The Next Feeding Frenzy: Why a Short Video Is Your Next Advertising Campaign

Sharing videos on social media is all the rage, and investors are lining up to get in on the action.  Just this week, Ocho, a new video-based social networking app, which is in the same space as Twitter’s Vine, Snapchat and Instagram, launched out of beta and received $1.65 million in funding from Shark Tank’s Mark Cuban and other investors.  Ocho’s iOS app lets users create, edit, and share eight-second videos.

Millions of people are sharing online videos on YouTube, Vimeo, Vine and other social media sites.  According to ReelSEO, sharing video ads has risen by almost 50 times since 2006.  The increase in innovative and creative video advertising, combined with an explosion in the use of social media has ushered in a new era.  Gone are the days when the size of the media budget was the primary factor driving awareness and relevance of a company’s products or brands.

So What Goes into a Great Video Ad?

While ensuring your brand and products are being seen and heard, there are other factors that are increasingly driving “buzz” in the marketplace, namely your credibility, relevance, authenticity, and honesty, among others.

As we all know, these can’t be bought.  Sometimes massive branding and advertising campaigns run counter to creating “softer and higher values” for your product or brand. Customers and consumers have learned and are educated enough to know that at the end of the day, they absorb the marketing spend with higher prices.

A more nimble strategy for your branding and advertising might be to reach the hearts and minds of your target audience.  In reality, many companies don’t have bottomless reserves of cash to spend on marketing.

Hitting the Play… and then the Share Button

Short videos are a perfect way to get each of these objectives accomplished.  Inexpensive to produce, they can be posted anywhere and easily appear on earned, owned, and paid media.

A short video is preferable to reading about a product for many reasons.  Perhaps the most important one is speed, as viewers get to see the product in real-time.   Video is now the most shared form of content.  If people genuinely connect with your video, chances are it will go viral and travel far — sometimes incredibly far with millions of shares.

The most shared ad of all time is still Volkswagen’s 2011 Super Bowl ad, “The Force”, with approximately 5.57 million shares and over 60.6 million views: http://www.youtube.com/watch?v=R55e-uHQna0.

Beyond the fact that it’s free, there are many examples of short and well-done videos that have made an impact, done at low cost and at a fraction of traditional advertising campaigns.  If you think your marketing and media budget is too low to make any measurable or significant impact, think again, and think video.

Here are links to some very well-done short videos.

Coach: http://www.youtube.com/watch?v=FEvhoWVihzE

Four Seasons Hotels and Resorts: http://www.youtube.com/watch?v=j-U4b5Qr8aM

Sonic Automotive: http://www.youtube.com/watch?v=m6k7ryk84Dg

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