According to Hubspot, more than 96% of B2B marketers now incorporate video into their marketing campaigns—and with good reason. Video is perhaps the most effective medium for engaging and creating a powerful emotional connection with consumers.
Although people justify their purchases based on logic, they make those purchasers based on emotion. Your neighbor might tell you he bought that new convertible in his driveway because it gets great mileage, but chances are he really bought it to feel a little younger, and maybe to make you a little envious. Video makes that emotional connection which drives consumers to visit your website and purchase your products.
Take a look at just a sampling of Hubspot’s other findings about the power of video marketing:
Of course, it’s not enough to create just any video. Your video needs to be carefully customized to the specific needs and pain points of the market segment you’re attempting to influence, grab the attention of consumers and create a strong emotional connection that builds trust in your brand and your products.
Here are 3 brands whose success with video marketing shows how to do it right and achieve dramatic results:
GoPro sells wearable cameras and other high-definition gadgets for sports enthusiasts. The company launched in 2004, but growth was slow for the next decade. All that changed in 2013. That’s when a volunteer Fresno firefighter, Cory Kalanick, got the call about a trapped, unconscious kitten. When he rushed to the scene, he was wearing a GoPro camera.
Someone saw the resulting video and pushed in on YouTube, where it quickly garnered more than 1.5 million views. GoPro recognized an opportunity when they saw it. They edited the raw footage and re-released it as “Fireman Saves Kitten.” The following year, GoPro saw sales skyrocket more than 50% and its IPO valuation climb to $3 billion. That’s what a great video can do for your company.
Who doesn’t love animals—or animal videos for that matter. Just search for “animals” on YouTube—the top search results get close to 1 billion views—or think about what that signature amphibian did for Geico Insurance. Google Android obviously got that message when they created their “Friends Forever” video series, with heartwarming animal stories, like a parrot feeding a husky. Android captured the most-shared video ad award of 2015 for that video series—and in the process, substantially boosted their brand (it’s all about communication) and dramatically increased sales.
Let’s face it—SaaS companies and businesses which sell microchips and processors have a bit of a marketing problem—their products are, well, dull. Intel found an inspiring solution to that problem with its 5-part “Meet the Makers” video series. Each video features someone around the world who changed people’s lives with one of Intel’s products—like Shubham Banerjee, a 13-year old who used Intel microchips to create a braille printer. Instead of highlighting the superiority of its products, Intel showcased the impact of those products to improve the quality of life for people around the globe. In the process, Intel polished its brand with relevance and utility.
If you want to understand the power of video marketing, it’s not enough to read a list of impressive statistics. You need to look at, in fact carefully analyze, the videos which have had the greatest impact on the digital marketing world. To learn more about the ways our video content management platform can help you solve your marketing problems, boost your brand and increase sales, contact us today.