Creative Lewisham blog

Brand Strategy, Creative Thinking, Digital Evolution and more...

The Good and the Bad of Video Marketing

September 27 2013 5:24 PM

I've seen two marketing videos in the last week or two and, to me, they represent the two extremes of the effectiveness of the art.

Let me make it clear that I don't wish to unduly condemn or praise the brand behind them, but simply comment on the use of video and how I see one as superb, the other as disappointing. And I hope it is a useful illustration to anyone considering video as a marketing tool.

Anyway, here they are:

BAD: Talking headlines

The first example aims to explain recent developments in B2B marketing. It's called "How Modern Marketing Works". It goes onto explain how marketing automation works, how collaboration works, how social marketing works. You get the drift. So it's interesting stuff, but the content is simply a few (albeit interesting) statements and statistics animated to a muzak soundtrack. IT DOESN'T NEED TO BE A VIDEO. Is this was text, I'd have got my value out of it in about 20 seconds. These guys made me spend 2 minutes on it. Irritating and unnecessary. Sorry.   

See what you think.

 

GOOD: Talking people

I loved this. It is for LinkedIn and it is aiming to promote the importance of LinkedIn profiles by getting well-known people to talk about theirs. Or rather, they found an interesting twist: what's NOT on their LinkedIn profile. That small creative effort made the difference – that and the appreciation that an interesting video is an effective one. They used video to do something that other formats could not. Hats off to you LinkedIn – and to the guys who took part in it who I now see as more interesting, rounded and engaging individuals than I did before. It succeeded in making me think about what was on my own LinkedIn profile. It worked. I enjoyed it.

And you've got some great animal impressions going there, Michael Stelzner...

When do you use video?

It's not hard. You use video when video adds something. Not when it just slows up your reading speed.

I think it was best put by a fellow commenter on a MarketingProfs blog post this week, Steve Lubetkin.

"Video is about pictures and images, so don't waste money on videos of someone standing in a fake background green-screen reading words from a Powerpoint slide. Don't do motion graphic videos that are forcing your clients to read a bunch of moving words on screen. SHOW them what you and your team look like in your workspace. Let them tour your factory or facilities. Let them meet your clients who love what you do and hear them tell why."

Wise words. LinkedIn were obviously listening when others weren't.

3 Comments

October 03 2013 4:54 PM

Great examples. Well done to LinkedIn for taking an interesting angle coupled with a very entertaining delivery! Makes them come across as helpful rather than directive, something many fail to achieve.
Thank you for sharing John.

's avatar

October 04 2013 10:29 AM

Well said!  It seems that a lot of marketers out there are simply jumping on the video marketing bandwagon without any sort of marketing plan, and could be doing more harm than good to their brand.

YouTube is now the world’s 2nd biggest search engine, receiving somewhere in the region of 3 billion searches a month. Some of the people making these searches could potentially be new customers, and marketers should not be missing out on this market. But it’s also important that the right marketing message is delivered in the best possible way..

Jan van Schuppen

October 04 2013 10:32 AM

Great Examples John! Thanks

April 16 2017 11:49 PM

Reply