Video is The New King of Content Marketing

PrintVideo content is taking over. New stats from Cisco have revealed that by 2017, video will account for 69% of all consumer internet traffic.

The path to video supremacy is well underway with Nielsen revealing that 64% of marketers expect video to be a key part of their content strategies. It’s not just the blue chips and consumer giants that need to get behind this trend; SMEs need to embrace the possi-bilities of video content marketing as well.

As with anything, if the majority of brands and your competitors are doing the same thing, then it becomes noticeable and potentially damaging to any businesses that don’t keep up. This is particularly true of social media content, which has become the latest and most brutal marketing battleground. Get something right and your fans will love you. Get it wrong and you’ll either fade away or become a viral sensation – for all the wrong reasons.

Your timeline is there to be noticed and video content could be just what you need to elevate your brand and engage your customers and fans.

If you’re unsure about introducing video and other types of motion content into your marketing mix then a quick scan through Twitter, Facebook, YouTube or Instagram will quickly show you how widespread video content marketing has become.

 

It’s a proven medium that is only going to increase in popularity as consumer technology continues to improve. Superfast fibre broadband at home and 4G on the go means loading video is no longer a buffering nightmare. With HD screens on the latest smartphones and tablets, there’s never been a better time to access and watch videos.

Because of these improvements in how your customers access the internet, over a tenth of all videos are played on mobile phones and tablets – and this percentage is set to continue rising sharply.

YouTube racks up over one billion unique visitors a month. No other channel can match this except for the ubiquitous Facebook. Understanding that your audience wants content that speaks to them is the key to achieving viewing figures.

You want your content to be:

  • Watchable
  • Commentable
  • Shareable

All content has to resonate with its intended audience. Whether you want to go emotional, funny or practical, it needs to capture interest to stimulate engagement.

 

This doesn’t just happen randomly! It’s essential to have the following to make it work:

  • Clear campaign goal
  • Content strategy
  • Creative content

If you put time and effort into planning and producing videos then visitors will stay longer on your site and be more inclined to evangelise your brand. 7/10 people view brands more positively after watching engaging video content from them.

Finally, remember this fact: recent research has revealed that one-minute of video is worth 1.8 million words. Don’t think this makes it easier though!

 

At Mindjumpers we’ve got a dedicated video production team, ready and waiting to help kick-start your video production and content marketing output. Get in touch with us today to find out more about how we can help you.

 

 

Why Oreo’s ‘Daily Twist’ is one of our all-time favorite social media campaigns

Few cookies have reached the same level of iconicity as Kraft Foods’ Oreo. Its round shape, blackish color and white cream stuffing have undeniably added to its success but as a social media agency we wonder: where would the crowd-pleasing, twistable cookie be today without effective social media marketing?

Let’s zoom in on one of their global digital and social media campaigns that reached millions of hearts (and mouths) and delivered proof that even cookies can provide endless food for thought. We are talking about the wildly successful ‘Daily Twist’ campaign that saw a 110% growth in fan interaction per social-media post only a few months after the campaign was launched. Even though the campaign dates back to 2012, in our view, it earned a spot among the best food branding campaigns on social media ever. Here’s why…

It used milestones and pop culture events to create engagement

2012 was the year that America’s favorite cookie turned 100. Needless to say, it was a cause for celebration.

Every day for 100 days, the Oreo was given a different “twist” – styled to look like Elvis, a panda bear or like the surface of Mars after the Mars Rover had driven over it. On the ‘Daily Twist’ site, users could suggest their “twist”. The campaign was driven on Facebook and also featured on Twitter, Tumblr and Pinterest.

The Oreo twists were especially created to spark conversation and sharing, referring to milestones or pop culture events that people could relate to and share their thoughts about.

It had timely and shareable content combined with an element of surprise

While some of the cookie designs were planned ahead like the Olympics or Labor Day, others were more agile, tapping into events like the premiere of ‘Batman: The Dark Knight Rises’, the release of the iPhone5 and the birth of a Chinese panda bear. Monitoring trending topics and utilizing current events ensured the content was always relevant and timely. Couple that with the surprise of what each day would bring, and you’ve got a campaign worth tuning into.

They exercized strong brand values

The campaign kicked-off with the Gay Pride rainbow cookie in recognition of the LGBT community, much to the chagrin of conservative crowds.

The Facebook post set off a heated online debate that even led opponents of gay marriage to call for an Oreo boycott. But while supporters and opponents were fighting their online battle, the rainbow cookie doubled Oreo’s fan growth.

By having a strong stance and sticking to it, Oreo established itself as a courageous brand amongst its more liberal fans.

The campaign had an integrated marketing approach, combining the offline and online worlds

The campaign finale took place at Times Square in New York. They set up a pop up agency there, from which they designed the last ‘Daily Twist’, based on suggestions from fans. Earlier that morning, the brand had asked its Twitter followers and Facebook fans to offer ideas, which were going up live on a billboard. Creatives would select the best ones and three of them were then put to an online vote. The winning cookie, celebrating the anniversary of the first high five, was designed on the spot and was displayed on a big billboard.

A seamless flow between the online and offline worlds, and the mix of social and traditional marketing allowed for a greater experience and showed that Oreo mastered the integrated marketing approach.

It put the product in the center – without being self-centered

Oreo’s ability to put their product at the center of the campaign and still make the content relatable and entertaining for a massive range of users is (in our opinion) the most important factor in the success of the ‘Daily Twist’ campaign. The content was heavily branded, yet still relevant, timely and shareable – without ever begging for likes, comments and shares.

Lessons learned

The ‘Daily Twist’ campaign set an example of how important it is to create content that resonates with your audience. There are many ways to find out what moves your fans. For Lurpak®, we identified what kind of recipes the audience was searching for. As a result, we created content that we already knew people wanted to engage with. Read how we did it here.