Who’s Doing Video Marketing Right
Written by: Advantage IM
August 16, 2016
Since Facebook launched its Live Video Feature we are seeing more and more companies jump on the bandwagon. Facebook announced that people are commenting 10 times more on Facebook Live Videos than on regular videos, and why wouldn’t you when you can get a sweet live shoutout, the engagement is very exciting! While this form of video is still in infancy there are many other channels that companies use video within and there are some major front runners that are doing all the right things when it comes to Video Marketing.
1. Harper Collins Publishing.
Harper Collins Publishing was quick to harness the power of video the minute Facebook Live launched, with their immediate offering of a daily Facebook Live program giving their readers direct access to their authors.
Through real-time video and written questions throughout, authors are able to expand their reach beyond the traditional bookshop signing events. It is such a simple but magical platform that enables authors to film themselves using the Facebook app on their smartphones and receive instant real-time feedback and questions from their readers without simply signing reader’s copies from long book shop queues.
2. Walt Disney World.
Walt Disney World has completely embraced Facebook Live. Just recently Steven Spielberg streamed a little synopsis of the upcoming Disney movie “The BFG” from the spinning chair in his office.
Even more recently the touring cast of “Newsies” performed the song “Santa Fe” live from Santa Fe and this was all streamed on Facebook Live. In fact, Disney Interactive Media have established a production team exclusively dedicated to producing broadcast-quality live video and this recent streaming of a musical production on social media has never been done before.
Disney realized that video marketing is hot and are even paying select partners and celebrities to produce content around Disney, for Facebook Live. They appreciate the power and capability of the platform for the future.
Airbnb’s campaign “Live There,” partnered with Disney on “The Jungle Book” and used Facebook Live very well. Airbnb built a tree house on the red carpet for the premier and they used Facebook Live to live stream the tree house interviews from the event.
Digital has always been an integral part of the Burberry strategy. They were early adopters of digital back in 2009 with their “The Art of the Trench” campaign (a microsite that ran user-generated content of people wearing Burberry’s signature trench coat) and since then have been among the first luxury brands to dive into social media platforms and developments eagerly jumping on Snapchat, Periscope, Instagram video ads and Twitter buy buttons. For Burberry it means treating customers the same way whether they are online, in-store or on mobile. For customers, it means giving them access to the brand in a completely new and transparent way, unlike ever before in the luxury brand market.
Even back in 2010, Burberry was live streaming, being the first fashion brand to live stream the Spring/Summer 2010 fashion shows, for the first time giving anyone access to the exclusive front row.
Is your company ready to step up their marketing game with a video marketing campaign? If you need video content for your website or social media let us work with you on your strategy, planning, topics, script, talent, voiceovers, and even sharing! Contact us today to learn more!