Tailor Asks…Jon Spenceley

March 3, 2016


Rethinking Video Content in Your Branding Strategy 

When you’re initially thinking about branding, jumping to video marketing may not be the first thing on your mind, but it should be something to think about. Many users of Tailor Brands purchase their logos for online marketing opportunities, whether that is for a website, social media, use as a watermark, or more. As technology has advanced, many of these opportunities are very visual based. Consider, for example, Instagram, a platform that has advanced thousands of careers and businesses based on the ability to provide visually appealing content that engages and attracts users. To further engage audiences, Instagram introduced video content based on the needs of their users, and there’s a lesson you can learn from the importance of video content for branding and marketing. 

We spoke with Jon Spenceley, Community Marketing Manager at Vidyard. Vidyard is a platform used to measure the impact of video content on revenue. Let’s face it- a lot of work goes into making engaging and beautiful visuals for your online and offline presence. You want to be sure that you have a method for determining exactly the effect that this has for you. Not able to make video content yet? Vidyard has you covered there too. Jon shed some light on why even the smallest of business owners should consider video content as crucial in their branding strategy.

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Five Video Marketing Questions with Jon Spenceley

Tailor: What do you think video brings to a brand’s identity and content strategy?

Spenceley: Video allows you to connect with your community in a really engaging and visual way and the numbers speak for themselves. Just adding the word video to your subject line can increase your email open rates by up to 13%, so people are hungry for video, and it’s not difficult to create. I think the beauty of video is that it allows you to showcase your culture, your team, and your brand in a really visual way that’s far more memorable than just images or text.

Tailor: For a small business or individual brand just starting out, creative marketing may not be the first step (I am considering video a creative marketing strategy since it’s not everyone’s go-to just yet). Why do you think video has the power to engage customers or users more than other forms of content?

Spenceley: Video is engaging because people love storytelling. With video, you can show rather than tell, and if you’re smart about your video strategy, you craft a story into every piece of content. Prospects and customers have very short attention spans these days – some social networks limit your video to 6 seconds, which is technically shorter than a goldfish’s attention span. Using video, you can tell a really succinct story in a short period of time, break down complex processes into easy to follow steps, showcase your company culture in a fun or inviting way, and take customer testimonials beyond just text on a page. Video lets you showcase your brand in a way that no other medium can.

Tailor: What do you think are some misconceptions about content and branding? How can a small business owner use video content to help develop their brand?

Spenceley: I think the biggest misconception around branding is that it has to be costly and take a ton of effort. Brands like Taulia, Dollar Shave Club, and a host of others are building video in-house, or working with agencies one-on-one to create video that stars their team, and showcases their company in a really engaging way. Everyone has everything they need to produce quality video in their pocket, and on their desk. Most smartphones shoot in high-definition video, and most computers come with basic video editing software. Even my video series – our Video Marketing How-To videos – are filmed on a lower-end camera (a Canon T4i) and edited in iMovie, and they’ve received hundreds of views on our blog.

Tailor: What is the value in good video? Specifically, why should a brand consider their video content rather than posting a video? How can a professional help with this?

Spenceley: Every video should have a purpose and should have a success metric attached to it. Making video for the sake of making video won’t perform, and unless you have an idea of what you want your video to accomplish, you won’t see the results you’re looking for. Whether you’re looking to drive conversions on your demos, get more traffic to a landing page, or simply drive more social followers, knowing what you want to accomplish with your video shapes how you film the content, and what metrics you use to track success. An outside video agency can definitely help take your creative concept and make it a reality (budget allowing, of course) and can help you decide if the video plan you are working with will accomplish the goals you’ve set. Don’t be afraid of feedback though – your creative vision may not always translate well into video, and you have to be open to feedback.

Tailor: Do you have any examples of video marketing campaigns launched by a business and why you consider them to be effective?

Spenceley: I think one of my favourite campaigns was the Dumb Ways to Die campaign, launched by Metro Trains in Australia. It’s funny, tongue-in-cheek, and totally unlike any campaign I have ever seen a government body run before.

The campaign spawned a mobile game, and a host of parodies from other countries, but it did a great job highlighting train-related injuries, and building awareness to prevent these tragedies. It takes a very serious campaign message – don’t get injured by trains – and wraps it up in a campaign that is truly memorable, and has a ton of staying power. Watch the video, I guarantee you’ll find yourself singing the song later. And the best part? According to McCann (the agency behind the campaign), 127 million people have stated that they would be safer around trains having interacted with the campaign.

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If you’re not thinking about video content marketing, you’re missing a valuable opportunity to connect with your customers and audience. As an effective, popular, and engaging strategy, humans process visual data more quickly than text, and can help encourage visitors to stay on your page or purchase your product more effectively than other forms of content marketing. While video marketing may not be the right next step at this point in your business, it is something worthwhile to plan for your next steps moving forward! 

Interested in learning more? Check out our previous Tailor Asks interview here.