There was a time when product placement on popular television programs was the biggest thing, but lately a new cowboy is in town. Branded video content is becoming increasingly big in the world of branding and marketing. This genre includes several key advantages over other forms of advertising. First, it costs little or nothing to place a video of any length on YouTube or another popular hosting website. Second, there are no time limits; if you want to spend 60 seconds or even sixty minutes developing your brand, you are free to do so. Another benefit is that there are no censors for online content; if your business is trying to appeal to a younger, edgier audience, this can be a real advantage.
There are so many advantages to branded video marketing that it can be difficult to name them all. In fact, many brands are jumping on this lucrative and fast-moving bandwagon. A good recent example is style powerhouse Chanel. Chanel recently released a video promoting their legendary brand called Night Train. In two minutes and twenty-two seconds, viewers can see a long and yet strangely magical Chanel ad. Although the new video does not really present any new information about the brand, it definitely drives home the salient aspects of the brand: sophistication, elitism, style, magic.
We’ll be seeing more videos like this one in the future from Chanel and here’s why: although there are costs associated with producing and filming a video such as this one, these are nothing compared to the cost of a television campaign. Further, because the time limits are determined only by the audience’s attention span, the film can be as long or as short as it needs to be, with no artificially imposed time limits.
If you decide to create a branded video for your own company, then you should consider the following tips for getting the most out of your marketing:
- Consider your audience. You will need to first decide whether video marketing is really right for your company. Afterward, you should think about the storyline, genre and techniques that will appeal most to your unique audience.
- Spring for a professional. You may be tempted to try on your film-making hat, but now is not the time. Get a professional to consult on your script if you are delving into cinematography. In addition, you should hire someone who knows how to film and also invest in professional equipment (even if you simply rent or borrow it). If you are trying to attract a new audience, going cheap will only ruin your efforts.
- Offer value. First, there needs to be inherent video in the commercial. It should be funny, inspiring or otherwise give viewers a reason to watch. Second, you need to express a different kind of value—your brand values. Ensure that customers leave the film with a good idea of what your brand is all about.
- Promote your video. Place it on YouTube, on your social networking sites and of course on your website. Make sure customers can find it and that it is easy to pass along to friends.
