Video Marketing Success Stories andInstances of Poor Video Marketing Usage Traditional modes of marketing such as theuse of magazines and television advertising are slowly becoming extinct and arebeing replaced by Video Content Marketing. According to digital informationWorld, clientsunderstand about the new products by 74% if a video is used in explaining theeffectiveness of the product.
These statistics showthat companies that have effectively used Video Content Marketing are far morelikely to attract the client to buy their products. In this article, In this article, we feature five examplesof companies that have been successful as a result of using video contentmarketing. I will also give examples of companies that have tried video contentmarketing unsuccessfully. First, let`s begin with five companies that have beensuccessful. Zendesk According to Revolutionproductions, Zendesk`s success in marketing has beenbecause of their commitment to producing video that is rich and resourceful toviewers. If you analyze the video`s used in their marketing, you will realizethat Zendesk develops video that walks the viewer through different pages onthe platform. Through this strategy, the viewer is able to visualize how usingthe Zendesk platform will help in customer care. Through the videos, clientsare able to learn about Zendesk`s efficiency.
There is also a notable inclusionof comedic effect that is believed to be the key in influencing the viewer’sdecision making. The emphasis on how efficient the Zendesk platform is througha comic delivery is a major reason that has contributed to the success of thecompany’s video marketing. Volvo Trucks Success Story through Use ofVideo Marketing Volvo trucks is another company that hasenjoyed great success with video. This has greatly been because of use of videothat is relevant to clients during their different buying and use of thetrucks.
Ingela the company`s head of marketing communications departments, wasinterviewed by Sportonvision.comon the success of video marketing. In her interview, she explains that the movewas strategic and they experienced increased brand awareness through “TheEpic Split” episode. The company has invested in the use ofbrand videos which are meant to create wide brand awareness. Further, thecompany has also created an educational video that is a good example of aftersales strategies meant to educate the owners on how to solve various issuesthat might arise. Lastly, the implementation of video documentaries and casestudy videos, are another reason why the company has created an establishedbrand. Saddleback Leather According to Thoughtslab.com,Saddleback leather is another company that has enjoyed great success throughthe use of Video content marketing.
The company uses the hilarious andinformative balance to produce educative videos that have brought the company agreat success in marketing. The company has used customer stories and educativevideos in their content marketing. Hubspot Video Content Marketing Inc.comlists Hubspot as a master in video marketing. According to Jamee Sheehy ofHubspot, the company uses the video initiatives for brand building, entertainthe prospects, and also to inform the viewers.
Through these initiatives, thecompany has focused on producing video through core mentality of adding valueso that the viewers are turned into subscribers of their informative content. Dunkin Donuts This is a company that has through yearsof its existence relied on visuals to sell their products. The company usesvideo to show clients how they make their cakes and this has been a great leadgenerator for the company products.
Viewers who watch the Dunkin Donuts videomarketing content have shown great admiration of the cake which has led tomultiple orders improving the company’s sales. Failed Video Content Marketing Strategies Here are some of the companies thatimplemented video marketing companies that did not make any noticeableadditions to their sales or subscriptions. Mellow Mushroom’s Pizza The company implemented a poorly themedadvertisement that did not create the intended effect in their marketingcampaigns. This was seen in their advertisement where they relate their Pizzato a medical solution. The main reason for the poor reception was the companiesmove to relate their pizza as a cure for indigestion. The video content waspoorly crafted and as a result, the intended viewers were not moved by thevideo. Dove Beauty Campaigns When the company released a new design ofthe product’spackaging, they received a negative response from the clients. Thetargeted viewers who were mostly women felt offended by the move to advertisingthe packaging using body figures.
The main issue was the large showcasing ofhow women bodies are shapeless. This is a good example of how a video can turnout to be offensive to the clients leading to a low effect on sales andsometimes unexpected negative perception. Companies should instead mind howclients will feel after viewing their commercials. Pepsi Failed Video Content MarketingStrategy Despite being a big corporation, Pepsifailed in their video content that was featuring Kendall Jenner after theviewers publicly criticized the video. This was because of poorly borrowingfrom a previous scene in which a black woman who was involved in a mass protestin 2016. The company was later forced topull down the video.
Later the company had to apologizein a statement issued to the members of the public. McDonald`s Video Content Accused of ChildBereavement Exploitation Another Video that totally failed andlisted as a video content gone bad was the McDonald`s advert that showed achild emotionally grieve a dad and this led to the video being pulled down.Through the Guardian,the company’s spokesperson apologized and said it wasn’t the company’sintention to cause the upset. This wasanother example of a video that was produced without considering the effect ofthe scenes to the potential clients and the existing customers. Sony White PSP and Black PSP SupremacyFights Faulted The viewers of the Content criticized thecompany for promoting interracial fighting through their content marketing thatshows a white model grabbing a black model stubbornly. The black model is seento be submissive and this was intended to show how the new ceramic white PSPwas better than the previous versions.
This was received with widespread negativity. The above examples show some of the thingsthat companies should consider when producing their video content. In anutshell, they should focus on educating the client and ensure the videodoesn’t offend the viewers.
A good approach would be talking to an expert whocan advise on the best approach to take in matters of Video content marketing.