If you’re not using video as part of your marketing strategy, then you’re doing something wrong. It should be no surprise that digital video content appeals to the masses unlike some of its rivaling mediums. As brands and advertises continue to increase their spending on digital ads, the value of utilizing digital video content is becoming more evident to all kinds of brands and business, from start-ups to mom-and-pop shops to fortune 500 companies; light bulbs are going off all around.
Another fact that shouldn’t come as much of a shocker to you is that out of the various types of video content, short-form video sharing is all the rage right now. With platforms like Instagram and Snapchat, it truly has never been easier to take advantage of using this medium and in its most popular form. Now, here lies the most difficult question: never mind should you use it, but how? To help you get started, here are a few examples of how companies have incorporated short-form digital video content into their marketing strategy:
SNAPCHAT
Hubspot, an inbound marketing software company whose product helps other companies attract visitors, convert leads, and close customers, has been using video content in their marketing strategy for a long time now. But recently, the company joined Snapchat in March 2016 as a means to showcase company culture and to use as a recruiting tool.
Everlane, an online retail company specializing in essential, basic clothing, was one of the first brands to take advantage of short-form video content through Snapchat. When first joining the social platform, Everlane made a statement on their website saying, “We’re here to make a bold claim. Snapchat is going to become the defacto social channel for everyone….Snapchat gives us the chance to explore transparency in a completely new way. No fancy cameras. No editing. Just raw, live, footage. It’s beautiful, and it’s the platform for the modern generation.” Since then, the brand has continued to use this video platform to feature products, its factories, and company culture that truly is very raw, real, and unedited.
As an online women’s lifestyle platform, Refinery29 uses mix media video content on its Instagram gallery to entice viewers to check out daily articles, photographs, and videos on the company’s website. Whether the topic is celebrity gossip, fitness, or the best waterproof mascara to use this summer, the brand does well at creating fun, vibrant, and captivating short video clips to promote outside written content.
Yoga might be one of the biggest trends on Instagram right now, and all yogis, including the marketing team at Lululemon, have done well at taking note of this. The brand uses stop-motion video content to demonstrate various yoga practices and moves-of-the-day (with yogis wearing Lululemon, of course), and incorporates short interviews with their global yoga ambassadors to allow its buyers to delve into a more personal level with the brand.