Recently Media Junction videographer Tony Bueno and I headed to Wistiafest, a two-day video storytelling conference in Boston. Our mission: to learn new ideas about how to use video to tell a brand's story and connect better with customers.
During the conference, I was inspired by the many different ways that brands use videos to connect with their customers - and their employees.
Great marketing videos are more than just a movie or a YouTube clip. While they may display a company's product or service, the best video marketing conveys the experience someone will receive when they interact with that company.
To help you think of ideas for how you can use video in your marketing strategy, I'd like to share six videos that inspired me at WistiaFest:
1. The Tongue-In-Cheek Ad
Launch videos often feature grandeose music and claims about the benefits of their product. But Zendesk adds quirky humor by comparing where their customers 'could' use their new iPad app - and where customers actually do use their new app.
Zendesk shows that they truly understand their customer. Yes, you *could* use Zendesk for iPad while climbing Everest. But aren't you more likely to use it while working from home? The video conveys this with a fun tongue-in-cheek tone.
2. The Metaphor
In contrast to the Zendesk launch video, HubSpot introduced their new Signals (now Sidekick) sales tool as a motivational sales video. Instead of just touting the benefits of their product, the Signals Sales Coach pumps up sales reps and tells them what they need to do to get in back in the game.
Brash and in-your-face, the Sales Coach hits on each pain point that sales reps face, and tells them how Signals will help them overcome it. By delivering the message like a pep talk, HubSpot keeps the video from feeling like a sales pitch. Plus it does a great job appealing to the motivations of the sales reps HubSpot wants to use the product.
3. The Taste of Your Brand
Instructional videos can get boring fast. Even ones that are really important - like flight safety videos! Virgin America gets passengers (and over 10 million YouTube viewers) to tune in with a catchy music video about what to do in the event of an emergency. It's almost impossible not to dance along.
Not only does it get passengers to watch (and enjoy) a required safety video, Virgin's safety video feels like their brand. Virgin employees have that same fun vibe when they interact with customers.
4. The Last Chance to Build Connection
Even though email newsletter lists turn over at approximately 25% every year, it still breaks a marketer's heart to lose a subscriber.
In this video shown right after people unsubscribe from Nextiva's newsletter, marketer Max Anderson asks what went wrong as sad music plays in the background. He laments the break-up, expresses his wish to still be friends - on Facebook and Twitter—and asks for another chance.
With a tongue-in-cheek tone, the newsletter shows Nextiva's fun personality and gives them one last chance to engage subscribers before they disappear forever.
5. The Customer Insight
A great marketing message is one that perfectly taps into a pain point that a customer experiences before they buy your product. Dollar Shave Club hits the nail on the head with this commercial about how frustrating it is to get a razor out of the locked case at the drug store.
By the end of the commercial, you're probably nodding your head and agreeing "Yes, there has to be a better way." And that's exactly what they want!
6. The Introduction
A conference about video wouldn't be complete without demonstrations of great video itself. Nor did Wistia disappoint. Before each keynote, the audience (and surprised speaker) was treated to a short video introduction.
Short, sweet and full of fun, each unique video inspired us to think about creative ways we could introduce the Media Junction team.
Moving Forward
When you creating your own video marketing strategy, think about how you can make your videos stand out by adding emotions, metaphors and insights into a prospect's pain points.
The best videos are ones that inform your prospects and customers, while also expressing your brand's personality.