Perhaps the biggest obstacle to overcome with online video as a marketing tool – like that of mainstream broadcast – is that of managing high expectations.
YouTube et al have secured a place in the hearts of marketers and other brand specialists by virtue of their ease of use and ability to create a buzz around a product or initiative with often no effort whatsoever.
But every eureka moment of enthusiasm should be tempered with remembering some of the basics.
Almost everyone dreams of creating the next viral video sensation, not least BeMyGuest which has created a series of clips to plug its Berlin holiday apartment portal.
The company jokes on its blog that it has blown its entire marketing budget on the five-part extravaganza. But perhaps telling users that the video is “V Funny” in the title is a sure fire way to lose the very spirit of what it hopes will be a viral hit.
httpv://www.youtube.com/watch?v=VzAvY9_lXbQ
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About Kevin May
“Show, don’t tell,” right?
There’s still room for quality hotel videos – noone I know has done it properly yet. The problem is that creating great videos especially in the luxury sector is very expensive.
We’ve had pretty good success with our online travel videos – especially on YouTube, but on other sites as well. The videos individually tell part of our story with watching several giving you an idea of what our destination, Loudoun, Virginia, is like. The videos are shot and produced in an authentic, documentary-style and do not rely on trying to create humor, but rather the humor comes through naturally (See Mom’s Apple Pie video). I thoroughly recommend that destination marketers utilize video to tell the stories of their places. Experience is where it’s at! (see http://www.YouTube.com/VisitLoudounHD)
This is an animation I made (using my home scanner) to promote my travel startup: http://MyFriendsHotel.com
http://www.youtube.com/watch?v=_Ma7TY3p50M
For it to go viral would be great but it was made as a fun way to outline what the site offers. To that extent it’s a success.
I did the animation myself, which saves money and also adds a personal touch which I feel is relevant to the brand.
I agree with Pete’s pithy comment, “Show don’t tell”. There is a an issue with quality of videos shot by an amateur (like me) with a compact camcorder. However I have heard that readers prefer something that looks “real” versus a very glossy, perfect video, which they immediately categorise as advertising. I’m not advocating awful videos just saying that they don’t have to be perfect to give readers a more panoramic impression of a destination or hotel room. Although that’s probably not true in Tamara’s case, as Mr & Mrs Smith features luxury accommodation.
Karejn – you are right. We have been looking into producing something that is hi-gloss and beautiful, engaging and inspiring but actually gives the customer the information they need as well- so although it will always, for us, look highly produced, hopefully viewers will get something of value out of it as well as just think that they have been advertised to.