I am often surprised when I hear about organisations that have tried video but consider it did not work for them. After a bit of digging it appears most had a poor experience due to one or more of five things. Too find out what go to our sister website here. (http://www.businessweb.tv)
The festive season is a Marketing extravaganza, with brands campaigns airing earlier and earlier each year, competing to have the most coveted Christmas campaign.
This year John Lewis and Sainsbury’s have certainly got people talking and tweeting with their story telling festive campaigns.
Using crowd sourced material Sainsbury’s have created an extremely authentic campaign that is refreshingly different to the traditional price-war supermarket adverts. ‘Christmas in a day’ is highly personable, showcasing the love, laughs, trials and tribulations of a British Christmas day, – with at least a couple of scenarios for everyone to relate to.
John Lewis take a totally different approach by utilising animation. ‘The Bare and the Hare’ advert only released last month, came in second place to Evian in YouTube’s advert leader board for favourite ad of the year 2013. The heart-warming campaign is centred on the idea of …
It is generally recognised these days that websites need to feature video, to help SEO, visitor engagement and increasingly for ease of use on tablets and smart phones.
Based on my experience what is less well understood is the different roles video can play and the how this affects the levels of engagement.
I would say there are four distinct levels:
This is who we are
In its simplest form this is the corporate video, generally a mixture of people, products, services all mixed up with a few logos and building tours. A great start, but just that, a start. Useful if people do not know much about your organisation, could sit on your home page, will only be watched the once.
This is what we do
Now we are getting a bit more interesting, you might have one video per product/service category or …