In case you hadn’t noticed, social media isn’t going anywhere.
If we throw Facebook’s 1 billion users into a pot with the 175 million tweets per day, add to that the 104 million Pinterest users and flavour with the more than 4 million hours of YouTube video that watched every month, you got quite a stew on.
Now, if you’re looking at video for your corporate website, why on earth wouldn’t you make that marketing tool work double-time for you in a social arena? After all, predictions are such that social video campaign spending will hit the $10 billion per year mark by 2015. Now those are some impressive numbers.
We all know corporations that take their standard video and plunk it in front of your favorite TV episode online to sell cars or shampoo. Same is said for those conventional ads you have to sit through before showing your kids a funny video on your Smartphone. But what if video were more social? What if it were short, relatable and bold? What if consumers (especially your target audience) wanted to watch and share?
A research study by MetrixLab revealed that viewers were 28% more likely to purchase if a video was viewed socially rather than wedged in before Mad Men. Seems 94% of people skip those ads given the chance and 54% of viewers admit to making a habit of it. As opposed to social video which viewers are more likely to recall (both brand messaging and product) and buy.
Take Nike’s 2013 #CountOnKobe campaign. These are only shoes, right? But here’s a 1:03 minute video that Millenials sought out, shared, repeat watched and swore their allegiance to. The product: Kobe 8 System, the lightest, lowest Nike Basketball shoe to date. The message: After 17 years in the league, Bryant’s drive to dominate and constantly improve his game is part of the world’s natural order. This is the way it was. This is the way it is. This is the way it will be. Count on Kobe. It rolled out on January 17th of this year across all platforms and shoes were sold.
Nike Basketball | Kobe Bryant: #COUNTONKOBE
In A World of Filters
It’s apparent that taking the same old-same old to a mobile app, Facebook or YouTube will no longer work. Not in this brave new world where upwards of 72 hours of video is added to YouTube every minute. Where Facebook’s algorithm only allows a small percentage of your fans to actually see your posts. Where 92% of ads are still served up to desktop computers.
This cannot be a video your teenaged neighbour or your Uncle Jack puts together. That much is sure. Check out the choice words and humour that sell the Dollar Shave Club business launch in its now famous $4,500 video campaign on YouTube. “Shave time. Shave money.” You’ll discover a video that’s highly visual, easily sharable on blogs, social networks as well as social hubs and mobile apps. Viewers will seek it out. As a result, it will reach its target audience and through discovering, watching and sharing, go far beyond.
DollarShaveClub.com – Our Blades Are F***ing Great
Taming the Unpredictable Beast
Now, rumour has it that social video is unpredictable and not easily measurable for ROI. History doesn’t lie. The Jeff Gordon Pepsi video (14th most shared branded video, beating out the Old Spice Guy) is helping in the soda wars where Coke has 61 million Facebook fans to Pepsi’s 9 million. Pepsi’s video campaigns in the past 12 months have achieved 2.32 million shares to Coke’s 606,000. Both stock and sales climbed. And the Monday morning after the 2013 Superbowl, Budweiser’s ‘Brotherhood’ ad had already chalked up 1.5 million shares ranking it #3 (right behind Volkswagen’s “The Force” at 5.5 million and Bud’s own 9/11 ad at 2.3 million).
Branding strategy, emotional connection and promotion all rolled out over social. With Anheuser-Busch sales flagging in the third quarter by 7% (according to MSN), their North American profits (at 1.82 billion) needed some bolstering. Nothing like a viral ad campaign to achieve that end.
So to answer the question, video can and should be social, not just all business.