One restaurant, one video review, two million views. Measuring the success of a campaign and seeing your money well spent is a lot easier with numbers like that. You can’t guarantee that two million people are going to see your ad in the paper.
Your product doesn’t need to be the most innovative on the market. What creates value behind that product is the process. Highlight the materials, the people, the conditions, the craftsmanship. Showcase the overall quality of that combined effort.
Luxury brands are a good example of a market segment that is only just now turning to video. Understandably, they’ve shied away from the a format in the past due to the quality of the image. Now with the emergence of high-def across all platforms, they’re presented with the opportunity of talking to a much wider audience and expanding their customer base.
Websites should be taking advantage of video’s ability to convey their message in a quick, succinct manner. No one wants to click through a dozen pages looking for information. Instead give them a two minute video that instills everything they need to know.
Social media wasn’t always as sure of an investment as it is today. The conversation was once explaining why Twitter is important. Now it’s how many people do we need just to manage our Twitter profile. Video is in a similar position. Brands know it’s important and the decision need to be made to invest.