How Can Videos Make or Break your Brand?
Public perception of a brand comes from a wide variety of sources. These include those sources of information that those who own and promote the brand control (such as advertising practices) and those that they do not (such as public opinion). Obviously videos can contribute to the identity of a brand simply by incorporating it in interesting and stimulating content. However the emergence of social media as a marketing tool substantially increases the role a video can play in a brand’s identity.
Unlike advertising in the past, video production companies can now target very specific audiences, irrelevant of their niche. It is easier to connect with these audiences with social media such as Facebook and Twitter serving as an observable information and communication source for a diverse range of minority and majority groups. This makes it easy to participate in these exchanges and impact upon brand image. It is an opportunity for comprehensive, strategic campaigns and a danger for the many conducted without proper planning.
While there are a number of elements of a well planned brand campaign that incorporates social platforms and a wide variety of media, the benefits and problems that it can result in is exemplified by the viral video. A viral video is essentially an online video that gains intense, short term popularity online. An effective viral video generates hype and attention for its subjects. If it has been well designed, these subjects can be positioned positively in association with a brand. If it is done poorly, it can do the opposite… very quickly!
The Lenovo W700ds campaign is a prime example of this. This attempt at viral marketing was largely criticised for its misogynistic humour. Due to the nature of viral media, this was the note on which the campaign gained popularity, and the Lenovo brand image was injured as a result. Using a film production company like Trapdoor Productions can ensure a video associated with your brand has been thoroughly analysed before it goes live, increasing the chance of success and minimising risk.
