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Video Marketing

Maximise your efforts for best effect

Maximise your efforts for best effect

Have you been on a British Airways plane recently? They have managed to transform the humble safety video with a star studded cast and a refreshing approach. The video with a difference was created in conjunction with Comic Relief and launched in September.

I first saw it on a weekend trip and giggled along as they went through the various safety elements with different actors (Rob Brydon demonstrating the jacket was my favourite …) I thought it was a great way to refresh an important series of messages and re-engage jaded frequent flyers. On the return trip 2 days later, they showed the same video which lost some of its impact as I had already seen it.

As it happens I had a work trip the following weekend, and yes, the same video. And again on the return trip. My colleague and I ended up predicting and joining in with the lines.

It strikes me that gathering all those celebrities and actors together must have been an enormous feat – and surely they were hanging around with potential to say more than one or two lines. Why not make the most of it?

Frequent flyers are notoriously the hardest to communicate with when it comes to safety advice, and it’s most likely to be seen week in, week out by them.

If they had mixed it up and swapped people around, they could have created 4 or 5 versions of essentially the same video but with different characters playing different parts each time.

Having said that, it’s had more than 7 million views on YouTube so perhaps it’s doing what it’s supposed to do! You can see it here if you haven’t already.

 

 

 

If your audience is bored they’ll move on!

If your audience is bored they’ll move on!

While videos can be a great tool for communicating a message, they can also be a disaster.

I recently watched one (when I say ‘watched’ I mean ‘skipped through’) that was 4 and a half minutes long, giving safety tips on driving in winter. It was a single camera shot of a gentleman talking very calmly to camera with the following advice:

What can we learn about marketing from the daleks?

January 25, 2017  |   Social media,Video Marketing  

What can we learn about marketing from the daleks?

When I was a child, like many others, I used to watch Dr Who from behind the sofa, terrified … but not wanting to miss out.

The sound of the daleks filled me with dread and I could hardly bear to watch. A couple of years ago, I bought my Dr Who fan husband a box set of old Dr Who shows from the 70s, thinking they would be good fun. Wrong! They were unbearable! Watching one for 5 minutes was quite funny, as we wondered how on earth we could ever have been scared by such primitive props, but the novelty soon wore off and we just couldn’t watch a whole episode. And so it is with todays’ videos and presentations. If you’re going to do it, do it right. What worked even 5 years ago will look dated now.

Do some research, and have a look at what others are doing – look outside of your own industry for inspiration. All of the social media sites are full of great, short and entertaining clips and infographics.

Videos and presentations can be used on your website, your social media channels, within email bulletins etc so you can make good use of them … if they’re good. And by good I mean eye-catching, interesting, relevant to your audience.

And hopefully not so out of date that your audience switches off!

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