Leading up to Easter this year we’ve had a real opportunity to practice what we preach! We have been running one of our biggest campaigns to date and we want to share with you how we’ve used the same video in multiple ways to create a cohesive message in keeping with our brand.
Firstly - Facebook
It always starts with Facebook doesn’t it! This is where people are hanging out, watching videos, sharing competitions, and joining in the fun.
We created a very simple and fairly short video for our Easter Egg Hunt. Because this video is designed to be shared on an auto-play platform the audio is not so important as the images on the screen. They are visually appealing, emotive and the contemporary style of text give the details of the promotion.
Secondly - Facebook Banner
In order to keep our campaign message consistent, we have used a cute screen shot from the video footage to use as our Facebook banner.
Thirdly - Website
Now that our viewers have taken action and visited our website, the first thing they will find is a video background reflective of the social media video. It has no text and only uses one shot which has been slowed down. The shot we’ve used is a longer shot than what is in the edited video. That’s the beauty of being able to pull apart the raw footage to maximize effectiveness across various platforms. The video background is an endorsement of the messages in the original video without the sales pitch. It is visually appealing and gives website visitors a “feel” of what is happening.
Fourthly - Youtube
In this campaign, Youtube is not our primary platform, but our video is most definitely uploaded here. We have employed some Youtube advertising, meaning that our lovely video is now being seen by Youtube video watchers. As with Facebook advertising, we can target our demographic and tweak the audience to make sure we are getting the best results.
Fifthly - Twitter & Instagram
These platforms have shorter video options – our 42 second video needs to be less than 30 seconds for Twitter and less than 15 seconds for Instagram. What we did was to take our social media ad and shorten it. We shuffled some of the text around… and voila. Same message. Same video. Same branding. Different platform.
I must confess that we haven’t advertised on Instagram as yet. It’s a bit early for me – I love instagram and I feel like ads ruin the Instagram experience for me a bit and I don’t want to do that to others. I guess that as it becomes more acceptable then we will advertise here too. I did post the photo that we used for our Facebook banner – but only because it is so darn cute!
Sixthly - Email
Videos are easy to share via email. We have attached the Youtube link to our emails which we have sent out to our data base. We've had a surprising amount of success through our email campaign - as many times emails are deleted without even looking at the content. Everyone loves to win prizes though and email open rates are proven to much higher when the word "Video" is in the subject line. Video captures the recipient's attention and imagination!
And Lastly - Here
I can also share the video on our blog. And yes - you can share your videos on your blogs too.
Vimeo, Linkedin, Cinema, TV, Instore screens….the list goes on. Tweaking the same video and/or footage for different audiences, or for a cohesive brand message is just another way to get more Bang For Your Buck!