Online video marketing can be crucial for brands in today’s technology-savy world. It allows businesses to educate, instruct and provide useful information to fans and consumers in a medium that is highly accepted and engaging.
Did you know?
Globally, online video traffic will be 55 percent of all consumer Internet traffic in 2016. (Cisco)
52 percent of consumers say that watching product videos makes them more confident in online purchase decisions. (Invodo)
92 percent of mobile video viewers share videos with others. (Invodo)
There are many online tools for developing videos as well as hosting sites to store them. For the purposes of this post, I’ve focused on three video development tools and two video hosting sites — Animoto, Vine, Instagram, YouTube and Vimeo.
Settle in and let me read you, “The Parable of the Food Truck.” After all, everyone loves a good food truck story.
Gary Torres and Teena Nguyen own one of the most popular food trucks in the Dallas-Fort Worth area: Nammi Truck. Maybe you’ve tried it? You should. It’s a regular stop on the M/C/C lunch tour. Anyhow, Gary and Teena did an amazing job establishing their brand before the food truck wave truly captured North Texas. They were pioneers in a new market, and for that, they were rewarded with a loyal following, the best parking spots and a profitable return on their investment. Their outbound marketing was simple: website and social media. It was all they needed, or so they thought.
Photo by Phillip Barnhard
While business was going well, the Nammi twosome—like any entrepreneur or small business owner—wanted to see more growth and gain additional exposure in an increasingly crowded market. Everyone that stops by the truck and meets the two falls in love with their infectious, laid-back personality and Vietnamese cuisine. Unfortunately, the food—which is great, by the way—usually gets top billing in pictures and tweets. The two had a sweet story to tell, but had not yet established the avenue to tell it.
Video was the secret ingredient missing from their marketing sandwich. They found a friend willing to capture their personality and business profile in a nice, three-minute video. While the video’s resting place was YouTube and the Nammi website, the true value came from what Nammi did with the video once it was made. Gary and Teena shared the video via their Facebook and Twitter pages, which is a marketing no-brainer. Of course, that got shared around their social network of 10,000-plus. Also, the video continues to get lots of love from the two most popular search engines in the world—Google and YouTube—even though one MCCer feels Google doesn’t love anything. Kidding aside, you certainly want to rank high on both those engines, which Nammi does.
Visit M/C/C for the first time, and there’s a better-than-average chance your touring party will make its way toward the “House That YouTube Built.” You will wander by the Think Tank, make your way down the west hallway and journey through a few more doorways before reaching the magical dead end, filled with lights, cameras and plenty of action. Welcome to the M/C/C Video Production Suite. What most video suite guests don’t realize is had they made that journey just three years earlier, they would be visiting an electronic burial ground where kids used to play. Yep, M/C/C video production has come a long way. It all started back in 2010…
You had to look past the pile of beige CRT monitors. Block out the two 1980s IBM printers. The baby crib. The empty filing cabinets. The stacks of boxes containing client brochures from previous decades. Like these obscure objects, Todd Brashear and Phillip Barnhard stood still in the forgotten wasteland, hidden deep within M/C/C. No agency tour would come within breathing distance of this hollow place.
In a previous life, the office space was used as a creative think tank and a nursery for children of employees. Over the last decade, the 425 square feet had matured into a dumping ground for old electronics and furniture. A cathedral of crap. As Todd and Phillip examined the area, they literally waded through the possibilities of such a space. You could put a window here. What if we knocked down this wall? Maybe some red curtains here. Can this door be removed? . You see, M/C/C had advertising, public relations, marketing, internet marketing and social media on lockdown, but to market its video production capabilities, the agency wanted something unique. It needed a showpiece.
Twitter raged an all-out war on the long-winded, and frankly I can’t decide which flag to wave. On the Twitter hand, I love consuming lots of thoughts, headlines and jokes in a short amount of time – allowing people to be the gatekeeper of social media consumption. That’s the beauty of Twitter. Short and concise. But that same hand often gets slapped while typing a thought longer than 140 characters. Please? Just a few more letters to complete this mind-blowing opinion?!?
As video producer at M/C/C, I’ve sustained my long-winded creative enlightenment through forgiving platforms like YouTube and Facebook where brevity – though encouraged and appreciated – is not mandatory. Well along came Twitter swinging its big stick again. This time, the Baron of Brief ripped apart my video world like a fleet of bulldozers tearing through Ferngully. In late January, Twitter launched Vine, a standalone video social network to complement its parent consisting of short, looped videos. How short? Try six seconds. Shorter than the time it’s taking you to read this sentence that I’m currently trying to extend out to the six-second timeframe and stop. Yeah, that short.
I’ll let you in on a little secret. I’ve been keeping it for some time because I didn’t want to create an online riot that sucks all of the bandwidth from your employers. So I offer my condolences to your IT department now, for what I’m about to tell you is the culmination of a near decade of research filled with countless nights studying my most trusted sources: YouTube, Yahoo! Video, Vimeo, Hulu and Facebook. So here it goes:
The Super Bowl is heralded as the largest commercial stage for advertisers and serves as the royal ball for creatives in the industry to show off their best at the beginning of each year. Because of the television event’s prominence – and marketing professionals’ undying love for ranking their peers’ work as brilliant and clever or tired and lame – the days and weeks following the Super Bowl are filled with lists of the best and worst commercial ads from the big game. Since we specialize in the unexpected at M/C/C, you won’t find more of the same here. Instead, we’re taking a look at some of the other elements of a well-rounded advertising campaign and weighing in on where we think they’re headed this year. Continue reading “More Than Just Super Bowl Ads: Three Industry Prophecies For 2011” »