This week, Google announced that YouTube Show & Tell– its channel featuring the best creative videos on the web – is offering insight on the processes behind top viral campaigns. Marketers may be interested in the tips offered by the brilliant minds behind The Old Spice Guy, Axe campaigns and more as they plan their own video content.
The secrets to these successful video campaigns can be found on Show & Tell's "Creatives' Corner." The channel also features inspiring, viral ads. Visitors can click on "Interactive Video," "Brand Channels" and "Homepage" tabs to see different types of engaging and entertaining video ads, but the "Creatives' Corner" breaks down the components of success, walking video marketers through the process of developing content.
The creators of the Old Spice campaign (which Brafton – and countless others – reported on earlier this year) remind marketers that coming up with entertaining creative is still hard work. In a YouTube video featured on the channel, they suggest video marketing requires careful consideration of target audiences.
Marketer Craig Allen says he particularly likes distributing a campaign on YouTube because creators can see how many people are watching, and he finds the feedback helps shape the content. His creative partner Eric Kallman agrees that feedback is invaluable because "there's no way to sway anything except with creativity and except with ideas" in video advertising.
Creative ad content is important across all marketing channels. As Brafton recently reported, a survey from comScore shows that ad quality is the leading factor in driving sales. But as Kallman and Allen suggest, the video platform lends itself to entertaining ads, and marketers must bear this in mind if they want their brands' video content to stand out.
The Old Spice video marketers also emphasize that it is important to choose where content will be distributed. Marketers may find the best success with YouTube as the latest online video rankings from comScore indicate that Google sites catch the most unique video visitors, followed by Facebook.com and Yahoo sites, respectively.