Previously, insights were shared in an article from Helen Aboagye, CMO of Divido and former CMO of Imagen, about establishing a corporate studio. For further exploration, examples were requested to showcase firms that are increasingly leveraging video content effectively. Below are various instances shared by Aboaghe of the innovative approaches they utilize video – in some instances as an alternative to traditional advertising – to foster engagement, curiosity and sales.
Whittler: In a prior piece, you mentioned the shift of companies towards video as it holds the potential to captivate consumers and stimulate interest. Could you provide some illustrative examples?
Abo: Certainly, there are numerous industry-leading companies proficient in video utilization.
An illustration can be seen with TripAdvisor’s adoption of a “media first” strategy, reallocating funds from Google Ads to make greater investments in both online video and television advertisements as the preferred communication medium. This trend is affirmed by numerous individuals in the travel sector. Booking.com maintains a robust video presence on IGTV, featuring extensive videos showcasing guests experiences, imparting additional insights about the advantages of listing homes, displaying properties, providing users with behind-the-scenes glimpses, and much more.
Another industry leveraging the video surge is the fashion sector, bolstered by StyleShoots’ analysis of consumer behaviors. Major brands are integrating video into their online strategy to infuse their clothing lines with a lively, runway-like vibe. Asos, Next, Chanel, and Burberry, among others, place great emphasis on video in their online shopping journey. Consequently, this has led to a higher number of product purchases with minimal returns. Some are even utilizing in-store videos to exhibit outfits.
Moreover, it is not solely marketing departments or consumer-centric industries that are heavily relying on video in their operations. For instance, in the energy sector, an increasing number of videos are being produced via drones accessing areas inaccessible to humans, such as offshore oil rigs – a safer and more efficient alternative to sending personnel.
Video has also assumed a pivotal role in news media. BuzzFeed is currently implementing an impactful one-to-many initiative across popular video platforms and social channels – YouTube, Facebook, and others – and has constructed an entire model around it with Tasty.
HR units are progressively adopting video strategies for employee and stakeholder communications, onboarding, recruitment tactics, town halls, etc. For instance, Monzo employs video for customer onboarding, and Simpress utilizes video to engage and connect with its extensive global employee base.
Another instance of the upsurge in video is observed through brand partnerships. For instance, Porsche’s collaboration with YouTube gamer Ali A to extend its audience reach dramatically increased ad recall from 30% to 96% and brand awareness from 5% to 26% via 6.2 million video views.
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