What does it take to create a video marketing hit?
Some brands spend hundreds of thousands of dollars to create the perfect campaign, but sometimes even the best plan can lead to disappointing results. In the industry they say that to make a major impact with your viewers, bigger is better. But is that always right?
Using videos in your marketing campaigns is one of the best ways to reach your target audience. In a 2015 survey done by Web Video Marketing council, 73% of marketers believed that video had a positive impact on their marketing campaigns. 41% of those surveyed plan to increase their spending on video marketing.
It’s no surprise, because video accounted for 55% of mobile traffic in 2015 and it’s predicted that 75% of mobile traffic will consist of video content by the year 2020.
If you’re already planning to spend some hefty money on your video marketing, you might also consider purchasing views, subscribers, and other forms of social engagement to increase your popularity and credibility.
Along with buying views you can take the tips we have in this article, inspired by some of the most viral campaigns, to create your own successful marketing strategy.
Be Bold and Memorable
It features the company’s founder, Michael Durbin, in their warehouse encouraging people to buy his razor blades in the most entertaining way possible. For only $2 a month, it seems like a pretty good offer.
The overall goal was to make the video memorable enough to increase their brand awareness, go viral, and reach new customers. Creating a memorable video is much harder than it sounds, and their strategy was to capture viewers with humor. People tend to remember things that make them feel strongly, rather than simply touching the intellect.
An effective video uses its first seconds to get to the main point fast. Their video did just that, it was clear what their product is, and hooked people in to get them to keep watching. The video was so successful, Dollar Shave Club reached 12,000 orders in the first two days and received a number of awards, like “Best Out-of-Nowhere Video Campaign” by Adage.
Connect With Your Customer’s Emotions
It was 2004 when Dove launched its worldwide marketing for the “Dove Campaign for Real Beauty.” The goal of the campaign is to celebrate the different kinds of beauty of all women and inspire them to have the confidence to be comfortable with themselves.
One of their more recent videos released in 2016, “Beauty on your own terms #MyBeautyMySay,” shows the real stories of a boxer, a fashion blogger, a model, and other women who have accomplished their dreams despite people discouraging them. The video has more than 12 million views and shows women who stood up for their own beauty despite being judged based solely on their appearance.
Dove has been very successful in creating videos that convey less about their product and more about their mission to emotionally connect with their customers and make them feel important. They have created a worldwide community of women who share their journeys and encourage one another to have greater self-love.
Do Something Unexpected
When we think about perfume campaigns, what first comes to mind is probably a beautiful, seductive woman with a glass bottle. Kenzo did something different and unexpected, taking viewers by surprise. Their “Kenzo World” video is a refreshing change from the typical perfume commercial we’re so used to seeing.
The video now boasts more than five million views, making it a real winner. They made an effort to make it awesome, calling in big names like director Spike Jonze, and hiring choreographer Ryan Heffington, the man behind Sia’s Chandelier video.
The video stars Margaret Qualley, the daughter of actress Andie MacDowell. As the plot goes, she escapes a boring black-tie gala and goes dancing through a hall, an empty ballet theater, and through a Kenzo eye made out of flowers.
This ad by Kenzo is an example of how to create a viral campaign that people will be talking about for a while, and will not soon forget.
Use Humor and Be funny
Apple is known for its creative ads and for using influencers that make consumers watch and take notice. Their 2016 campaign promoting Apple Music, featuring Taylor Swift, is a case in point.
The 61- second video shows Swift running on the treadmill while rapping to Drake’s “Jumpman Song.” It ends with Swift falling flat on her face and proceeded to rap while laying on the floor. It became a viral hit with over 11 million shares in just four days. To date, this YouTube video has more than 19 million views.
But Apple Music didn’t stop there. Last November 2016, Apple released another funny video, this time featuring the Canadian rapper, Drake. The video shows the rapper working out in a gym while lip-syncing and dancing to Taylor Swift’s “Bad Blood” as soon as his personal trainer leaves the gym. He gets so absorbed by the music, struggles to lift the bar, drops the barbell on his ribs, and he ends up falling off the weight bench.
The mix of humor and featuring popular musicians has made both videos viral hits. Adding the right amount of humor into your video campaign establishes a sense of relatability, and makes you more memorable to your viewers.
Ready to Create the Next Viral Video?
Videos can do wonders to increase brand awareness and encourage engagement. Creating a viral video marketing campaign has a lot to do with your brand’s marketing approach, and your ability to tap into what your audience really cares about.
There’s a common theme among the examples we looked at: putting less emphasis on the actual product, and focusing more on connecting emotionally with the target audience. This helped them to strike a chord among the community they were trying to reach, creating an experience that your target audience will appreciate and want to get more of.
You can aid that process, building up your reputation and social proof by purchasing views and other forms of engagement. This can help your video go viral. Take some inspiration from the videos we’ve shown, and create your own awesome content that could take YouTube by storm!