Video Marketing And Testimonial Video Part 1 Of 2
September 17th, 2009 | Author: admin
Video Marketing And Testimonial Video Part 1 Of 2
Video marketing started with the humble television commercial and it was mostly the proverbial pitchman simply telling you how great a product was. Over the years as audiences grew more sophisticated worldly and well jaded commercials had to change with the times. No longer would the consumer pay attention to someone they didnt know anything about prattling on and on about how this detergent gets clothes cleaner than that one. Presently many commercials start out with some sort of intriguing story to draw the viewer in and in some cases one can notice that the story would work for other products as well as the one that is being sold.
Advertisers also noticed that the consumer responded to what he perceived as a real person talking about a product or service. This idea spawned many TV video ads where people were asked to take taste tests for various foods or talk about how many miles they got from their car. If youve noticed lately some of these ads actually have disclaimers under them stating that these people are in fact paid actorsand yet it still makes for an effective video advertisement.
Given that nowadays having a real TV commercial produced can cost well into the 6 figures and easily seven many smaller companies are turning to lower budget testimonial videos. Testimonial video is defined as having someone who has experience with your product or service say something nice about it.
High v. Low quality video
Some will say that low quality video is more believable than well produced because it conveys a realistic and authentic feeling. When consultants tell you to just go out and make videos they will cite the success of YouTube and other video sharing sites. This idea can only go so far. The question a corporation must ask itself is whether they want to be represented in this waytheir ad looking like some kid shot it in his room with a consumer camcorder. The average consumer is actually very sensitive to the quality of video they see after all what do most people do a lot? They watch TV and movies where the production quality and hopefully the editorial quality are both very high. In a video production one has to have at least one of the 2 elements at a high quality. Take the example of the recent ETrade commercial with the baby talking to whats ostensibly a web cam. Its low quality video BUT dont kid yourself A LOT of postproduction went in to thisyou think that baby actually said all that stuff? yet because its so well constructed funny and the low quality video makes sense in context that we see past the physical images and allow the piece to work as an entire experience.
Ultimately consumers know when a corporation has spent good money on its advertising and as we know in America if the company has money to spend they must be reputable and sell a good product. Consider companies like Coke or GM OK maybe not GM but Toyota for example. Their video advertising can be not only edgy and authentic but it is very high quality. If they can afford to pay for high quality then they could certainly afford low quality but they DONT why? Because they know what works and what consumers react to and believe in.
Next Time: What make high quality video and how to make yours better.
About the writer: OOmotolani is an internet marketer information and PR expert
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