If you feel that you have been watching a lot of online video content over the years, it is not your imagination. Video content has expanded in recent months and is expected to continue to grow at a rapid pace in the coming years. Just consider the following figures and data points (as curated by WordStream):
About 1 to 2 people watch more than an hour of Facebook or YouTube videos per week.
More video content has been uploaded to the Internet every month than all major US TV networks over the last three decades.
87 percent of online marketers use video content, while those who generate revenue 49 percent faster than non-video users.
Dozens of additional figures can be highlighted … but you’ll get the picture. Video marketing is not optional. From a marketing point of view, it is integral to success.
Nate of Squareship, an animation and motion graphics company, said “there is no substitute for video.” “Psychologically, the human brain responds to video in a very intense way. In practice, video content is easily consumable and fully shareable. This makes it the ultimate content medium to cut through noise and reach today’s hyper-excited Internet users. ”
Lessons from the most popular product awareness videos
The question most marketers have is: how do you excel in developing and disseminating product awareness videos that generate a strong ROI?
Well, you can start by learning the best. Here are some practical tips from YouTube’s five most viewed product awareness videos:
1. Purple: Raw egg test (107.1 m view)
[Fve] https://www.youtube.com/watch?v=4BvwpjaGZCQ [/ fve]
Despite being the most recently published video on the list, the Purple Raw Egg Test performance video is by far and by far the most popular product awareness video ever published.
Not only does the video do a good job of grabbing your attention from the get-go, but it also uses unique, compelling imagery to suck you up. (Who doesn’t want to see an egg burst on a mattress.?)
Biggest lesson: When you think about it, the science behind the purple mattress is actually very detailed and complex. But instead of publishing a video that discusses all the technical specs, Purple takes a humorous / informative approach. By the end of the video, you are not only interested in the product – you are also interested in the brand.
2. Poo-Pauri: Girls not defecating (40 m. View)
[Fve] https://www.youtube.com/watch?v=ZKLnhuzh9uY [/ fve]
If you haven’t seen this poo-pori video yet, check it out. It is unique, hilarious and surprisingly bold. Hopefully the team behind this video got promoted and picked up, because they definitely deserve them. It has been viewed more than 40 million times and deals with an unpopular subject. (The company’s spin-off video has also done remarkably well.)
Biggest lesson: Just because you sell a product that is overlooked or taboo, does not mean that you can be wildly successful with marketing. The video tackles a strange subject – poop and bathroom spray – and does amazingly well with it.
3. Dollar Beard Club (25m Views)
[Fve] https://www.youtube.com/watch?v=ZUG9qYTJMsI [/ fve]
So far, it seems that everyone has watched the Dollar Shave Club promo video that first aired in 2012. It has more than 25 million views and is considered one of the best brand-intro videos ever.
Despite being just 93 seconds long, the video completely solves the pain point Dollar Shave Club. It is in the style of your face that indicates the voice and identity of the brand.
Biggest lesson: Branding is so easily caught up in the fact that you forget about the importance of humanizing your company. The Dollar Shave Club uses its de facto founder, Michael Dubin, as its spokesperson in an effort to build an immediate and recognizable relationship with customers.
4. Blendtec: Will it blend? – iPad (18.5m views)
[Fve] https://www.youtube.com/watch?v=lAl28d6tbko [/ fve]
Blendtec was one of the first brands that truly recognized value in video content – and in particular the YouTube platform. In 2006, the company’s new director of marketing decided to launch a video campaign in which the company’s CEO blended various non-food items into the company’s Blendtec mixer. The lab began with items such as coats, marbles, and garden rakes, since then has also evolved into stranger items such as iPads.
This iPad blending video, published in early 2010, is by far the most popular series. It has over 18.5 million views and is still quite popular in terms of social media shares.