Is video now less about advertising and more about sharing stories and experiences? Are brands now exploiting emotions or changing to more relevant experiences? Here are some examples from Coca Cola and Nike.
Coca Cola
Nike
Entertainment and experiences will become a necessary part of marketing a brand, available where, when and how we want it e.g. mobile. But we are not yet there and still there are hurdles and barriers yet to cross.
John Winsor’s recently wrote a blog post in which he said:
"Sometimes you have to destroy something you love"
John's point is that the model and the business of marketing needs to change, must change. If the people within the industry embraced change the shift to being social and collaborative, it would be a catalyst for greater things. His agency, Victors and Spoils, is one of many (e.g. Blur) that’s applying crowdsourcing models to creativity.
As Clay Shirkey mentioned at SXSW:
"Institutions will try to preserve the problem to which they are the solution"
Brands now need to be in the experience industry, creating experience media that is innovative, inimitable and is sharable.
The future of video
As we have moved to a high speed world our love of video as a media both as creators and as consumers is astounding:
- As of Feb. 2011, YouTube has 490 million unique users worldwide that searched about 92 billion pages per month. It means that we spend around 2.9 billion hours (over 325,000 years) on YouTube in a month.
- Video accounts in 2011 will account for 60% of mobile web traffic (source HubSpot)
This is part of the reason for the predicted growth in online video advertising.
Engagement is equally a part of being of being relevant (a key point made by Brian Solis) as it is to do with quality content. The creative concept therefore has an equal part to play in making it relevant to the audience, interesting and hopefully shared.
One of the most effective media is video; why because we can convey so much using it...but it is the many new and interesting forms of video that now make this media simply amazing. This year we will start to see many of these new forms of video become more mainstream: animation, augmented video's and motion graphics.
As Facebook continues to change and evolve video will play an increasingly important role in how brands use Facebook; we will see more Facebook pages with video embedded on the landing pages. It is already easy to integrate it video into pages; imagine the powerful combination of video and Facebook stores (f-commerce).
But what makes a video engaging, here are some examples that we think work in these formats:
What do you think?
1. Animation
Animators vary both in style and methods but one thing they have in common is the ability to engage and entertain often putting over complex ideas in a simple way.
Here are two amazing examples:
a. Commoncraft label themselves quite rightly as being in the explanation business
Another great company is RSA - here is an example of their work
The costs have lowered for animation, driven in part by lower costs of software but also due to machines more able to cope with production.
2. Augmented Reality overlaid
As in our last blog the use of augmented reality in video will take off. The idea of augmented reality videos in Facebook takes it to a whole new level.
The best example is Youtique:
3. Motion graphics
Similar to animation but with real world video and graphics blended there are limitles possibilities in how this can be used. A partner of ours Fraser Davidson in his show reel demonstrates the superb possibilities in his showreel.
So How are you going to use video to engage your customers - for businesses now it is imagination that is the limiting factor not technology. How do you imagine your future business?
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