An article by FastCompany, already a year old, claims that short-form video is the future of marketing. Well, the future is now and it’s plain to see that FC was dead on.
YouTube is the internet’s second most popular search engine (behind Google), Vine is this year’s fastest growing app, and Instagram followed suit with the addition of video mere weeks after Vine’s explosion.
The Fast Company article cites 5 main reasons for video becoming the dominant medium:
1. More and more users are consuming video entertainment online.
2. Marketers are using video to engage social media audiences.
3. Barriers to entry are low.
4. Quality is rapidly improving.
5. There are plenty of avenues for videos to spread.
Wondering what this means for you and how you should go about doing video? Start off by seeing how effective a simple and bare bones video can be by checking out Gary Vaynerchuk’s YouTube Channel.
Then, take a look at some local talent who have been absolutely crushing it with dynamic video content:
1. Chris Dimas – Drummer – 16 Years Old
2. Alex McIntosh and Matt Stefan – Students – 20 Years Old
What makes these videos so successful? Here’s what I think:
Both of the above videos reside at the intersection of the creators’ strengths and what is relevant. In Chris’s case, his strength is his high energy and skillful drumming and the relevance is that he uses popular music in his videos. For Matt and Alex, their strengths are sense of humour and comedic timing and the relevance of their video lies in the fact that levelling was partially a spoof on the planking craze and exemplified what most people are looking for on YouTube: a good laugh. This concept is illustrated below:
For your business, this “sweet spot” framework should really simplify things, as it did for Stella and Sway in this video we filmed for them:
Stella And Sway – Summer Weddings from Strategy Lab on Vimeo.
If you have any video questions please comment below! And if you’re looking for some help with your first/next video, email us at email@example.com