Each month, Mammal Milk aims to offer you a little nutrition in the form of news, advice, tips, interesting links and whatever else we think you’ll find useful or enlightening. We started with online video Part 1. Here’s Part 2 and some ideas about how you can use online video to your advantage. Our previous post was about why online video is now doing the same job (and better) as print used to. So, if you’re wondering how you can use video as part of your marketing, here are some examples as thought starters. As you’ll see, not everything needs to involve a huge production budget or the latest special effects. Online video is more about providing content that’s entertaining, educational and useful. Quite apart from helping customers ‘find you’ (rather than you finding them), posting online video will significantly improve click throughs and your SEO – whether it’s uploaded onto your website or something like Youtube – which is now the second biggest search engine after Google. Branding Videos Branding covers all kinds of things. You can‘t just stick your logo on any old video though. To do the best job, your video should be useful, professional and unique. Obviously, a branding video should also represent your brand values and carry your key brand message from your other advertising such as newspaper, radio or TV. The difference is it can be more engaging and personalized. And you’re far less limited by time or space. Here’s an example from the UK for supermarket Waitrose. Doubtless they simply follow on a theme from the above-the-line advertising and use the same celebrity. Whilst there are obvious talent costs involved, as you’ll see, there are no fancy locations, special effects or crazy creative ideas needed. http://www.youtube.com/watch?v=7OghRSq6_kc And here’s another great one for kitty litter, of all things. http://biggeekdad.com/2013/11/cats-take-care-humans Viral Videos Probably the most talked about kind of online video. Not surprisingly, every client would like a video that goes viral, for the right reasons. Overnight, even a relatively unknown product, service or brand can be famous thanks to the power of video sharing. Of course, there’s one problem. To go viral a video has to be something that people enjoy watching and want to share – so simply running your average 30 second spot for life insurance or instant coffee won’t cut it. Usually you’ll need a great creative idea and the means to implement it properly. Here are two you’ve probably seen. http://www.youtube.com/watch?v=sL8mZ5MqOw4 http://www.youtube.com/watch?v=owGykVbfgUE Product Demos and Review Videos Product demonstration is not only a classic selling technique it’s also a great way to showcase your product in action. And online video, because it’s less restricted by time, is a great vehicle for demonstration. A product review, using a known expert or impartial reviewer can work in much the same way – as well as providing a subtle testimonial for your product. Naturally, product demonstration videos are often educational and interesting at the same time – and they can be very convincing if done through an impartial third party. Here are a couple of examples of a product demonstration, one a simple product review, the other a classic ‘torture test’. Neither are big budget productions. http://www.youtube.com/watch?v=qg1ckCkm8YI http://www.youtube.com/watch?v=Luj263H_56A In the next post we’ll cover ‘How To’ and Presentation videos.