Videos are a great way to promote your product, used correctly
We see commercials and informercials in TV all day long (and the worse ones pop up at night). Using the same format for a product advertisement online is such an error, I can’t even begin to explain.
Online advertisement needs to provide social proof to work, needs to be super interesting or absolutely hilarious (or sad) in order to work, otherwise your content marketing is wrong.
Any sentiment an ad can coerce in you is bound to be helpful. The stronger the emotion, the better. See the Dove, Squatty Potty and the Money Supermarket ads.
A bonus secret
It’s also important to educate your audience. They might think they already know everything there is to know about their job or the products they use.
If your product is supposed to be an alternative to their product, let them know that they have a problem, which is solved right now with old methods. Let them know there is a better alternative, and let them know you’re selling it.
3M made an ingenious ad where they put their Dual Lock product to the challenge against standard screws. The video explains easily that their product is a faster and better alternative to an outdated method, that people might not even believe initially.
The important thing to remember is
- Don’t recycle your TV, newspaper and other printed ads on digital media.
- Don’t think that what worked elsewhere will work on social media.
- Always look at your digital marketing campaigns with fresh eyes, and try to come from the audience’s perspective.
- Make your audience laugh, cry, and educate them in order to enhance the effect of your ads.
Did I miss any great examples for original content marketing solutions? Let us know in the comments.
If you liked this concept but are having difficulties coming up with solutions for your own business, contact me!
