The Good, the Bad and the Not so Ugly

A Fast Look at Video Branding

Why Online Video is Successful

When it comes to advertising your brand, online video advertising, (or OLV), has a certain appeal that text and image-based advertisements don’t. While it can be a bit more expensive and time-consuming to develop than other mediums, it allows you a greater opportunity to deliver a message that connects with consumers in a deeper and more genuine fashion.

The Benefits

Video is clearly the big winner these days. OLV studies show 70% of consumers regularly watch videos online and 80% have a high memory recall of what they view. Respondents demonstrate high memory recall and brand distinctions, identifying brands shown throughout a 30-day exposure pattern study. An OLV ad will be viewed by a larger and more engaged audience than other media platforms.

Online video allows you to demonstrate the personality of your brand and connect with your viewers on a more inner-personal level as compared to text or pictures alone. OLV also is more likely to be shared on social media verses other forms of advertising. This is an innovative and inexpensive way to increase brand awareness.

The Disadvantages

Everyone knows that online video is popular and can be inexpensive to produce, so saturation can be an issue. In fact, it’s been estimated that over 300 videos are uploaded onto YouTube every minute. If you’re counting, that’s 432,000 videos every day. That’s a lot of competition!

Advertisers need to understand that a commercial is still a commercial. If your video looks, acts, and sounds like a commercial, it will have less interaction or engagement from your viewers. Continuing to monitor shares, likes and social media posts with your videos will further your efforts, allow you the opportunity to fine tune your message and sharpen your skills. All affecting your long-term brand awareness.

Just the facts Mam

The best measure of success, besides trackable sales, is digging into a campaigns’ delivery reports, or performance metrics (# of likes, comments, shares). The versions of videos that receive higher share rates are the ads generating traction. There are three classifications of videos that typically gain the most traction.

Normally videos that provide useful content to the viewers have greater results. The rule of thumb is that if you are going to release a video, make sure it’s feels more like branded content than an advertisement. Some examples include; how to videos, product reviews and behind the scenes looks at your factory or employees.

There are two other styles of videos that gain traction, humor and sheer entertainment. It’s imperative your video style fit your brand. No matter what your style, honesty is key.     

The best guarantee of online advertising success is to find the right partner who knows the potential pitfalls and can help you use the benefits of video to its full advantage. Brands that do the best with video don’t advertise. They offer content with real value and remember value is determined by the eye of the viewer.