Video marketing has grown in popularity and has become one of the best ways for businesses to engage with customers. Using video as a promotional tool can provoke a whole range of emotions in a customer, which can lead to a positive or negative reaction to a brand.
According to Hubspot, online video accounted for 50% of all mobile traffic in 2015. They also found that 78% of online users watch videos online each week. So it’s no surprise that more and more businesses are incorporating (or considering incorporating) video in to their marketing campaigns.
Here are three recent, successful video marketing campaigns that demonstrate how this tool can benefit a brand:
In 2015, Dove launched a new film called Choose Beautiful. Women were given the chance to walk in to a building through two doors. One labelled ‘average’ and the other ‘beautiful.’ Most started by walking through the average door, but this changed to the ‘beautiful’ door towards the end of the video. The video aimed to boost self-esteem and encourage confidence. Since its launch, the film has had several million views and shares across the internet.
This unique video turned to animation to promote the services of Air BnB. A 3-D zoetrope was constructed to create the beautiful, dreamlike sequence depicting the city of Paris. It took over 2000 hours of painstaking work to create the set, which featured over 11,000 parts. In its first two weeks, the video received over forty thousand views on Youtube.
Google Android targeted viewer emotions with this furry video, which highlighted unusual animal friendships. It quickly became the most shared video of all time. Previous research has shown that focusing on friendships and experiences can provoke strong emotional reactions, which in turn, increases the likelihood that people will share the item.