Unlike the wealth of experience marketers have in producing TVCs, the creation of digital videos remains a relatively young craft.
Below are a few tips to enhance your campaigns incorporating online videos.
1. Don't make videos for the sake of making videos
There should be an objective for creating digital videos, whether it is for awareness or engagement. Audience matters too - you might not use a video to promote products to an 80-year-old grandma, but it might be the ideal medium for millennials and busy working adults, according to Pierre Loo, regional business director and creative director at Y&R Hong Kong.
Even videos created just to be viewed should have clear objectives of how to educate the viewer about the brand or its products.
2. Collaborate with others in the video production process
User-generated videos or videos co-created with bloggers can help explore uncharted realms of creativity for your agency even down to the level of asking a user or a blogger to show you how to cook their best dish on camera.
3. Provide incentives in a digital video campaign aimed at engagement
Because Hong Kong users tend to be more comfortable tagging rather than creating posts, if you are asking people to submit a video of themselves in a campaign, give them a sense of mission such as a worthy cause it will contribute to or offer a prize as an incentive.
"Hongkongers might hesitate if you ask them to submit a video or photos for generating a video that shows themselves on camera. You will only get the same handful of people who always take part in your video campaigns," Eric Choi, general manager at Y&R Hong Kong said.
4. Make your brand's distinct voice heard
For Loo, the online medium requires sharing content in your own voice, which requires taking a clear position on a particular topic.
"It may be tempting to upload plenty of branded and unbranded content but avoid content that makes a clear statement on an issue," he said.
"Some brands may believe that if you don't have a clear stance, you can keep everyone happy but actually it means you won't be able to keep anyone."
Data can be used as a voice of reason to back up big ideas for best expressing the brand's stance, as well as acting as an opposing force that tempers and gives direction to creativity, acting as the glue between different components of an integrated campaign.
5. Integrated campaigns involving videos should deliver real experiences
Integration means having an omnichannel strategy and this can focus on the experiential side of things rather than simply creating a video and hoping it goes viral.
"A decade ago, brands built their brands by throwing money at customers and investing in a TVC, which is a one-way form of communication. Now they use digital, which is a more playful way to sell products and share brand values, slowly assimilating brand messages into the consumer's mind," Choi said.
"However, in the last three or four years, most campaigns aiming at engaging consumers are driven by events. Walking down the street, you might notice more and more roadshows and trucks. If you could work across channels - using events, digital and above the line campaigns, it's much more complete."
Because there is no golden medium through which you can reach out to everyone, real life experiences across channels are the most convincing, especially for consumers who are skeptical of your brand or product, Loo added.