In an earlier article, I shared insight from Helen Aboagye, CMO of Divido and former CMO of Imagen, on the creation of a corporate studio. As a follow-up, I asked her to share examples of firms that have shifted to using significantly more video (and doing so effectively). Below are several examples that Aboagye shared and the interesting way in which they are using video—in some cases instead of traditional advertising—to drive engagement, interest, and sales.
Whitler: In the prior article, you talked about how firms are shifting resources toward video, given the power it has to engage and interest consumers. Do you have any examples you can share?
Aboagye: Sure, there are a number of companies and industries that are leading in the video space.
TripAdvisor has recently opted for a “media first” strategy, even pulling money from Google advertisements to invest more in both online videos and television advertisements as a preferred means of communication. Many within the travel industry echo this trend as well. Booking.com has a strong video presence across IGTV, featuring long-form videos that showcase guest experiences, share more about the benefits of listing your home, show off properties, take users behind the scenes and more.
Another industry that is capitalizing on the growth of video is the fashion industry, backed by consumer habits research from StyleShoots. We’re seeing major brands implementing videos in their online strategy to give a live, catwalk-like experience of their clothing lines. Asos, Next, Chanel and Burberry, to name a few, have a heavy emphasis on video in their online buying experience. Because of this, more people are buying the products, with less returns. Some are even using video in-store to demonstrate outfits.
And, it isn’t just marketing departments or consumer-facing industries that are heavily using video in their operations. In the energy industry, for example, more video is being created with drones that are going to places humans would rather avoid, such as offshore oil rigs – it’s much safer and efficient than sending people.
Video has also played a major role with news outlets. Buzzfeed currently implements an effective one-to-many initiative across popular video sites and social channels – YouTube, Facebook, etc. – and has built an entire model around this with Tasty.
Human resource departments are increasingly opting for video strategies for employee and stakeholder communications, onboarding, recruitment strategies, town halls, etc. For example, Monzo uses video for their customer onboarding, and Cimpress uses video to engage with and connect its thousands of employees globally.
Another illustration of the explosion in video is what we’ve seen and are seeing with brand partnerships. For example, the Porsche partnership with YouTube gamer Ali A to expand its audience reach saw ad recall increase from 30% to 96% and brand awareness rise from 5% to 26% through 6.2 million video views.
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