Content Case Study: The Importance of Video

March 28, 2011 11:59 am

The ‘Jennifer Anniston Sex Tape’ has gone viral – but is it fulfilling the primary purpose of quality content?

Content isn’t just about words when it comes to social media marketing. Music, podcasts and images can all be used to promote engagement and keep the reader-customer coming back for more.

Many – if not most – companies already know how videos can be an important part of a content strategy, whether it’s on the company website or a dedicated YouTube channel. Videos draw the eye and provide movement to an otherwise static Web page. Most importantly, they are a quick and easy way of introducing the company’s voice, which can then be maintained and enhanced through the written word.

Videos also have the ability to take on a life of their own. In fact, some marketers become obsessed with trying to make videos go viral, reaching a certain amount of ‘likes’ on Facebook and attaining that glorious Twitter goal of 10,000 followers.

Smart Water has a new marketing campaign that has turned the lens on itself – kind of – and made a YouTube video about YouTube videos. It’s clever in a very self-referential way, because it exposes and pokes fun at the tools that have been successfully (and sometimes inadvertently) used to get content videos to go viral, while unabashedly utilising those very tricks.

So there’s the title itself, puppies, skateboarding dogs, dancing babies and the lip-syncing little person – all of which are YouTube gold. Then there’s the ‘double rainbow’ spoof (which becomes even funnier once you’ve seen the 26-million-hits-attracting real thing) and a memorable moment in which the much-searched-for-star delivers a crushing kick to the crotch of an unsuspecting fan before blithely apologising with: ‘Sorry, but that should get us about 100,000 hits.’

Even Ms Aniston herself adds to the sense of watching an advertising pastiche that is itself an advert by appearing somewhat overwhelmed by the whole operation, even though you know she was paid a lot of money to do so.

The video provides an insight into the mechanics of marketing a brand through social media content – and specifically through YouTube. It is funny and relevant, but also shows how social media has changed the scene.

Amusing as the ad is, however, it’s impossible to lose sight of the fact that it is a gimmick in and of itself. It will no doubt garner a lot of views as intended (over eight million at time of writing), but it seems a little too much like marketers marketing to marketers. People in the industry will like it – we do – for its humour and tongue-in-cheek observations about the way social media marketing has changed the landscape, but will it sell water?

Quality content engages people and the ‘Jennifer Aniston Sex Tape’ certainly does that. But in a social marketing context it also has to sell a product. The jury is still out on whether this video meets that primary objective.

 

 

The Message is brought to you by Tick Yes – providing solutions for all your digital and content marketing needs.

 

Read more...

  • News & Views Don’t Forget to Pat the Dog

    Don’t Forget to Pat the Dog

    A few days ago I posted an article called The Stupidity of Silence where I suggested that ceasing all contact when someone doesn’t give you what you want is a really dumb strategy. Here’s another one. We’re looking to sell our house at the moment. Part of the process is interviewing real estate agents. Theirs is an incredibly competitive business where all they’re offering is reputation and the perceived ability to persuade people to buy. The first agent who came […]

    Read more →
  • Content Marketing How to Make Your Content Actionable

    How to Make Your Content Actionable

    Content is not a magical formula that will make your target audience find your product and then breathlessly buy from you. The power of actionable content comes from your ability to attract the right audience, enabling them to interact with you and then to elevate that relationship to the next level i.e. for them to become a customer. So, how do you make your content actionable? Most importantly, you must give the reader, viewer or listener a sense of how they […]

    Read more →
  • News & Views The Stupidity of Silence

    The Stupidity of Silence

    It always astounds me when people in business don’t follow-up with a simple thank you email or even a note – when was the last time you received a handwritten thank you note? – after we’ve had some type of interaction.

    Read more →
  • Email Marketing Features What you Need to Know About Email Marketing for Mobile

    What you Need to Know About Email Marketing for Mobile

    It’s no secret that smartphones and tablets can no longer be ignored by email marketers—and there aren’t many more marketers out there doing so. It is a massive part of customer communication and revenue, but do you know just how massive? The following statistics come from all corners of the globe, and from many different industries. While they keep changing everyday, some are quite shocking. Here’s a brief description of everything you need to know about the power of email […]

    Read more →
  • Digital Marketing Features How to Reduce Your Media Spend & Achieve Better Results

    How to Reduce Your Media Spend & Achieve Better Results

    Digital marketing has changed the media landscape forever and marketing budgets are being spread across channels – mainly digital – that previously didn’t exist. The problem is that optimisation is not as simple as it was before; if you’re not careful, your spend can get out of hand. By optimising each of your channels, you can reduce your media spend and achieve better results – all the while proving a positive return on investment (ROI) for every dollar you spend. […]

    Read more →
  • Features News & Views Digital Marketing Lessons To Be Learnt From Donald Trump

    Digital Marketing Lessons To Be Learnt From Donald Trump

    Donald Trump teaching you marketing lessons? Seriously? Yes, seriously. Love him or hate him, Donald Trump has made the race for the White House fascinating. And fascinating doesn’t happen by chance. Exceptional marketing combined with good old fashioned, in-your-face salesmanship are central to the success of his campaign – so far. So putting aside your opinion on his politics, let’s look at what can be learned from Trump’s ‘Making America Great Again’ campaign. Know Your Audience Contrary to the opinion […]

    Read more →
  • Digital Marketing Features How to avoid digital dead ends

    How to avoid digital dead ends

    Have you ever noticed that so-called ‘express lanes’ on the road or in stores are often slower than the normal lanes? While I know it’s easy to go on auto-pilot when performing mundane chores like driving or shopping, it amazes me that people so often follow the actual signs instead of reading the signs around them. Because we humans are inherently disengaged, conflicted or uncertain as to what we should do in many situations, we’re attracted to people and things […]

    Read more →
  • Social Media When the Social Media Circus Leaves Town

    When the Social Media Circus Leaves Town

    David Bowie died almost two months ago. Soon after, we posted about the tawdry British reality TV show making money from his ex-wife’s reactions. Inevitably, her presence on the show at the time and her response to the news created a social media firestorm. Focus, of course has moved on to the latest deaths, tragedies, political intrigues and sporting victories / defeats. But it’s worth pondering the enduring impact that not being news has on the people who were previously at the centre of […]

    Read more →
  • Entertainment News & Views Chris Rock’s Oscars Lessons for Marketers

    Chris Rock’s Oscars Lessons for Marketers

    Did you see Chris Rock at last night’s Oscars? Man, he nailed it: loose, funny, topical, irreverent, black. Hang on, what was that? Black? You can’t say that! That’s, that’s, well that’s racist! In isolation it’s jarring to refer to someone’s skin colour or any other personal feature when judging work they’ve just completed. Of course, it’s also completely irrelevant. But let’s back up a bit. This year’s Oscars were all about race. After the nominations were announced in January there […]

    Read more →
  • Entertainment News & Views Surreal Reality TV

    Surreal Reality TV

    Few of us over the age of 40 have not been saddened by the death of David Bowie this week. Whether you liked his music or not, he was undoubtedly an original talent who had a profound impact on much of the culture of the 70’s and 80’s. Contrast the outpouring of love and nostalgia we’re now seeing due to Bowie’s passing with what’s happening on UK’s Celebrity Big Brother. By sheer coincidence, Bowie’s ex-wife Angie is currently a ‘resident’ […]

    Read more →