Today’s unprecedented access to information, demand for transparency, and empowerment of social recommendation speed the transition from mass marketing and toward more relevant and personalized communications: in short, digital video content.
Advertising improves selling, but video content improves communication. Of all kinds. Which in turn, improves sales. That’s why it’s where marketing is moving.
Make no mistake; I love great advertising. And great advertising still builds brands. But it’s no longer the only way. Because it’s not just brands that need building; businesses and organizations of every kind need to reach audiences with compelling messages.
You see it again and again on corporate YouTube channels: a random smattering of videos, often with different tones and themes, none with any significant number of views. That’s usually because their channels function as a parking lot for whatever video content they have on hand. Hey, it’s free, what’s there to lose?
Opportunity for starters. As the world’s second largest search engine with a reported three billion searches per month, YouTube may be a ridiculously crowded platform, but it’s the premiere destination for anyone looking for video-based communication. And companies should be there because people are looking…
But companies shouldn’t be there simply with recycled broadcast spots. Digital video works 180º differently than broadcast; instead of being intentionally general to reach 500,000 people, digital video narrowcasts to reach the right 5,000 people. The point is to target an ideal audience (or audiences), customize our story messages to engage them, and communicate as specifically and singularly as we can, hoping to earn their attention by speaking directly to their wants, needs, and interests.
Audiences are selfish.
If you grew up in the broadcast era, that’s a hard pill to swallow, but it’s definitely reality. The digital environment empowers everyone to select programming they want to watch and avoid whatever they don’t. As a result, we each create our own networks around our own interests. This doesn’t mean there’s no place for corporate messages, it simply means we must adapt them to fit the environment. The more we find ways to align our corporate wants and needs with the wants and needs of a specific audience, the more our messages resonate. And the more our audience will share that content with like-minded people across their own networks, expanding our ideal audience for us. Simply put, the more we embrace narrowcast, the more success we’ll have with our digital video content.
And the less likely we’ll be to have meager view counts on our YouTube channels.
In marketing, ‘content’ should not be a noun, and certainly never an adjective. Great content is an action verb; it doesn’t just sit there, it drives you to take action: to like, to comment, to share. Great content makes you engage.
This wonderfully imaginative content from Bloomberg does just that incredibly well. To promote a number of articles they published on the serious challenges brick and mortar retail faces today, Bloomberg developed an old school, 8 bit looking web-based video game called American Mall. The challenge? Keep a shopping mall running and profitable in an environment where every challenge seems stacked against you.
It is an absorbing task and only becomes more engrossing the more you play and explore. Most amazingly, it creates a real sense of empathy for the challenges people in this sector face today.
Enjoy your exploration and struggle but know that you will not win. That seems to be Bloomberg’s point, though it’s not one I entirely share. Still, when you do fail, take note of the final nemesis laughing at your demise; it’s just another wonderful detail in this clever and exceptional piece of content.
PS: A special thank you to my relentlessly curious and marvelously informed friend and colleague, Dr. Kate Sieck, for sending this link my way.
I’m an unabashed fan of films that feature people being nice to people. When all of Bedford Falls shows up to support George Bailey, I tear up. When the ground support team works around the clock to create a hack for the overburdened CO2 scrubbers in Apollo 13 because failure is not an option, I tear up. Heck, when H. I. and Ed McDunnough get caught returning Nathan Jr. to the home where they stole him, only to have Nathan Sr. free them both with a wave of his pistol and the admonishment “Before you go off and do another foolish thing like busting up, I suggest you sleep on it…at least one night“–yep, waterworks. I just like seeing people being nice to people. So you can guess how I reacted to this epic, affirming, inspirational ad on the Olympics last night…
The perfect song and amazing true life stories, all told with many of the people directly involved in them, this ad exemplifies genuine emotion powerfully realized. If you want to read more about all the individual stories, you’ll find them here.
At a time when broadcast networks, self-interested lobbies, and foreign operatives actively work to divide us, this spot serves as a wonderful reminder of America at its best and how we can all do and be better. Mass Mutual, their agency collaborators at Johannes Leonardo, and Radical Media should take great pride in this work.
Yep, I teared up a bit. And I don’t care who knows it.
Every year, I look forward to this day and my annual Super Bowl commercial recap with WGN 720’s Bill Leff and Wendy Snyder. Aside from being pants-wettingly funny, Wendy and Bill always bring their own fascinating, non-advertising-centric perspectives and I walk away thinking about things a bit differently. Good conversations have that effect.
On a side note, if your city ever gets an opportunity to host a Super Bowl, do it. It’s a lot of fun and brings a ton of energy to the downtown that more than makes up for all the visitors and their unimaginative “but it’s so cold” whining. Even better, if your city planners can install special lighting around the venue, maybe you too can create something half as amazing as this…or you can do it in post, whatever.
Almost two years gone and Prince still owns this city. Remarkable.
Twenty-two pages of facts, links, and thinking on the many ways video has evolved from a selling platform to the preferred communications platform.
Our world has changed. Smart companies have commissioned research to learn exactly how so I’ve been reading what they shared, sifting through the hyperbole and exaggeration endemic to the blogging world, all to catalogue the best thinking on how to leverage online video.
I want to share this thinking with anyone and everyone who may be interested. Download it, share it, use it however it may help; I simply ask that if you have feedback or input on how to make it better, share your thoughts. Our digital world is iterative which makes constant improvement a real possibility.
As I post this, we stand halfway between the end of Hanukkah and Christmas day; consider this my ecumenical Holiday gift to you. Read it in good health. And all the best for the New Year.
So yesterday, I was lucky enough to present for the West Michigan Content Strategy Meetup’s first-ever lunch and learn webinar.
Of course, being that it was ‘first ever’ and involved warring Apple and Google technology platforms, it was a bit of a car wreck; dropped signals, video blackouts, etc. But happily, like all things digital and video, you can fix it in post. So we did.
My thanks to my old friend Scott Smith and the charming and redoubtable Laura Bergells for making this a terrific experience, technical difficulties and all.
You don’t need to caption everything, but you should always consider it. Because people don’t watch online video the same way they watch television. Or at least, in the same places. And context changes everything…
As Thursday’s feast looms, most of us have one word in our mind: tryptophan. That sleep-friendly amino acid behind so many of us missing the second half of the Lions game…
Peter Diamandis has a different word in his mind: abundance. As one of the founders of Singularity University and Executive Chairman of the XPrize, Peter relentlessly beats the drum for the positive advancements made possible by technology, despite what he considers the epidemic of negative news by the media industry.
Last weekend, he released his annual Evidence of Abundance PDF. This relentlessly positive document is filled with all sorts of data supporting basic premise that we live in times of extraordinary abundance and opportunity. Consider food scarcity and hunger:
Diamandis cites World Bank data showing the percentage of the world’s population with an inadequate caloric intake dropped from 18.6% in 1991 to 10.8% in 2015.
Though we’re clearly not done, that’s progress. And that’s worth giving thanks. Have a wonderful day tomorrow,
PS: Actually, chicken contains more tryptophan, so it’s not the turkey, it’s actually the stuffing. Of our collective faces. Overeating is really what makes us so sleepy.