We’ve all spent hours watching YouTube, tagged friends in Facebook videos, shared Vines and re-grammed Instagram videos – online video is becoming the means to entertain and inform audiences. By 2017, video will account for 69 per cent of all consumer internet traffic, according to Cisco. With video now part of many brands’ content strategy, some are spending big while others are doing it on the cheap with impressive results.
Ask a group of people if they’ve seen the Tic Tac advertisement by that YouTube Vine guy, and most will answer ‘yes’. Zach ‘Final Cut’ King hit viral status after creating a six-second ‘Jedi Kitty’ video. Filmed in his garage using either a mobile phone, Canon 5D or DSLR, a Rode VideoMic and a Mac with Final Cut Pro his videos are skilfully edited, creating mind-boggling illusions. King now rakes in nearly 20 million followers across social media and YouTube, and brands such as Tic Tac, LG, and Kellog’s have enlisted his talents to turn their videos viral. With an editing whiz, any brand can transform their videos like Zach King.
Shaving is no laughing matter, but the team of jokesters at Dollar Shave Club turned $4,500 into a viral hit with their video advertisement. It garnered 4.75 million views and 12,000 subscriptions to their monthly shaver club in the first 48 hours after debuting on YouTube. The secret to all those clicks? From a toddler using the shaver to a CEO wielding a machete and a choreographed dance number, the ad had a joke for everyone. Director of the Dollar Shave Club Lucia Aniello said, “people understand the brand messaging and when you subvert that they recognise the risk you took… learn to trust the funny, you may get a reward”. Creativity is the key in making a successful video; a big budget won’t count if your ideas aren’t engaging.
Lowe’s is the second largest home-improvement retailer in the world, selling tools to help people improve their homes. With Vine, Lowe’s saw an opportunity to make a series of DIY tips called “Lowes Fix in Six”. Lowe’s created some 50 six-second clips using stop-motion animation, which won the retailer a Cannes Lion (a bronze in Cyber) and other recognitions from press and users alike. Not only did Lowe’s create compelling content, they utilised social to communicate their brand message. They now have more than 36,000 followers and 57 million loops.