In 2010 an Old Spice marketing campaign achieved viral success. Even more impressive was the fact that they did this as part of a rebranding that completely changed their target audience. There were many factors that contributed to their success, but there are 3 key things that this campaign can teach us about marketing. Things that keep us talking about these ads to this day.
#1 Make It Short, Sweet, and Snappy
The commercial that debuted the ‘man your man could smell like’ campaign featured witty dialogue and cheesy, rapid-fire transitions that caught and kept audiences’ attention from the start. And let’s face it, opening with a shirtless man didn’t hurt either. What Old Spice knew, and capitalized on, was that viewers have a short attention span.
Aim For 90 Seconds
In today’s digital world, we are exposed to so much content that we have to pick and choose what we pay attention to. Longer videos just take up too much of our time. That is why there is a sweet spot for video advertising, and that sweet spot lies somewhere around 90 seconds. After 60 seconds viewers start to drop off, and after two minutes less than 57% of viewers are still watching. Anything less than a minute risks not connecting with your audience or expressing a compelling story.
The Old Spice commercial was only 32 seconds long, but that was because it was made for TV. I am willing to bet that viewers would have kept watching for another 28 seconds at least.
You Have 10 Seconds…
Of course, there is a second factor in whether we tune into the video at all: capturing attention right away. If a video doesn’t hook us, and hook us fast, we are going to click away. On average, a video needs to grab our attention in the first 10 seconds in order to keep it. A fact that Old Spice played on repeatedly.
Keep It Engaging The Whole Time
Not only were the first few seconds engaging, and the commercial short overall, but the constantly changing set and props were creating new interest points that kept us from becoming bored. New things were even being added in the last 4 seconds! When paired with witty dialogue a winning combination was born.
#2 Create A Fantasy
In most marketing campaigns it is important to tell a story or create some kind of fantasy that will entice people to engage with your brand. The Old Spice rebranding campaign was no different.
Know Your Buyer
The story that Old Spice wanted to tell for this particular campaign meant that they had to change their target audience, which was a two-fold process. First, Old Spice wanted to lower the age of their demographic from 55+ to 18-35. Next, they used a crucial piece of research to flip their marketing strategy on edge. Knowing that women make approximately 70% of all the purchases of male toiletries, Old Spice decided to market to them instead.
Satisfy A Desire
Armed with that strategy Old Spice built a fantasy that would skyrocket their sales. They started off by creating a comparison between real life and the fantasy that Old Spice products could help women achieve. Then viewers were dazzled with a bit of romance and the repeated offer: “Smell like a man, man.” The idea was simple; Old Spice products could make your man better, or maybe help you attract a woman if you’re a man. The only way to achieve this would be to use Old Spice products.
#3 Don’t Let Your Video Stand Alone
It is easy to think that a well-made video or advertisement can stand alone, but the team at Old Spice knew that that isn’t exactly true. After their commercial aired they saw how effective it was and decided to continue to build a relationship with their customers. Their plan was to saturate the market and get everyone talking about their brand. Interacting with people in this way turned them from customers into fans.
From the beginning, Old Spice had a plan to reach their audience on a new turf: the social media platforms that were gaining traction with the technology age. They advertised on Facebook, Twitter, YouTube, and TV all at once. They wanted to be everywhere, and get people talking. This caused an immediate debate that paved the way for their encore.
Interactive Follow-Up Campaigns
When all the buzz around the initial campaign reached its peak, it was time for a second wave to break. In a spark of genius the Old Spice marketing team dreamed up and produced a two-day interactive series of videos where the “Old Spice Guy” answered fan questions and interacted with celebrities. Relating to their audience in that way was a huge victory for the Old Spice brand.
Ydraw Can Do The Same Thing
Are you looking to create a video as part of a marketing campaign? We want to help you. Ydraw specializes in a range of animation styles that can help you achieve the same charming effect as Old Spice for your audience. Our team creates short, engaging videos that keep the mind active by continuously triggering the sense of sight. With a variety of animation styles, we can tell any story in an artistic way, and we are constantly looking for new technology to help us enchant audiences with beautiful animations.
But don’t just take my word for it. Our happy clients can tell you how we have helped them.
Humans are storytellers. It is one of the oldest traditions we have. Before modern methods of record-keeping, storytelling was how we survived–how we preserved knowledge, taught, and shared memories–and it continues to be one of our primary sources of entertainment. And everyone has a story. Just ask the thousands of people who attend the Scottish International Storytelling Festival every year.
Good marketing strategies make use of stories that will stimulate an emotional response and drive a customer to act, whether that action is signing up, making a purchase, or volunteering. At Ydraw we specialize in telling stories through short animated explainer videos, whiteboard animation, 3D animation, and more. We know we can help you tell your story, but first let me tell you Y.
Of all the ways to tell a story, drawing might be one of the oldest. Just think about ancient hieroglyphs and cave drawings. That’s how people communicated! If that is not a compelling enough reason, here are a few more.
Say More With Less
Have you ever heard that a picture is worth a thousand words? Well, so have we. That is why we know that animating a short video to tell your story can help you say more in less time. That’s great news considering it only takes about a minute for an audience to stop paying attention. In fact, if you don’t have them locked in after 5 seconds they might just move on, but more on that later. However, with animated videos you are not just getting one picture, you are getting several.
Plus drawing has the potential to break down speech barriers and tell a story even without words. That is how powerful they are. You can maximize the short amount of time you have to get your message across by showing your audience what you are talking about, not just telling them.
Enchant Your Audience
How many of you know someone who will sit there for hours watching 10-second videos on Tik Tok? Their eyes glaze over and they can’t seem to tear themselves away because there is something trance-like about watching those videos. That is how easily you can hypnotize your audience with a simple video.
Whiteboard animation in particular is excellent at captivating an audience from the first frame. This is because the viewer is watching things being drawn right before their eyes. As a result, their whole mind is engaged in the process while they listen to the information being shared and are visually stimulated with constant motion. Much like anticipating the punchline during a comedy routine, the viewer is waiting for the whole picture to be revealed and is held in suspense. When the image is complete there is a sense of relief.
Videos also have a high chance of going viral. In his book, Contagious Jonah Berger talks about “the science behind why things catch on,” and it is full of advice on how to create content that has the potential to ‘go viral.’ The technological age we live in makes it so easy to share a video that they can receive millions of views overnight. So when you have animated explainer videos as part of your marketing strategy you increase shareability and reach a larger audience.
The chances that you will go viral are higher if you have a catchy script and fun artwork. Shakespeare wrote, “the eye of man hath not heard, the ear of man hath not seen…” to describe how our individual senses come together for a more complete experience. Food that looks good, smells good, AND tastes good is way more enjoyable than food that just does one of those things. In the same way, hand-drawn visuals will complement a well-written script to give you that viral effect.
So now you know Y. What about how?
Explainer Video Basics
The most infuriating thing about every tutorial on how to create a great explainer video or how to write a killer ad script is their number one step. Inevitably it will be something like, “start with a great hook.” Yes, that’s swell advice, thanks…now how do I do that? Well, after some research and a bit of trial and error, here are the basics. Some guides may add a bit more fluff, but these points are found in each one.
Create A Fantasy (AKA Tell A Story)
We’ve all seen enough advertisements to know exactly what it sounds like to be sold something. How thoroughly can a teenager tune out an adult or a husband tune out a nagging wife? That is how easily we tune out advertising all the time. Instead of using boring, overdone ad copy, insert your brand/product into the story people are living out every day.
Taking the idea of telling a story one step further, into creating a fantasy, ups the stakes. Most people at a fundamental level are focused on their own survival. Will your brand or product help them get a promotion? Look better to a potential mate? Be healthier or more fit? Show them a fairy tale and position yourself as their guide, helping them look good or accomplish their goals. They will want to buy into whatever you are selling naturally. Create a fantasy they will want to see played out.
Misery Loves Company
Think about every great movie or comic book villain. What are they trying to do? Make everyone else as miserable as they are! Usually, their backstory is some woeful tale about why they are so full of hate, because it is true: misery really does love company. So when it comes to wooing new customers, sympathy goes a long way.
Chances are you already know some key pain points your clients are suffering from. After all, you created a product or service to fix their problem, right? When you start your video by sharing in their distress, you let the viewer know that you understand how they feel. Then you can comfort them with your offer, and empower them to become the hero.
Don’t make that common mistake. In this story, they must be the hero, not you. This will create a more compelling reason for them to interact with your brand.
Include A Call To Action
One thing you should never do when creating video advertising: exclude a call to action. The audience needs to be told how to obtain your offer, and no it is not because they are dumb. Marketing students have been told for years that “people are dumb, and you have to tell them exactly what to do.” Really, it has much more to do with being lazy.
If you have produced a quality video then you’ve sold the audience by the end of it. The viewer knows that they want whatever you are selling, but they want it to be easy to get. If you don’t make it easy to obtain whatever you are offering they will move on. Some kind of click here, buy now, or call today ending to your script is vital. Make it easy for them and they will flock to you.
Yes, of course, it is important to have a hook, but there is no format for how to do that. A great hook depends on your audience and other variables. First, do the groundwork of figuring out what story you want to tell, then trust the process. A hook will come. It should never be the first step or you might just get stuck there.
There Is No I
You probably want one of these videos for yourself right about now, but deciding to create a video like this is a huge undertaking. So, if this all sounds like a pretty tough nut to crack, don’t worry: hiring us gives you a team of people who know what they are doing. When I first started this job, I thought there was no way that I was going to be able to pull it off. My coworkers kept reminding me that I was part of a TEAM and that it would take time to learn everything, but they would help me along the way.
Here is a peek at our process. Right off the bat, we get to work diving into the story that you want to tell and begin scripting your video. You might already have a script you want to work with, but don’t know what to do with it. Our writers will help you spin it into gold. Then we hook you up with the perfect voice actor to bring that script to life. While the voice actor works their magic, our artists will begin illustrating your project and recording it live. Editing comes last. This is when our genius team pieces together the voice-over and the recorded illustrations with a little bit of digital magic to unveil a work of art: your video.
Still not convinced? Check out some of our work and you’ll see what I mean.
The word is finally out. Video marketing is so incredibly important to business owners today that it’s essential. You simply can’t do without it in the modern market if you want to succeed. Let alone compete with your competitors. Though text information won’t ever lose its necessity, video content is vastly more popular. Of all media forms, it’s the easiest to digest. Every single day YouTube logs over a billion hours of watch time. One billion. This alone should be enough proof to get the attention of anyone interested in digital marketing. If you want to succeed in the DM industry, you have to understand the power of video.
The Truth About Video
Video can be shared easier than any other media form. And sharing digital media is key to effective word-of-mouth exposure today. The majority of apps, for example, are being created and updated specifically to facilitate video content. All these software companies know that if their programs don’t do that, they’ll be outperformed. Consumers prefer video. Plain and simple. It’s engaging, versatile, entertaining, and offers a very big ROI.
There Are So Many Different Kinds Of Marketing Videos
Different types of businesses create different kinds of videos to serve their particular purpose. Depending on the industry, product, and customer, one kind of video may work where another may not. The good news is that there are lots of different kinds of marketing videos to choose from. Of course, before choosing the kind of video you’re going to make, you need to have a strategy. A content marketing strategy. Once you’ve got that laid out, you can then choose the right video type to fit your goals. Here are short explanations of four of the most common kinds of marketing videos.
Though some people claim that explainer videos are going out of style, data suggests otherwise. These videos are often made using some kind of animation. That’s because when you need to explain processes, ideas, philosophies, and systems, animation does that best. Business owners who need to deliver these kinds of messages often make explainer videos.
Interview videos can be used to accomplish many different purposes. Testimonials using interviews can be very effective. If you have an influencer, such as a special guest of spokesperson, this kind of video is a good choice. One nice thing about interview videos is that you can take the audio and turn it into a podcast episode.
Particularly if your business involves selling physical products on a retail level, demo videos are great. You should want to have a video on your site that shows your product or service in action. That way it’s not left up to the customer’s imagination. If they can see it, they’re much more likely to buy. Sometimes happy customers will create demo videos for you and share them online. This is even better. Or you can seek out influencers. An influencer is a person on social media who wants to gain a following by advertising for businesses. You give them your product to try and they review it. Free product in exchange for advertising. Also, product reviews in bulk can be used as market research.
Live video is becoming more and more popular. Businesses are finding that it’s one of the best ways they can utilize social media for marketing purposes. It also allows you and your audience to become close. It’s a very personalized video marketing method.
These Stats Answer The Question Why Is Video So Important In Marketing?
If you’re not convinced already, here are some statistics relevant to the video marketing world. These answer the question Why is video so important in marketing? These statistics were pulled from recent poll data.
Video content provides the highest level of product understanding, say over 95% of marketers.
In the past, advertising and marketing were done with a direct sales pitch approach. Today, in the world of the internet and online shopping, things have changed. Now businesses are trending toward a more value-based approach. This is likely because of the millions and millions of instant choices consumers now have. Less than 20 years ago, your choice of a particular product was still limited to the supermarket shelves. Not anymore. Because of today’s vast number of product options, the hard sell approach isn’t as effective.
Video content is fantastic at delivering a value-based product message. Give the consumers a quick video they can watch that explains your service and its value. Sure, they may also watch videos from some of your competitors. That’s to be expected. But if you’ve positioned your product correctly with the help of video content, they’ll choose you!
By the year 2021, video will represent at least 80% of internet traffic worldwide.
Because watching videos is what most internet users do, search engines place a high priority on them. Companies like Google can see that video is what the consumer prefers. As a result, businesses making them usually get better SEO results. Make sure you know how to optimize your videos properly.
As of 2019, it’s estimated that video marketing is being used by over 80% of businesses.
Yes! This is great! In the not-too-distant-past, this number was much lower. But business owners are finally coming to grips with the facts. Video is what their customers want so they’re giving it to them. An explainer video that’s less than 2 minutes long can often make all the difference. It can provide, in that short time, sufficient education for a person to understand all they need to buy. Remember to tell a story in your video. Something they can relate to. Boring videos don’t tell stories.
By 2021, almost 15% of internet traffic will be live video.
The main platforms for live video these days are Instagram, Facebook, and Snapchat. People who understand the game of live video on social media can gain massive followings. And the more people who follow you, the more exposure you get. And more exposure almost always translates to more sales. We’ve heard of businesses using the time-sensitive nature of Snapchat to their advantage. Creating time-sensitive promotions available exclusively to people who follow them on social media and see a certain post. And that’s only one idea. Consider using live video to offer your customers a more personalized and intimate look into your company. It’s a good way to build loyalty.
Before buying something, over 90% of people prefer watching a video first.
The data here speaks for itself. If you have a video that people can watch showing your product in action, you will make more sales. Simple as that. Likewise, if you don’t have a video like this, you aren’t making as many sales as you could. In other words, you’re losing money. Many companies put these videos on their home page or on a landing page of some kind. This way the person has an opportunity to view the video right away. Also, putting these kinds of videos on your website is great in another way. People spend more time on your site! If they’re watching a video on your site, they’re likely going to stick around and explore.
Some Video Marketing Advice
Just so you know, the length of your video should depend on where you’re sharing it. For example, if you’re planning on sharing it straight to YouTube, around 2 minutes is a good length. But if you’re sharing it on Instagram, 30 seconds is better. Sharing to Facebook = around a minute. Sharing to Twitter = around 45 sec.
Make sure all the videos you create are mobile-friendly. Most people access the internet from their phones now, more than their computers.
All videos need to be optimized for SEO.
Track the performance of your videos. Don’t just put them out there and hope they’re doing their job. Use tracking software so you can figure out what works and what doesn’t. Check your metrics regularly.
Every video you make needs to have a call to action. Every one.
Over 80% of marketers acknowledge that video is taking over
Over 50% of social media users who watch a video engage with the brand
Money spent on video marketing has gone up over 50% in the last 3 years
Almost 90% of marketers express satisfaction with their video ROI
Almost 75% of consumers prefer video over written content before buying
Over 3/4 of every second spent on cell phones is spent watching videos
Interactive video is used by a quarter of all marketers
Video marketing is as important for businesses now as it’s ever been. The ever-increasing popularity of social media has played a big role in this development. Those who keep up with information in the world of video marketing have an edge over their competition. We want you to be that person. Benefit from not only having a digital marketing strategy that involves video but also from being informed on the subject.
Here are some promising statistics related to video marketing that will get you excited for the future. They should also help motivate you to give more attention to video marketing if you’re not already. These video marketing stats don’t lie.
1. Over 80% of marketers acknowledge that video is taking over
For many years now, video has consistently yielded really good results. It’s been in the last half-decade where we’ve seen lots of business owners finally jump on board. And industry experts fully believe that the importance of video marketing for businesses will continue growing. Honestly, there isn’t any reason to believe otherwise. Video is king. People prefer watching a video over reading an article when given the option.
Business owners must start creating video content now (or at least sooner than later). This is because in order to get it right you often need to experiment. What video type will work best for your business and for what you’re trying to accomplish? It may take some tinkering. Some trial and error. The sooner you go through this process, the sooner your business will reap the rewards.
2. Over 50% of social media users who watch a video engage with that brand
Of all the things a business can do to attract customers, few (if any) have a better success ratio than video content. They are so good at increasing site traffic and brand awareness. And in this case, “so good” means getting over half the people watching to engage with your brand! That’s crazy!
And this news gets better when you break down the numbers even more. If we just consider Millenials, that percentage goes up to over 65%! Almost three-quarters of every millennial who watches your video on social media will interact with you further. I think it’s safe to say that anything producing those kinds of numbers is worth your marketing dollars. Videos are essential to effective advertising and building a strong social media presence.
When looking even deeper, you’ll find that almost a quarter of the people interacting with your brand visit your site. That same amount of people will do more research on your company, Googling your brand to find out more. One study showed that Millenials actually prefer there to be a direct purchase link associated with the video. When people are clicking the link, you know the video is working.
3. Money spent on video marketing has gone up over 50% in the last 3 years
Companies are investing in video marketing more than ever. That includes both mobile and digital advertising. Since 2016, money spent on it has gone up over 50% and that percentage is rising still. Do you know why? Because it works. And everyone is starting to figure this out.
Fun fact: what industry would you guess spends the most on video marketing? The answer: household goods.
4. Almost 90% of marketers express satisfaction with their video marketing ROI
The statistic above is specifically referring to social media video marketing. But still, the ROI numbers associated with all kinds of video marketing climb ever year. Spending a few thousand to make many times that is appealing to business owners, it seems. In fact, referencing the same study, we learn that almost half of business owners polled agreed on something else. The marketing dollars spent on video sees the biggest ROI compared to other marketing efforts.
5. Almost 75% of consumers prefer video over written content before buying
Let’s say you have an online sales page. On the page, you’ve got written content and a video. Which one do you think most people will interact with first? Video. When someone goes online to learn about a product they’re interested in buying, they are hoping there’s a video. They want to see it. They want to hear an authoritative voice talking about it. Almost all of your potential customers prefer this. If you don’t have a video on your website, let alone a video marketing campaign, you’ve got work to do.
One of the reasons people love product videos is because seeing is better than imagining. Also, the total time a person takes to make a buying decision goes down with video. When your product or service has an accompanying video, more people are likely to buy. Videos feel more authoritative than text. And we haven’t even mentioned one of the main reasons people love video marketing. Because they can share it with people after they know how great your product is! People love sharing what they love on social media. They can’t do that effectively without a video.
6. Over 3/4 of every second spent on cell phones is spent watching videos
Did you get that? When people are interacting with their cell phones, almost 80% of the time they’re watching videos. Let that sink in. A large percentage of people watch video on their phones now more than on their TV. If any of these facts are clear about the importance of video marketing, it’s this one. You need to put your brand in the place where people spend there time. And today, it’s on their mobile phones.
There’s another aspect to this that you should know. There are videos that are recorded live and then there are static videos. The live videos we’re talking about here are things like behind the scenes clips, Q&A videos, tutorials, etc. Guess what? These kinds of live videos are watched 3x more than static videos! Get thinking about what kind of live content you can upload for further brand awareness and customer interaction.
7. Interactive video is used by a quarter of all marketers
An interactive video is a live stream or any other video content where people can interact in real-time. Customers love this! People feel truly connected to your brand when they have these opportunities. Interactive video has been shown to be great at developing loyal customers. Almost 25% of marketers polled said that they have used interactive video at some point. And most of them said they found success with it.
2019 Video Marketing Stats – Conclusion
This data is incredible for you! Information like this is so valuable. Take advantage of it by getting to work figuring out how you can implement video into your marketing plans. The positive proof behind these video marketing stats is overwhelming.
Quick Summary of Why Video Marketing Is So Effective: 1. Boosts Brand Awareness 2. Makes You An Authority 3. Incites Action 4. Generates Engagement 5. It’s What They Want
If you haven’t noticed by now, video is king. In 2018, over 75% of all internet traffic was video content – and that percentage is still climbing. It’s estimated that over 60% of the world’s internet users watch videos online every day. Though written articles still get plenty of clicks, data shows that video traffic far surpasses all other forms. Saying video is trending up would be a gross understatement.
Needless to say, if you’re not putting marketing efforts toward the creation of video content, you are behind the times. The absence of a video marketing strategy means you’re leaving so much on the table in terms of audience engagement, social media influence, and much more.
Why is video marketing so effective? Why does it carry so much weight when it comes to modern business success?
Boosts Brand Awareness
How important is successful branding to a business owner? It’s not just important. It’s imperative. And video marketing is the BEST way to increase awareness of your brand. Through video you easily answer all the questions your demographic is asking, you can share testimonials from existing customers, and tell your story. On top of all that, the world can hear your voice and/or see your face as you’re doing all these things, making everything much more memorable for them.
Through video, you pull back the curtain, revealing the personality behind the brand. It humanizes your brand and allows them to really feel the passion you have for what you do. They get a taste of the culture inside your organization. All of this builds something you absolutely have to have with your customers: trust. Bring transparency and authenticity to your message with video.
When you upload quality video content, your brand has the potential to reach an infinite amount of people. There’s simply no better way to get in front of your audience than original videos.
Makes You An Authority
You feel like an authority in your field. But your potential customers aren’t automatically going to view you and your brand that way. You’ve got to prove to them that you are an experienced and trustworthy voice worth listening to. There’s something about well-made video content that instantly legitimizes you. When the public views your material, in their minds you have automatically entered the ring as an industry thought-leader, simply by having video content.
Now add to that video that actually educates them, solves their problems, and inspires them and you’ve got a winning recipe for being viewed as an expert.
When it comes to conversions, video is essential. Recent data shows that almost 70% of people are more likely to buy a product or sign up for something when they can watch a video about it first. The legitimizing nature of video content accompanying a product or service is in play here. But it also works because a call-to-action in a video is so good at being direct, compelling, quick, and memorable. Sales always get a boost with video content.
One particular aspect of video marketing that’s becoming more popular is live streaming. This is because of the great ROI companies receive when dedicating time to this. Three times as many people spend time watching live video than they did only a few years ago. Apps that allow live streaming (Periscope, Instagram, Facebook) are generating huge amounts of engagement.
By live streaming with your audience, you’re offering them real-time opportunities to interact with you which does wonders for trust-building. There are multiple reasons you might want to live stream; report breaking news, give a behind-the-scenes look at something relevant, or do a Q&A session, for example. Live streaming is a fantastic way to truly allow your customers to connect with your brand.
It’s What They Want
YouTube gets more daily visitors than Facebook. Behind Google, YouTube is the most visited website in the world. If that’s where everyone is, why wouldn’t you make an effort to be there too?
Recent polls revealed that, when thinking about buying a product, almost 5 times more people prefer viewing a video about it rather than reading about it. This shouldn’t be a surprise. A video lets them see it instead of imagining it. The benefits and features can be demonstrated right then and there. Science has also concluded that our brains understand and retain visual information faster and easier than written information. No wonder people gravitate to video more than anything else.