The use of video in marketing is growing more popular by the day. It’s estimated that in the next 3 years 75% of mobile traffic will consist of video content. Because most people view content on the go — on mobile — it only makes sense that social media networks are the go-to’s for video marketing campaigns.
Many brands and innovative individuals have had great success with such campaigns in 2016. Yet, some have stood out head and shoulders above the rest. So, without further ado, let’s recount seven of the best campaigns and campaign videos we’ve seen this year. We’ll also consider some key takeaways from each one that you could use in your next campaign.
Google - Pixel, Phone By Google
With such a vast audience, it’s not surprising that Google’s introductory video for it’s new Pixel phone has so many views. To date, it has over 13 million Youtube views, along with hundreds of thousands of likes and shares across other platforms.
Though less than two minutes long, the video covered the phone’s features very thoroughly, making sure to first highlight the most exciting ones. Overall, the video screamed, “New and improved!” Who doesn’t want the latest and greatest these days, right?
Secret to Success: The video mentioned several impressive and highly desirable qualities of the phone including fast charging, an outstanding camera and VR capabilities. Doing this is a great way to generate excitement for a new product.
Also, because all of the information was written on-screen, the lyrics to the background music did not play until the end of the video. Playing music with lyrics may have distracted from the actual information, which is really what will sell this new device. Google made the info and the phone the focal points.
Dior J'adore - The Absolute Femininity
In October, Dior released another of its short films — this one being just 46 seconds in length. The video has amassed more than 12.5 million Youtube views, 8.8 million Facebook views and countless likes and shares across several platforms.
The Dior brand is luxurious. Its short films are in keeping with that image. This consistency is a major factor in the success of “The Absolute Femininity” video.
Secrets to Success: The choice of theme and the choice of talent went hand in hand. The earth and the sun played key roles and many consider Charlize Theron, the star of the video, to be a modern day “goddess.”
The choice of music was also carefully calculated. The selected song is popular, but not so much so that it detracts from the narration and images. Not to mention that the film made good use of slow motion and closeup shots for varied effect. The above are techniques that can make almost any video or film a success.
Surface - Introducing Microsoft Surface Studio
A short two-minute video introduced the new Surface Studio and the Surface Dial. The Studio acts as a kind of canvas and can be used upright or flat like a drafting table. The Dial displays tools, rulers and color pickers. The video did an excellent job of portraying the creative process using these tools.
Secrets to Success: The Surface Studio is a carefully crafted device. So, the visualization of the device being constructed lent to its quality and complexity. Also, the simplicity of the surrounding areas matched the minimal and modern design of the device.
The song choice, Pure Imagination, also reinforced that this high-end device was made to enhance the creative process.
Shell - Best Day of My Life
Released in September of 2016, this video has 16 million views and more than 1 million shares. It celebrates the power of collaboration, showcasing the energy ideas that emerged from Shell’s own collaboration with six international energy entrepreneurs. Using the hashtag #makethefuture, Shell has started a movement, encouraging people to support the development of cleaner and more sustainable energy.
Secrets to Success: This video features six international stars — Jennifer Hudson, Steve Aoki, Pixie Lott, Yemi Alade, Tan WeiWei and Luan Santana. Of course, those names alone attract attention. So, by all means, use star power in your videos if you have access to it.
Diversity also played into Shell’s hand in this instance. The varied backgrounds of the six stars increased the reach of the video greatly. It appealed to far more people than it would have if there was only one star representing one country, demographic or culture.
It was also wise to create a hashtag and include a CTA encouraging viewers to pledge their support. What a way to generate excitement and promote sharing?!
Nintendo - First Look at Nintendo Switch
In October, Nintendo released “First Look at Nintendo Switch.” This new gaming console has many uses. Of course, the video has been very popular in the gaming community. To date, it has more than 20 million Youtube views, 7.1 million Facebook views and more than 179k shares. What has made it so popular?
Secrets to Success: Even though the video gave no verbal explanation, it did show exactly what the new Nintendo Switch does. The single and multiplayer capabilities were shown, along with the handheld option for more social situations.
Additionally, since this is a new product, it was wise on Nintendo’s part to repeatedly show the name of this new gaming system. That way it’s more likely that those who watch the video will remember it.
Samsung - Smart Class Film
In October of 2016, Samsung India released a four-minute film in support of its efforts to leverage innovation to better communities and the lives of their members. The film tells the real-life story of Sadanand Ugale, one of 200,000 school students who has benefitted from Samsung Smart Class.
The class has increased student attention spans, improve attendance and improved technology skills. It also helps students to learn complex concepts more easily. Through Sadanand’s story, it’s evident that ‘dreams become bigger when people and technology come together.’ This short film, which is a part of Samsung’s Citizenship Campaign, has accumulated more than 29 million views in just over one month.
Secrets to Success: Storytelling is always a winning technique, especially when it drives home a point. In this case, Sadanand’s story provided a mental and emotional picture of just what Samsung India stands for — using technology to improve lives and create opportunities.
Buzzfeed - Tasty
Video from this popular campaign is on Facebook, Instagram, Pinterest and Youtube — just to name a few. On Youtube alone, there are more than 1.5 million subscribers and countless millions of views to match. Tasty provides 30 to 90-second video cooking tutorials from appetizers to main dishes to dessert and drinks.
In 2016 alone, there have been hundreds of new videos released. One of the most popular by far is for Cookies & Cream Puffs. This short clip alone has racked up more than 2 million Youtube views, 63 million Facebook views and hundreds of thousands of likes, shares and comments.
Secrets to Success: Why are Tasty videos such a big hit? There’s more than one answer to that question. For one, the videos are short. For two, they simplify something that seems complicated to many people. Third, they are tailored to appeal to a specific and vast audience.
As mentioned before, a good percentage of content is viewed on-the-go. So, the shorter the video, the better. Simplicity is also a major element that, in Tasty’s case, encourages viewers to jump on the DIY bandwagon and get in the kitchen themselves.
And, of course, tailoring videos to a specific target audience only increases the popularity of the content.
Will Your Video Be Featured Next?
That’s a wrap on our list of seven of the best video marketing campaigns we’ve seen in 2016. Some of the videos were wildly popular and others were bold and innovative. Some were longer and others short. However, there are important things to be learned from each of them; things that could be used to create the best video marketing campaigns of 2017. Will one of your videos be on our 2017 list?
Which video marketing campaigns stood out to YOU this year? Let us know in the comments below!