Why CMOs can’t afford to avoid video

Kevin Lim

Tropfest finalist and advertising creative, Kevin Lim, heads up Edge’s film division, The Department of Moving Image. Kevin has extensive experience in film development and production, and his short films have played in numerous international film festivals and advertising. He has also directed and produced TVCs and branded content for brands such as Coca-Cola, Nestle, Sony and Unilever on projects with a total of more than 5 million views.

Wouldn’t it be great if you could have your video content viewed more than 13.6 million times on YouTube, shared in 12,000 Facebook posts, and published in more than 31,000 tweets from over 26,000 unique users? Think of the traction you’d have with customers and the flow through effect it would have on sales...

Yeah, it would be cool as a cucumber. This is exactly what happened to Mexican restaurant chain, Chipotle, with its ‘The Scarecrow’ branded content video last year. Despite never paying for advertorial and never converting the video into a television commercial or banner, the social media video campaign went viral.

This emotionally driven video was released to launch Chipotle’s new app-based game, disassociate the company with former major shareholder, McDonalds, and improve awareness of the company’s commitment to ethically raised livestock and family farms.

The impact of this branded video demonstrates that consumers have grown tired of brands just repurposing TVCs for online. Marketers need to build stories of personal triumph and emotional engagement into branded content in order to resonate with consumers. The Scarecrow also demonstrates the power of online video and the importance of being subversive with your messages.

The power of online video

I first came into contact with the Chipotle brand at a film festival in Colorado in 2013 and the company’s previous video, ‘Back to the Start’, which ran before film screenings and was met with standing ovations. At a film festival. Such is the power of an emotionally driven content piece.

If a picture is worth a 1000 words then, according to Dr James McQuivey of Forrester Research, one minute of video is worth 1.8 million words. As society becomes increasingly time poor, we need to look for ways to convey messages more efficiently and effectively.

Video is the most effective form of marketing for engaging with consumers. Not only does it present marketers with a unique opportunity to step into the lives of consumers through branded storytelling, it also stimulates areas of the brain that assist with long term-brand recognition. With the potential to be more powerful than commercials, branded content is a medium which deserves more attention from businesses and brands who want to reach out to consumers.

There is a catch though. You can’t use video as a dumping ground for all your key messages and then upload it to YouTube. The most effective videos are those which are fundamentally out to tell an entertaining story with a sharp script to tell an entertaining, more emotional story to consumers and leave a lasting impression. It's an intrinsic desire in us that goes as far back to the Palaeolithic era of humans to be seeking entertainment around a campfire.

Why video works

First and foremost, video isn’t a trend – it is essential for competing in today’s content-rich market. Many Australian brands are still opting for the traditional styles of branded content such as TVCs, direct mail and advertising, because they are unwilling to step beyond their comfort zone and take the risks.

This is surprising as the research and evidence shows branded video content boosts sales and increases brand name recognition. In fact, as marketers we are continually being bombarded with new statistics proving its effectiveness:

  • 75 per cent of executives watch work-related videos on business websites at least once a week (Forbes)
  • 59 per cent of executives would rather watch a video than read text (Forbes)
  • Video has a 41 per cent better click through rate than text (Econsultancy)
  • 64 per cent of consumers are more likely to make an online purchase after watching a video (Comscore)
  • Video content can increase the chances of front page Google ranking by 53 times (Cisco)
  • Video that instil emotions in their audience equals more shares (Contently)

    Video works because people want to be entertained. Those videos which have positive feelings, a human element and show sentimentality will also have the greatest impact on consumers and are more likely to be shared.

    The Internet and media have become so saturated with content that brands need material which cuts through the noise. As marketers we must deliver content consumers want, by the means they prefer and via the media channels they visit or watch.

Tags: content marketing, video marketing

Show Comments

Featured Whitepapers

State of the CMO 2021

CMO’s State of the CMO is an annual industry research initiative aimed at gauging how ...

More whitepapers

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in