The famous quote “Everything that can be invented has been invented” has been wrongly attributed to US Patent Office commissioner, Charles H. Duell, in 1889. Despite the many alterations the quote has gone through, the belief that a brand new idea is impossible is something recurrent among creatives.
Video as a tool of marketing has existed since the invention of film. In 1927 the first Best Picture Oscar winner, Wings, featured the product placement of a Hershey’s chocolate bar. Nowadays, TikTok and Instagram Reels are the new space for marketing. Whether it is through influencers talking about a product or service or paying for ads, marketing is present in the audiovisual world more than ever.
Video is the Marketing Star
One thing that video and marketing have in common is the way to break down the story/message to be told. Unfolding what is desired, the reason behind it, and the obstacles in the way, engage any possible audience if it sparks their emotions.
The Association for Psychological Science published a study by Jonah Berger in 2011 that shows that evoking physiological arousal increases the sharing of information or stories between groups. When a topic causes anger, fear, or amusement people are driven to share the message more than when the topic causes sadness or contentment.
How to get away with video marketing?
The falling cost of technology, computer speed, the rise of social networking sites, and the increase in bandwidth and customer access are some of the conditions that have made the market conducive to the popularity of video marketing.
Although social media is the more prominent way of video marketing, owned marketing channels have the same benefits to promote your brand or service. It even works for corporate settings. Make marketing more organic by using owned channels like websites, blogs, and email listings, before investing in the usually paid channels like Youtube Ads.
The start of something “new”
In his book Steal Like an Artist, Austin Kleon says “All creative work builds on what came before. Nothing is completely original”. When facing a project that requires a brand new concept, a creator usually takes inspiration from an established concept and tries to portray it in a new way, thinking of the necessities and goals of the project.
Video is an incredibly versatile way of conveying a message. With good editing, the aid of great graphics, and engaging keywords in the script, the most simple of videos could become the tools that increase engagement, optimize market leads, and assure sales.