3 Ways to Create A Successful Video Campaign

It’s hard to go onto any website these days without seeing a video. Whether it’s a funny video on social media, a clip from your favorite show or a campaign advertisement, they seem to be everywhere. But why are we surprised? With the space for written, audio and visual content, videos provide a unique marketing opportunity to engage audiences quicker and for longer. In fact, according to The Digital Marketing Institute by 2016, video marketing will account for 69 percent of all consumer traffic.

So as a brand, why not get involved? Check out these few tips to create a successful video campaign for your company.

1. Convey a Distinct Message

Due to the mixture of movement, sound and pictures, videos have the power to dynamically and creatively communicate a message. And this message is usually what gets audiences engaged and makes a campaign go “viral.” Try and tell a story in your video, stand up for a cause and always put some feeling into it. Focus on building your brand personality and then sell your product in the background using this reputation as a starting point.

Always, the feminine hygiene product company, exhibited this concept in a powerful way. Their “Like A Girl” campaign asked young women to use the phrase “like a girl” as they had heard it used in their lifetime. Then they asked younger girls, who hadn’t been exposed to the stereotype, to use the phrase the way they thought it should be used. This made for an endearing message about the strength and independence of a woman. Through this campaign, Always successfully transmitted a message of empowerment that perfectly aligned with their female audience.

2. Make Use of User-generated Content

The great thing about the world of social media is how it allows people to share ideas and deliver content of their own. So why not use your audience as creators? After all, they might be able to contribute a unique sense of creativity that your brand may never have thought of. GoPro is an example of a brand that utilizes user-generated content to display the unique ways its product can be used. Whether it’s surfers, skateboarders or adventure travelers, the great footage they get from users has proven successful; one user-generated campaign they have of a fireman saving a kitten has almost 30 million views.

If you’re having trouble finding footage, try initiating a video competition and then compiling the best entries into one video advertisement.

3. Mix Mediums to Make it Engaging

When making a video, your options are almost endless. There are so many elements that you can include to be unique and engage audiences. So be creative. Add music to set the tone of the video, upload unique visuals and include short, snappy words to tell a story. You could even try different sound effects and camera tricks. Amway achieves this in their welcome video with a wide variety of visuals accompanied by slow music to set an inspirational, intrepid tone. Keep in mind that audiences are viewing numerous videos a day, so employ creative mediums and techniques to make your brand stand out.

Video marketing is a new but very popular content form. If executed correctly, it has the power to convey your brand personality and draw audiences to your product in exciting new ways. Try these couple of tricks to create video material that will substantially contribute to your marketing strategy.


Naomi Bagga is a young media professional living in Australia. She works at UK-based digital partner marketing firm, Performance Horizon. She is passionate about music, entertainment, freelance writing and the changing media landscape, and loves photography, fashion, travel and a good cup of coffee.

Infographic: Top Tips to Make Videos Viral

Can You Really Plan for a Video to Go Viral?

The most straightforward answer to the question that this headline title poses is no, however, you can certainly put a strategic plan in place that will give your video content the best chance possible of going viral.

While the many ‘cat videos’ and ‘kids-saying-silly-things’ videos seem to be rife across YouTube, Vine, Instagram and other video based platforms, these are organic videos filmed by amateurs who essentially got lucky with their video view count. This is absolutely not the case when it comes to planning a video for commercial purposes.

The first thing to do when planning a video is to put a strategy in place. This strategy must cover the overall idea for the video (including how this idea is going to emotionally connect with its target audience) and how to go about laying down the framework for this and the angle you would take on it. For example, the average video that goes viral is anywhere between fifteen seconds and five minutes. In this timeframe, a video that has reached viral status e.g. has been shared thousands if not millions of times online, has either made its viewers laugh, cry, angry, or even annoyed, essentially any singular emotion that affects them enough to share it.

The angle you take on creating a video will depend on what story you want to tell and your brand. For example, Go Daddy who offers web hosting services, created a video that ran during the ad breaks of the 2013 Super Bowl. The purpose of the video was to promote its new website builder, but the story it told had nothing to do with websites. Instead Go Daddy decided to make its viewers feel uncomfortable by featuring a kiss between a super model and a nerd for well over half of the video which was very awkward to watch. Viewers could not help but watch it though as the crux of the video was that this kiss was completely unexpected and that is the angle Go Daddy took, to shock their viewers. The company ended up attracting 100,000 new customers after the video aired. Promotion of any video once it is made, is also a key element to include in your strategy.

For more top tips on how to plan out a video in the hopes it will go viral, see the below infographic created by One Productions, or read their more detailed guide.

marketing ideas top tips make viral videos infographic

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Marketing Idea #92: Videotape Your Event

Marketing Ideas Video Your Event

Step 1: Get quotes from people at several of the local video shops, interview them, and look at their portfolios. Pick the one that you feel best about.

Step 2: Have them videotape your seminar and make it web-ready. Ask them to send you all raw and edited footage. You should have this in case you want to use it later.

Step 3: Have your video folks send the finished product to your web designer/developer so the video may be added to your website.

Step 4: Put the video in a secure place on your website, and ask visitors to register for the free information. Collect their e-mail addresses for future e-newsletter mailings!

Step 5: Repeat.