It’s that time of year…
No, not the holidays—We’re talking about the close of Q4 for your business! Also known as the ‘reflections on 2019 and planning for 2020’ time of year.
But it’s not just your P&L that you need to examine. It’s also a great time to take a hard look at your video marketing strategy. What went well? Where could you improve? Are there any gaps in your brand awareness or conversion marketing funnels that you could fill with more videos in 2020?
At the risk of sounding redundant – online videos are an essential component of every marketing initiative and we have the data to back it up.
But while we are big believers in backing up our video marketing with data and metrics, sometimes what makes a marketing video great can’t be found in a spreadsheet. So while we watched a lot of videos and collected a lot of data, we decided to ask the experts what they think makes an effective video.
Without further ado, let’s take a look at some expert picks for the best marketing videos of 2019.
Nick Galov, Co-Founder of Review 42
“The most breath-taking video commercial I’ve seen this year. Titled Ciao, Kendal, takes us through the timeless and classic beauty of Roman art, with Audrey Hepburn kind of beauty. Fast forward, we’re in the modern age, looking at equally stunning street style displayed with dynamic music in the background, with Kendal Jenner running in the gorgeous scenery.
The idea is that a low-priced, street fashion brand can make you feel classic and chic – the feeling of magic lingers for a long time. I think the main idea was to make you feel really good and to associate the brand with a timeless beauty: to believe that even with a low-cost fashion brand, you can be the magic. This commercial is like a work of art. It leaves you with tears in your eyes because you’ve witnessed such beauty. In under 2 minutes, you’ve experienced the magic.”
“I’ve heard of Reserved before; it’s a well-known street fashion brand.”
“After watching the video, I was interested in seeing the collection advertised, so I checked it out at a store very soon after.”
Bethany Spence, Content Marketing Specialist at Exposure Ninja
“I really like how IKEA has tapped into this ‘relatable’ culture we see so much of in social media with the tagline “silence the critics.” The couple is having people over and make a dash to temporarily improve their home with IKEA products. The critics, in this case, are anthropomorphic pieces of furniture that are listing household faults via grime music. I think using grime music in the UK ad is also bold and incredibly relevant to a younger generation that will shop at IKEA for its affordability.
“Yes, IKEA is a well-known company and this advertisement is a brave extension of their brand. IKEA’s famous strapline is “The Wonderful Everyday.””
“Yes. I’m currently sourcing guests for Exposure Ninja’s digital marketing podcast. I loved their ad so much—especially as they had taken a completely different stance than most emotively led Christmas adverts this year—that I got in touch with them about appearing on the show to chat about the campaign. This felt like the only mainstream advertisement that was doing something other than copying John Lewis’ success in previous years with obviously heart-warming Christmas campaigns.”
*Note—this video also ran as a television commercial during the 2019 Super Bowl
Olga Mykhoparkina, Chief Marketing Officer at Chanty
“It’s inspiring and just touching. Microsoft put the focus on the people instead of the product. They’re telling us that they care about their target market, no matter how different or disadvantaged they are.”
“Right after watching this video, I went to find out how many other video game manufacturers adapt their consoles to children with special needs. There aren’t any besides Microsoft.”
Justin Farrell, Entrepreneur at COWTS
“It’s got a catchy and conflicting line. More importantly, it’s caused more PR than what it took to make it.”
“I have heard of South Dakota before, yes.”
“I did, I told several friends about it.”
Ryan Jones, Digital Marketing Executive at Imaginaire
“Whilst most adverts start with some light and upbeat music to grab your attention, this simply starts with a very slow music and Serena William’s narration building up. This actually grabs more attention due to the slow build-up—you’re almost forced to look at it. Another reason is that it features so many well-known athletes who you can relate to, rather than some actors you have no idea who they are.”
“Yes, Nike is one of the biggest sportswear manufacturers on the planet.”
“Whilst we as a company we did not take any action, I did take action personally. I actually did go out and buy some Nike sportswear. I am a regular gym-goer but had never really purchased Nike products before.”
What do you think—are you feeling inspired? Take that energy and head over to our video ad maker and get to work!
With Promo.com, creating videos is easy, affordable and simple. We provide everything from the footage (over 15 million video clips) to messaging to pre-edited music and a simple-to-use editor. An investment in your marketing now can bring loyal customers for all of 2020!