The March 2015 Think With Google article Measuring the Impact of Online Video on Brand Metrics explains why video is a must. Research shows good video can move the needle on brand awareness, perception and interest. Essentially an advertorial for Google’s Brand Lift solution, the article contains some newsworthy facts. For example: Of 50 campaigns from Fortune 100 brands and category leaders running on preferred YouTube channels, 94% of the campaigns drove a significant lift -- an average of 80% -- in ad recall.
My experience over the past several years in both journalism and marketing have allowed me to see what "sticks" with an audience, and during my time in Northwestern Medill's IMC program I have learned that there's research and psychology to back up what I've observed. With these articles in mind, here are three takeaways to start creating campaigns that make a lasting impact.
- Make me care - In three sentences, tell me why people need to know and care about your brand.
- Choose your main character - If you had to pick only one person, who illustrates the power of your brand?
- Tell their story - Through pictures or video, let that person speak to me. What would they say? How would they look and sound when they say it?
Google and others anticipate spending on desktop online video alone is projected to grow 21% every year until 2019. As competitors spend more, you want to make sure you not only justify your own ad spending but make sure you break out of the clutter and captivate your audience. To engage, connect and be remembered you must tell a story with a strong character your audience will care about.