with the school, outlining their experience, capabilities and everything they hope to achieve for your child. It’s a personal way for the Head teacher to tell their story and connect with parents directly.

We made this video for The Oratory Prep school to house on their website which has an interview from the headmaster. We filmed the interview and created a separate, longer film for other marketing activity.

5. Short form stories

These are videos that tell a story of your school in under 20 seconds that can be very easily marketed across the internet through your social media channels. They are a great way of regularly getting your school message out there to your potential audience. These videos could feature quick vignettes of school life like boarding, extra-curricular activities or after-school clubs. They could also focus on individual aspects of the school and its facilities like the sports hall, theatre or grounds. Or they could highlight a different side to learning at the school like using smart boards in classes, school trips and outdoor learning. The great thing about short story videos is that you can easily create a large volume of videos from a single shoot and each video can tell a different story about your school.

We made this video for Priory Academy LSST for their digital advertising campaign to increase boarding admissions and international student intake. We made short form videos that looked into each international students life boarding at LSST.

These are just 5 ideas for videos to tell the story of your school but this really is just the tip of the iceberg. When you start to get creative with your videos, there’s no end to what you can create from mini-documentaries filmed by the students themselves to ex-alumni films and even 360 videos of the school grounds and facilities.

As recently as 5 years ago, the vast majority of us would have tuned into our favourite show via our TV sets… at home… probably on the sofa. Today, the picture is very different. Almost half of adults aged 22 to 45 are not watching content on traditional TV platforms (AdAge) and 64.8 million people born between 1981 and 1996 will watch streaming videos or downloaded videos on a device at least once a month (Forbes). TV as we know is dead. Long live online streaming! Of course, TV isn’t actually dead. But the way we consume it has changed forever. Many people will still flick the TV on to catch their favourite series as it is released whether that’s X Factor or Silent Witness, but for most of us, on-demand has replaced live viewing as our preferred method of consuming any type of television content. And for Millennials and Generation Z who have come of age in a digital world,  BBC and ITV are increasingly shunned in favour of subscription based services like Netflix or Amazon or user generated content sites like Youtube. 

 

The writing has been on the wall for analogue TV for at least 2 decades and when the analogue signal was switched off in 2017 forcing every individual to access television via a digital box, it wasn’t a great surprise to the industry. The emergence of super-fast broadband that removed the need to have a sky dish or cable TV to access more than 5 channels of television was one of the biggest driving factors behind the shift in the television landscape. That… and the arrival of 3G and cheap mobile data which has allowed video streaming in the palm of your hand.

 

It’s surprising to find that Netflix has actually been around since 1997. It started life as a DVD rental business but began streaming online video in 2007, just 2 years after Youtube was founded. Today Netflix has 139 million paid subscribers worldwide and on Youtube, one billion hours of content are watched every single day. YouTube is ranked as the second-most popular site in the world after Google (Alexa Internet). And, whilst Netflix and Youtube may have paved the way for online video, there are now dozens of different streaming platforms from Disney+ to Apple TV, Now TV to Facebook Watch, TikTok, Instagram TV and Amazon Prime.

 

There’s huge money behind these platforms. Facebook will spend a “measly” $1 billion on video content this year compared to Amazon’s $4 billion spend last year and Netflix’s projected $8 billion spend for 2019 (Media Post). Also this year, Amazon and Netflix have said they will be investing in UK TV production, and will help to promote these shows on both platforms (Video News). However, the question is, will this bring traction to TV broadcasters or, will audiences be tuning into their SVOD (Streaming Video On Demand) services to watch the shows? An Ofcom report released in the summer found that huge investment in original content by digital players has seen subscriptions to SVOD services in the UK overtake subscription to pay-TV services. Ofcom also found that last year that after a period of sustained growth, pay-TV subscription revenues fell in the UK for the first time, falling by 2.7 percent to £6.4 billion. Unsurprisingly as UK consumers turn their back on conventional television viewing in favour of subscription based streaming platforms, they also turn their back on advertising. TV advertising income fell significantly last year, declining seven percent year-on-year in real terms to £3.9 billion (Video News).

 

So what does this mean for brands who have, in the past relied on TV advertising to reach their customers? You guessed it, they’ve started to pump more and more of their budget into online advertising. Last year, digital advertising increased by 9.5% in the UK (emarketer) with video being the fastest growing medium. The exciting thing is that marketers looking to get an edge over their competitors are putting budget behind incredible branded content that is shining a spotlight on their products and services. Volvo, Heineken and Dove are not only running heavy hitting multi-channel campaigns with a hero piece of video content at it’s heart, but many like Patagonia, Red Bull and Nike are becoming publishers in their own right with Youtube channels that include regular, engaging video content that is enjoyed by millions of people.

 

As we, the consumer, become accustomed to subscription TV viewing, the days of sitting through 5 minutes of TV adverts seem like a distant memory. No surprise then, that we actively avoid spending time online in places where we are being hit with constant adverts. With Youtube releasing its own subscription service, it begs the question how long we will have to wait before Facebook, Instagram and other platforms follow suit? Moving forward, brands will have to work harder and harder to get their message seen by their audience and commissioning branded content will be one of the best ways to do that.

In today’s digital world, brands can now reach their customers with dozens of touch points from Google and Youtube to Facebook and Instagram. But there’s also a problem; with the proliferation of digital marketing, people are starting to become desensitised to online adverts – they’ve learnt how to tune out the digital ad noise.

 

As we move into the next decade of the 21st century, brands will have to work far harder to connect with their “audiences”. Conventional advertising won’t be enough. They will need to create educational, entertaining or informative content that puts their “audience-first” – putting the customer’s needs before the brand. Not only will this help them to compete for their customer’s attention, but it will also enable them to create a more meaningful relationship with their customers.

 

For consumers, this “Audience-First” video content will compete for their attention with TV programming and other forms of entertainment. The only difference is that the video content they love to watch online, will be powered by brands. For the Brands, the video content they provide will enable them to create a connection to their market and loyalty beyond anything they had experienced before.

 

A lot of major brands like Volvo, Patagonia and Red Bull already have Youtube channels dedicated to audience-first content. These include informative series about interesting people, places or topics that they know their audience will enjoy watching. Volvo run a documentary series called “Human Made Stories” looking at amazing people doing incredible things. Red Bull’s focus is on extreme sports; people snowboarding, mountain biking or surfing, where the only mention of Red Bull is a logo in the corner. And Patagonia do a series called  “Workwear” looking at craftspeople and workers doing interesting jobs. It’s not heavily branded and it’s video content that normal people love to watch.

 

So how do you get started with audience-first video content and how can you incorporate it into your own marketing strategy?

 

It’s firstly important to understand your demographic – their interests, their dislikes, their habits and their activities. You need to understand what sort of video content will resonate with them. It’s clear that a 25-year-old women in London may not enjoy watching the same content as a 50-year-old man in Leeds, unless they both share similar interests and passions. Once you’ve found a common thread to your customers, try to come up with ideas for video content that will resonate with them.

 

Social media platforms offer great tools to connect with customers and find out what they are interested by. Using Instagram stories you can directly ask your audience questions. By using “polls” or “ask me anything” tools, you can find out first hand what your audiences are interested in. So if you want inspiration for your first Youtube series then post the question on Instagram.

 

Audience-first content doesn’t have to be a massive production of documentaries or nation engaging stunts. It just has to be content that is made for your audience, whether that’s “how to videos”, interviews with experts, or recipe videos. At its core, Audience-first content should not be too heavily branded or advertorial. You need to make your audience forget there is any kind of branded message.

 

For more information on Audience-First content please feel free to give us a call or drop us an email. We always encourage our clients to explore audience-first content as we see this as the future focus for brands.

3 Easy Steps to Get Sales with Video

Video is dominating the digital marketing space at the moment and the statistics speak for themselves. According to Google nearly 50% of internet users look for videos related to a product or service before visiting a store and video ads have an average click-through rate of 1.84% – the highest of all digital ad formats. (Business Insider). But what’s the best way to drive sales for your business with video?

When it come to sales, Google describes the consumer marketing journey in its own framework “See, Think, Do”. In short, these are the 3 phases a customer goes through before buying your product. First, it is awareness of your product or service. Next, they signal an intention to buy and finally, they buy.

Whether you are a B2C brand selling a consumer product or a B2B business selling a service, you need to create a funnel of interest and leads at the start of your consumer’s journey and then guide them through these 3 steps before asking for a sale. The best way to do this is with either an online advertising campaign, an email marketing campaign or a mix of both.

1. Inform

Run some general awareness video adverts on either Google, Youtube or Social Media. This is for the people that don’t know you and haven’t even heard of you. Get them familiar with your business through targeted video adverts. Identify your audience first, decide where the best place is to reach them, then create adverts that softly introduce you to them. Don’t try to strong-arm them with a sale at this point. Brands that use video marketing grow their year-over-year revenue 49% faster than brands that don’t. (Wirebuzz)

2. Educate

Often, your ideal customer doesn’t know they have a problem that you can solve so begin to educate them. Let them know about the value of your product and why it is a good fit for them. In their buyer journey, when they are in Google’s “Think” phase, they will be seeking out information before making a decision so this is a great time to educate them. In fact, searches related to “how to” on YouTube have grown 70% year on year. (Google) Either send videos to your prospects via email (if you’ve captured their information) or re-market to them via Google or Facebook pixel. As I’ve talked about in a previous blog, think about creating videos that focus on the problem rather than the product. For example, if long distance runner is having a problem with blisters and your product solves that, then create content that unpacks “why” blisters happen in the first place, then how your product helps.

3. Offer

Buyers love a deal so run a promotion and deliver the promotion in a video. Run these videos as either 15 second adverts to the same audience you have raised awareness with, re-market to your existing audience or email them directly. Remember to have a finite time-frame on your offer and a definitive cut off point. The video should have a very strong call-to-action so prospects know how to redeem the offer. And remember to keep your videos nice and short. Nearly two-thirds of consumers prefer video under 60 seconds. (Insivia)

A recent survey by (Buffer) found that 73% of marketers said they’d create more video content if there were no obstacles like time, resources, and budget. But always consider that if you create a well-structured video marketing campaign just once, it’s much easier to then replicate it. It will be worth the time, resources and budget you may waste on less effective strategies.

If you want to talk to us about how to drive sales for your business using video then drop us a line at info@smallfilms.com

The word branded content gets banded around quite frequently but what does it actually mean? How does it specifically apply to video? And how can I use it to win more customers?

Wikipedia (always to be taken with a pinch of salt) defines Branded Content as “the practice of marketing via the creation of content that is funded or outright produced by an advertiser” as opposed to “content marketing” which “is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online.” Surely then that’s different to advertising which Wiki describes as “Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product, service or idea”?

Confused? You are not alone. I’ve sat through many talks with industry leaders who often find it hard to put their finger on the true definition of “branded content”. The lines between advertising and content marketing are often blurred, but one truth remains; branded content offers value to the audience but serves the brand that created it.

If you are interested in what counts as branded content and how to define it then here’s a series of examples from the Haagen Dazs Youtube Channel…

This is their advert. No two ways about it. They are showing the product and pushing their agenda.

But then look at these three videos and their different forms of branded content.

This film was made by well-known filmmaker Morgan Spurlock. It’s a mini documentary that is sponsored by Haagen Dazs. So its branded content right? Seems simple enough.

And what about this video? It tells the story of the Jam Stand company. Seems like a classic bit of content marketing; an interesting story about these entrepreneurs, with a bit of product placement toward the end.

But then it gets slightly confusing. This video is an amazing 360 VR experience looking at the plight of the honey bee. Its a great bit of content that adds value for people watching. But it was commissioned by Haagen Dazs to shout about the social purpose work they are doing so it’s strongly pushing their agenda. So is it branded content or a clever bit of advertising?

Ultimately semantics aside, there’s one thing that unites all three pieces of branded content; they all put the “Audience-First” by offering value to the audience rather than being just a straight-up advert. And when you are creating video, this part is critical if you want to generate more interest in your company, greater customer allegiance and sales.

So how do I create branded content for my business?

Its actually quite simple to create your own branded content. It just takes a bit of planning and a strong understanding of your target audience.

Think about your customer demographics and what interests them. Then start to build a content plan around that. Remember, you are putting your “audience first”, not your company agenda. So all the videos need to be informative, educational, interesting or entertaining. Don’t push the company agenda too heavily. Give your audience something first and then be grateful when they give you their allegiance.

For example, if you are a tech company that’s developed a new app to help people find car parking spots then what content would your customers find useful? A video guide to all the different ways you can pay for parking? Videos with insider tips on parking in major UK cities? You can even start to look at concepts that are less directly aligned with your company’s purpose like “DAB Radio Stations reviews”, “How to avoid road rage” and “Cheap fuelling spots in the UK”.

If your company has a social purpose or passion that you are aligned with, then explore creating content around that. So if your Parking App company also campaigns for the promotion of electric cars or you back an environmental charity then why not start a web series interviewing interesting people about those subjects?

Back when I worked in the TV industry in the development department, we’d cook up ideas for television series in a brainstorming meeting. Once we’d considered the TV channel we were pitching to and its tone of voice, as well as the viewer demographic we were appealing to, we’d come up with ideas that we thought they might like. We’d then plan out every episode of the series with post-its on a whiteboard until we had a well-formed plan to pitch to the commissioners at the TV channel.

The same plan of action should be taken when creating a branded content plan. Think of your Youtube channel as your own TV channel and you need to create different TV series to populate that channel. How frequently do you want episodes to show? Once a week? 2 per month? And how many months will the series last before you assess its success?

Why bother when I can just run paid adverts?

The online landscape is saturated with advertising. We are bombarded with it day in, day out. People are becoming desensitised to advertising and we’re learning to tune it out. Not to say that online adverts don’t have their place; they absolutely do. They are great for brand awareness, direct calls to action and can even go viral in their own right. But if you want to cut through the noise and engage your customers on a more meaningful level then you need to be creating your own branded content video plan.

I truly believe that brands can be the driving force behind meaningful video content that adds value to people’s lives. And the good news is you don’t have to be a multi-national conglomerate to do it. In fact, for startups and SMEs, branded content can be one of the most affordable and effective ways of generating new business. So what are you waiting for?

If you want to talk to us about how to create branded content for your business then drop us a line at info@smallfilms.com

 

In 2018, video became one of the most desirable forms of digital marketing content. But whilst B2C brands have been quick to use video in their marketing, many B2B companies have been slow to take advantage of this fantastic resource. The truth is, B2B companies who do invest in video find that it is extremely rewarding. Here are 7 reasons why video can improve B2B marketing.

 

  1. Video can improve sales

    Not only has it become easier for companies to produce affordable and engaging video content, but, in a survey conducted by Tubular insights on B2B marketers “73% of them say video positively impacts ROI” and “50% are using video content for email marketing already”. Hubspot’s 2018 report revealed that 81% of businesses use video in their inbound marketing strategy, simply because the ROI is always higher then the investment made on the video. For B2B businesses, including a video in your landing page can increase conversions by 80% (Insivia). Largely due to the fact that on average people spend 2.6x more time on pages with video than without (Insivia).

  2. Videos can be both short term and a long term strategies

    People say that a picture speaks a thousand words, well guess what, one minute of video is worth 1.8m words (Biteable). The great thing about video is that you can create multiple edits from a single shoot. Leading to both long form (2 minutes or more) and short form content (5 – 15 seconds). You can use these assets in multiple customer touch points like your website and social media channels.

  3. Social media video marketing is booming

    Word on the street is B2B businesses are starting to see the positive effects social media marketing can have on customer retention and new business. A study reveals that 53% of B2B prospects say social media plays a huge role in their buying decision (entrepreneur). Luckily for you, all social media platforms prioritise video, and there are now so many ways for you to reach your target audience. From Facebook Live and Stories, to Instagram TV. Google organically prioritises and boosts any video posted on the internet through its search engines (Alexa).

  4. Audiences and customers find it easier to engage with video content

    Where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service (Hubspot). Even CEO’s, Presidents and Managing Directors would rather watch a video then read graphs, diagrams and text (Wordstream). So when you understand that a person retains 95% more information through watching a video, compared to 10% when reading it in text (Wirebuzz) why wouldn’t you be using it? In 2017, online users viewed more than 500 million hours of video each day on YouTube (Business Insider), and in the past 30 days, the amount of video uploaded to the internet equals the amount of Television produced in the last 30 years (Blue Corona).

  5. Storytelling has become more important for business owners

    With the rise of video marketing and the proliferation of smart technology, more businesses are finding it easier to connect with their customers on a meaningful level (The Drum). TV advertisements have been surpassed by online adverts. Consumers now are more conscious of “fake news”, disloyal brands, false hopes, and unprofessional marketing practices. It has become a lot harder to pull the wool over people’s eyes, and they are now searching for deeper connections with businesses. We can see it in their consumption, with nearly 50% of internet users looking for videos related to a product or service before visiting a store, and making better buying decisions once viewing a branded video (Google).

  6. Video creates an experience of being there

    80% of users can recall a video ad that they viewed in the last 30 days, simply because it offers them a unique experience that can be different every time (Single Grain). You can convey multiple messages and feelings to your audience through video, and it also offers you the opportunity to build a one-on-one, personal connection with that single viewer. People are more willing to associate with your business if they can build a human connection with it, for example, 65% of executives have navigated to a vendor’s site, and 39% have called a vendor after watching a video (Forbes).

  7. Video can cut through the noise

    In comparison to static forms of marketing, video ads have an average clickthrough rate of 1.84%, the highest of all digital ad formats (Business Insider). And social video currently generates 1200% more shares than text and image content combined (Wordstream). The desirable form of content online for your customers, no matter what field they are in, is video. And brands that use video marketing grow their year-on-year revenue 49% faster than brands that don’t (Wirebuzz).

     

    It’s crazy that there are still companies not investing in video marketing. Especially when you see all of these amazing facts and statistics. Marketing and advertising are becoming more important everyday for B2B and B2C companies. By incorporating video into your inbound and outbound marketing strategy, you are not only setting yourselves to be experts in your field, but you’re also saving yourselves a lot of time, money and resource. Your competitors are probably already doing video, so why aren’t you?

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