We are wired to respond to visual stimulation.
Videos are engaging, personal, and interactive – letting you build an emotional connection with the people you are watching. Voice, music and colour all help to give life and character to content. Something that may take paragraphs of plain text can be explained or displayed in seconds, which is vital in the world we live. Did you know we process videos 60,000 times faster than text?
And videos aren’t only for the visionary filmmakers. They can work for every brand. You just need to determine the goal of your
Here we’re going to look at four brands who have diverse but successful video strategies, covering a range of platforms and purposes but each perfect for their buyer personas.
Producing video content for YouTube and social video on Snapchat
Gymshark is a global fitness clothing company, who realised that their audience held a huge online presence on YouTube, following a community of athletes and influencers. Working alongside these leading industry figures, who already had established YouTube audiences, Gymshark began to produce their own videos. Rather than brashly promote their company, Gymshark
Videos are based on the personality of the
Gymshark is an example of a brand with an excellent social strategy, who know where their audience
Product demonstration videos, on-site content and live video
Online demonstration videos are proven to deliver success, with viewers 1.81x more likely to purchase than non-viewers. And Adidas take classic demonstration videos to another level with their on-site video content. Dynamic and action-packed videos reflect the purpose of their trainers – showing their comfort, style and functionality in action. This emotive video content is immediately
Adidas have also made moves in live video – an engaging format which lets viewers join an event in real-time. When sponsored footballer James Rodriguez signed a contract extension with Adidas, the company live-streamed the occasion on streaming service Periscope. This exciting live video encouraged audience interaction and made fans feel more strongly involved in the signing, as they were able to chat with each other and Rodriguez. This type of behind-the-scenes / insider access video content works particularly well on social.
Live streaming video
The stuff live video was made for – Spotify adopted the format to stream live music performances for its users. The nature of the videos gives viewers the experience of seeing their favourite music acts live, from the comfort of their living room. And in real time, fans can interact and feedback to Spotify and the artists in a way not possible in other video formats. Spotify also uses Periscope to make announcements. Live videos provide exclusivity and intimacy for its users, feeling like a reward for their loyalty and attendance.
Interactive 360-degree video, and how-to instructional content
360-degree videos are an interactive experience that let users choose what they see and do, navigating themselves around the video. Barbour
Once you understand your buyer’s