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Gymshark & others leading the way in video content

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 content, and find the best format to suit. How-to instructional videos and product demonstration videos are incredibly popular, especially considering four times as many customers would rather watch a video about a product than read about it. These evergreen videos have a long lifespan, while more ephemeral yet topically relevant videos can go viral and drive traffic to your site in short but large bursts.

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. 

 

Gymshark

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 produce videos featuring influencers like Steve Cook, that are similar to the popular videos the athletes already produce themselves. 

 

 

Videos are based on the personality of the influencer, and feature them wearing Gymshark clothing – a subtle way to promote the product and keep the brand front of mind among viewers. By producing content that Gymshark know their audience want to see, the clothing company increases brand visibility through the free platform, which has over one billion users.

 

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Gymshark is an example of a brand with an excellent social strategy, who know where their audience are and how to reach them. On their Snapchat account Gymshark do regular ‘takeovers’, in which their sponsored athletes run the account for 24 hours. Making the most of the highly interactive and engaging social platform, the influencers chat with the audience and answer their questions. The takeovers are usually scheduled around upcoming company launches, promoting their product on a free platform which now boasts up to 10 billion video views every day. This certainly emphasises the importance of a strong and researched social strategy.

 

Adidas

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 engaging, and is used alongside traditional copy for added information. And if you need more convincing of the effect of video, EyeView claim landing pages that include videos increase conversions by 80%.

 

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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.

 

Spotify

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.

 

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Barbour

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 use the innovative video format to give viewers access to events like the Spring Summer 2017 collection showcase at London Collections: Men. You can use the 360-degree video to personalise your experience, viewing only what you want to.

 

 

Barbour use their video strategy to target their buyer’s needs too. Videos like How to re-wax your Barbour jacket – Barbour’s step-by-step guide answer consumer questions about jacket maintenance, while showcasing their jackets and demonstrating how easy they are to wax. Video content like this has a long lifespan, as buyers will always be searching for this information – it won’t ever be irrelevant.

 

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Once you understand your buyer’s needs, and can answer their burning questions, video is an engaging and easily-consumable format for providing answers. Whether you have an innovative idea that’s easily sharable, or want to display information in an attractive way, video can work for you. For more information on effective video strategies, and how you can make video work for your brand, get in touch today.

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