It’s 2015, and there has never been a better time for video!

The online video world has become an incredibly competitive marketplace; television advertising has advanced in leaps and bounds, and exciting new platforms, such as digital signage, are becoming more prominent than ever before. It’s a crowded, sometimes confusing environment; however creating effective videos can be instrumental in creating a strong brand presence, no matter the size of your business.

How useful are videos?

Videos, as has been proven by statistic and data gathering services such as Cisco and Emarketer, are the most effective form of marketing by a large margin. There are many different citations, such as the fact that more than half of marketers believe that video has the best ROI, and that a consumer that views a video of a product is up to 144% more likely to purchase that product online, that supports this fact.

However, one thing that some businesses struggle to understand is how exactly this can be the case. Let us explain…

Centrepiecing

One of the most common uses of video is to act as a centrepiece. This could be to promote a business, a product, a campaign, an event or many other items that a business may want to present. This can be most clearly evidenced through the landing page of many websites. A business that uses a video very prominently at the top of a landing page is a very common sight online. That so many businesses do this is no coincidence.

It is no revelation that people’s capacity to pay attention online is frighteningly short. One report (by the Statistic Brain Research Institute) states that people have on average an online attention span of 8.25 seconds. Something needs to grab people in these 8.25 seconds so that they stay for the next 8.25 seconds and the next 8.25 seconds and so on. Videos are a solution to this problem. A video can deliver vast amounts of information and convey a brand’s tone and ethos simultaneously. This advantage means that video is the preferred method for audiences of receiving all sorts of information.

Still from Videos produced By Lovelove Films

Still from Videos produced By Lovelove Films

Cross platform possibilities

As well as being a centrepiece, a strong video can be used to lead a brand’s identity on a variety of platforms. Many brands tie in television advertising with their online content. A great example of this is Skittles, who, as well as advertising on television have a host of online videos, with their most successful video, Skittles Touch: Cat having gained over 7 million views online to date.

However, using videos to gain cross platform appeal does not have to just be for large coproations, and does not have to expand into a wide series of new content. A striking landing page video can be a very versatile tool. With some tweaking a landing page video can often be adapted into a television advert, which through Sky Adsmart advertising can be broadcast for very cost effective amounts. The same landing page video/advert can be promoted across social media campaigns, used in other forms of online advertising, and even be adapted into digital signage. The possibilities are endless!

Still from Videos produced By Lovelove Films

Still from Videos produced By Lovelove Films

Making your video appeal

Of course the key to really making a good video great is through creating video content that has something that appeals to audiences, that conveys its information or product in a fresh and entertaining way and that elicits an emotional reaction from an audience.

To realise how brands are doing this, all that needs to be done is look at the most successful online videos and television adverts. Adverts such as the John Lewis Christmas extravaganzas utilize characters, animation, storytelling, and emotion in ways that have struck a chord with the nation.

Of course, not every video can have the scale of a John Lewis Christmas advert; however, not every video needs huge budgets and spectacle to achieve an appealing result. Very often creating a character, story or animation style that both reflects a brand and appeals to an audience takes some discussion time and work-shopping to create something that not just represents a brand, but projects it to a wide audience and could even make the video and brand go viral!

Still from Videos produced By Lovelove Films

Still from Videos produced By Lovelove Films

Where LoveLove Films comes in

LoveLove Films is a Bournemouth based multimedia Production Company that has made an impact locally, nationally and internationally. We’ve worked from concept to completion on highly successful projects such as Joss Stone music videos, television adverts for national brands, and online content for large local companies, such as McCarthy & Stone. However, we have also helped take smaller businesses take their first steps into video.

Our success has come from taking a passionate approach to the media we create, and creating innovative and engaging videos and animations by listening to a client’s needs and pitching ideas that are fresh, different and distinctive.

We always love working on diverse new content for brands. If you’re interested in a new video contact us on 0044 (0)1202 537 858 or info@lovelovefilms.com

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