By Chris Lee
Video marketing is a core focus for marketers going into 2013. More than half (52%) of business-to-business brands use video as part of their social media and content marketing strategies, while online video advertising is yet to be embraced by 77% of brands. How can brands maximise the use of social video content so that they can achieve business objectives, such as increased brand advocacy, brand awareness and sales?
To learn more, NMK caught up with Pete McGarr, managing director at London-based agency Tempero.
Making video work in social media
Video is a powerful form of communication but in terms of asking the question “what works in social?” pinpointing just one tactic is ambiguous, according to McGarr.
“Social media is at its most powerful when people are connected by shared intentions or passions and are able to co-ordinate themselves to change something,” he told NMK. “Understanding the interests that you can share with relevant communities is the most important thing in ensuring that your content efforts are maximised.”
In social media, McGarr argues, a brand is best served by serving the group.
One hour of footage is uploaded to the YouTube platform every second, which makes for a lot of noise, so McGarr argues that brands looking to create buzz, conversations or content spread must first ask themselves, why?
“If the reason is motivated by self-promotion alone then it won’t harness the power of the medium,” he said. “Content, video or otherwise, that works well is developed in the sweet-spot of both brand and community shared interest.”
Video content marketing best practice in retail sector
Understanding what the shared interests are and what the role of your brand is in contributing to them is the key to unlocking a great content strategy, McGarr advised, citing sportswear manufacturer Nike and outdoor clothes brand Patagonia as examples of excellent video content marketing in practice.
“Nike makes great running shoes but it uses social technology to make great runners. And great runners need great running shoes. That is the sweet-spot,” he said.
Patagonia takes this a step further, according to McGarr.
“Its passion is the great outdoors and it has created a business to explore and protect it. This is a passion that the organisation and the people who work there share and they seek to connect with their customers daily on that level,” he said. “Brands that position a higher cause between themselves and their customers will find creating social content a more rewarding experience and have a genuine chance of developing communities around the brand itself.”
The key to video content marketing success
According to McGarr, marketers need to think about the community they are targeting rather than the video.
“Consider what objectives you share with the communities you identify and if video is a good way to execute a content strategy based on a shared interest, then it will work,” he concluded. “If it’s just a piece of nice video, some people will consume it, some people may share it but it is unlikely to have any long lasting impact on the communities that sustain your brand and you will be back to square one pretty quickly.”