Creative digital video should be in your media plan
Recently, Jim Schwantner and Amy Hunt joined the Revenue Architects team. Amy and Jim are highly experienced creative marketers – their specialty is creating creative digital video to drive communication and brand velocity. This blog post blends our collective thinking and suggests the mandate for building creative video into your digital marketing and PR strategies.
You can drive market velocity with creative video content. As humans, we are wired to consume moving visual images. Now that we are inundated with content, we value video communications as a preferred medium to learn and engage. On TV, 90% of us who can fast-forward through commercials will do it, but we voluntarily watch a staggering number of videos online. Computers and handsets win a bigger “share of screen time” every day. Online is the new primetime, with 19.5 billion videos viewed… per month and over the next two years, it is estimated that companies will grow online video spend 300%. Video needs to be core to your PR and marketing content plan.
Creative digital video makes relationships and real accountability possible. TV advertising delivers your message to the mass audience and is about impressions: millions are watching “Good Morning America” or “Ugly Betty,” and you can buy the right to interrupt them. Online video is about relationships… with your idea, your cause your brand.
However, static corporate talking points and blah-blah-blah words don’t cut it now. You need creative video content to capture audience interest and intent. With digital video, viewers initiate the interaction, and you can measure time spent with you, and you can guide them to take action. Two of the video models we create are Explainer Videos and Documentary Branding.
The Explainer Video is powerful tool in the translation of otherwise complex ideas into a clear and memorable engagement for the viewer.
Explainer videos are ideal treatments for new products and key moments in the evolution of an organization. The Explainer Video speaks to the reality of how we all have come to rely on visual presentation across all phases of professional and personal communications. The B2B customer requires both the specificity of traditional longer form business communications and the impact of content delivered across all the media they encounter in home, in office and in between.
Documentary Branding is defined as the space where credible ideas about corporations and their brands are likely to emerge in the future. Consumers are increasingly mistrustful of the images, motives and representatives of large corporate entities. The idea of Documentary Branding is to offer a perspective on the brand that emanates from a broader population of employees and spokespeople and customers that are presented in real situations speaking candidly about the companies they work for.
The subjects of Documentary Branding in the hands of a skillful director can deliver a deliver a disproportionately significant influence on the way people perceive brands and situations.
So, how do you take full advantage of creative digital video? You will need true creative leadership to get this right… blended with the business approach to connect outcomes with clear business metrics. See more at this link.